Now, Kia is ready to do it again with the completely redesigned 2004 Spectra that updates the compact sedan with a wider, more aggressive stance and a longer wheelbase. The new Spectra's dimensions help to create an astounding 97 cubic feet of passenger space inside the cabin. Spectra's passenger volume is clearly the largest in the compact sedan segment, making the sedan comfortable, yet sporty and fun-to-drive.

The compact sedan segment is typically one that most people associate with boring, "boxy" small cars. To compete in this segment, Kia believes it must offer consumers a vehicle that includes a host of desirable features and a distinctive exterior design, blending style with character both inside and out.

"The all-new Spectra is the latest example of Kia's ability to deliver innovative new products with a stylish design, desirable features, strong performance and class-leading safety at an incredible value to the consumer," said Kia Motors America president and CEO Peter M. Butterfield. "But the Spectra also represents much more to the company as it has been our most recognized nameplate for some time, and the 2004 Spectra's enhanced performance and exceptional comfort will only help to further the compact sedan's reputation as a tremendous value."

The Spectra will go head-to-head with the likes of the Toyota Corolla, Honda Civic, Ford Focus and Chevrolet Cavalier. Those vehicles are the key nameplates in a segment that is one of the largest in the auto market with sales of more than two million vehicles in 2003. By following the Kia formula that has made it one of the fastest-growing brands in U.S. history, Spectra will offer more than the buyer expects, including a level of comfort and convenience features and a range of standard safety equipment usually found at the higher end of the market - but at a lower-than-expected price.

The target buyers for the all-new Spectra fall primarily into Generation X (aged 25-34), and are defined by their need for individuality and desire to express themselves and their unique style. Kia expects the typical buyer to be evenly split among men and women, with a majority of customers not yet having children, and having a median income greater than $45,000 per year.

"Spectra has been an important product for Kia for a long time as it has attracted large numbers of customers to the brand," said Walter Anderson, vice president of marketing, Kia Motors America. "We believe the 2004 Spectra will continue to be a popular choice with buyers in the compact sedan segment, and will also show consumers that you don't have to pay a high price for safety technologies such as side curtain air bags and four-wheel disc brakes."

A strategic goal of the compact sedan is to erase the outdated perception of Kia as a maker focused exclusively on inexpensive, entry-level cars. The company has proven its ability to attract more affluent buyers with such products as the Sedona minivan, Sorento SUV and Amanti large premium sedan, and the all-new Spectra is loaded with an impressive list of standard features and technologies to apply these features to entry-level vehicles for younger buyers.

For Kia, now is the perfect time to introduce the all-new Spectra. Following the successful launches of the Sedona minivan and Sorento mid-size SUV, the company recently launched the Amanti large premium sedan, a segment Kia had never competed in before. In a little more than two years the Kia product lineup has grown from two to eight vehicles, with more and more customers shopping the Kia brand than ever before. Spectra is Kia's latest effort to show the automotive world that the company remains on track to achieve its objective of creating a larger presence in the U.S. market with a broader range of products that offer high levels of quality, value and safety for American consumers.

The 2004 Kia Spectra four-door sedan will arrive in showrooms in late spring with pricing to be announced closer to launch. The Spectra will be sold as the Kia "Cerato" in European and Asian markets.