Video: Driving Northwest: The Kia Borrego

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No doubt about it, timing is everything. An example? I met my wife while covering a story about the fat labeling of hot dogs and cold cuts. Other than the processed meat, this seems very ordinary until the details are fleshed out. It was my day off; I was supposed to be helping a friend move but had overslept. Because I was still dozing I was called in to work because of a 4-alarm fire with a man barricaded inside. By the time I made it to the station our folks were already on the scene so I was unceremoniously dispatched to the American Heart Association for quite literally a bunch of bologna. I was so grumpy about all this I didn't notice my bride-to-be until I was packing up and heading out the door. No doubt my children are relieved I finally looked up and noticed that the PR contact was very attractive (with a great personality of course).

That said, let's move on to the new Kia Borrego. This Korean brand has made its name selling small economy vehicles like Rio, Spectra and Sportage. Three years ago they looked upon the automotive scene and determined the path to upgrading their image would be a well appointed SUV. Make no mistake, back then this made a lot of sense. With its gestation period over, Borrego is a perfectly fine example of SUVism. It has distinctive looks, a nicely trimmed cockpit, and it does the kind of things active families appreciate. But the timing? Just look at gas prices and headlines. Let's just say Kia doesn't have my kind of luck this time around. 

Ralph Tjoa, Kia's manager of product planning, suggests taking a deep breath. While manufacturers are running around willy nilly because of the cratering market for sport utes, Kia is optimistic. They trot out the number zero for starters. Says Tjoa, "Currently we don't have any market share in this segment because we haven’t competed in the midsized SUV market. By launching the Borrego we'll be able to get some additional business for the segment and that can only help the brand." Once families who need the capabilities of a truck based ute stop to think, they'll realize minivans and crossovers won't meet their needs. That’s Kia's story and they're sticking to it. 

True, some users need Borrego's 7,500-pound towing capacity, available all-wheel drive, and seating for seven. And while sales are certainly down, people are still buying SUVs. Kia's ute is meant to take on Explorer, 4Runner and Pathfinder. At the press launch in Cle Elum, Wash. they crow that there's more room in a Borrego than the competition. Folks in the mid row have every opportunity to find a comfortable position since the seat reclines and moves fore and aft. Easy access to the third row is only on the passenger side. Once back there an average sized adult should have enough room to go across town unless they're a big whiner and who want to go anywhere with them. The second and third rows fold flat in case you need to bring home enough Oscar Mayer hot dogs to supply a summer camp for a month.

During a long afternoon drive it seems Borrego is up to the task of swaying buyers toward the Kia camp. There's a 276 horsepower 3.8-liter V6, but the only engine made available for driving is a terrific 337 horsepower 4.6-liter V8 which gets a 6-speed automatic transmission (the V6 is bolted to a 5-speed). The V8 is essentially the same one found in the new Hyundai Genesis but tweaked for truck duty. It's buttery smooth and launches Borrego at a decent though not blistering pace. You'll only arrive late if you want to.

The interior is moderately quiet with little wind noise. Handling is good for a body-on-frame truck but predictably not as lithe as crossovers like Highlander, Pilot, Veracruz, and Acadia. Fuel economy? Drum roll please. According to the EPA, an all-wheel drive V8 model gets 15 city/20 highway which is respectable … for a truck. Rear wheel drive V6 models score the best of any Borrego at 17/21.

Kia is positioning Borrego as an affordable SUV with premium features and sure enough you can impress the neighbors with leather seats, a voice activated nav system and a USB port to play their iPods through. All this is very un-Kia, in a good way.  Materials are generally well done and nice touches include an optional power tilt/telescope wheel. My only gripe in here is that the faux aluminum trim isn't as rich as say wood grain. There are loads of grab handles and 16 air vents that the Kia folks are quite proud of. If you haven't heard, air vents are the new cup-holders.       

KING

Kia is positioning Borrego as an affordable SUV with premium features, and sure enough, you can impress the neighbors with leather seats, a voice activated nav system and a USB port to play their iPods through.

Kia has always been a value proposition and the Borrego aims to keep that tradition alive. The warranty is good, most everything is covered for five years/60,000 miles and the powertrain coverage is expanded to 10 yeas/100,000 miles. Starting at $27,000 for a rear-wheel drive model, the price is good but these days the established competition is steeply discounted. The well equipped EX model I'm driving is just over 38 thousand, not a figure most would expect from Kia. Looking to really load a Borrego up? You can only go so far. Buyers have to choose between optional nav systems and rear seat DVD entertainment, you can't get both. For those who want keyless ignition, a backup camera with rear view mirror mounted screen and chrome door handles will want to wait for the upscale Limited version that's coming soon. Ah, there's that timing issue again.

So does Kia really believe the future is bright for full-on truck based SUVs? Probably not but you have to admire their game face. Ralph Tjoa is earnest when he says "Gone are the days when people bought SUVs as status symbols. Now they are for the people who use them for what they are intended for." I agree with that statement. If Kia can get loyal Explorer, 4Runner and Pathfinder owners to test drive a Borrego, there's the possibility of conquest sales. Fewer people may be buying sport utes but a nicely done vehicle is always in fashion. In the end the biggest problem with Borrego is its timing.