I don't think many people back in the day thought that Honda, Datsun, Toyota etc., or their eventual high-line prodigy would ever get the high praise that they enjoy today. I believe that the Korean brands initially came into the U.S. market as cheap economy cars and therefore got the reputation of being low quality and cheap. The Koreans as a people/culture are very big on education, innovation, and have great pride in what they can do in a world market. Many Korean products are now enjoying what the Japanese had made of their early poor reputation (remember "made in Japan of old beer cans"?), and that is a respect that will continue for the Koreans as time goes on. I have been to the State of the art U.S. Hyundai factory and was very impressed. Kia has invested in the Georgia plant. From what I have seen/read it is state-of-the-art as well. There are people that will never respect the brands outwardly. I do think, though, that Kia and Hyundai will eventually be above ridicule and cease being thought of as a non-contender in the world auto market. Price-niche is the important thing the companies need to be mindful of as they move forward. It looks like they are doing that. They are making vast improvement in styling, and also in engineering/quality. Their fan-base should continue to grow. I have owned two Kias, they were both outstanding. I am about to buy two more. I have full confidence in Kia and will not be shy as I go about enjoying them.