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Once a rival of Hyundai, Kia is now controlled by the Hyundai auto manufacturing conglomerate. Its vehicles often share engineering and mechanical components with Hyundai vehicles, yet the brand has been able to maintain its own identity and thrive. Before its association with Hyundai, Kia began selling cars in the American market in the early 1990s. Perhaps its most notable vehicle of that era was the Sportage compact SUV, one of the pioneers in what is now the most popular segment in the United States. In 1998 Hyundai took control of Kia, but Kia still operates as an independent brand with separate design, product planning, marketing, and sales operations. Kia now builds vehicles in America in a plant in West Point, Georgia. Its robust lineup includes sedans, crossover SUVs, a battery-electric vehicle, and a minivan.
During its time in America, Kia has discovered the value of exceptional product quality, and it has matured to become a maker of some of the best-built vehicles available in America as attested to by independent studies. It has recently unveiled the first in its new generation of dedicated electric vehicles with the EV6 crossover and more Kia EV models are on the way. Included among them is the futuristic EV9 crossover. The Sportage lineup has been expanded to include hybrid versions, and the Telluride has become one of the most popular midsize SUVs in the country. Recently Kia has added off-road-oriented variants to its crossover SUV lineup. Kia also breathed new life into the moribund minivan market with the Carnival.