What's going on with Hyundai and Kia in the US?

Posted by PckMan@reddit | askcarguys | View on Reddit | 169 comments

When browsing through any automotive forum or discussion you inevitably see tons of people shitting on Hyundai and Kia. The main source of complaints seem to be really bad reliability and bad overall build quality.

I'm not in the US and in Europe these brands have nowhere near as bad a reputation as they do in the US. In fact they're actually considered solid bargains compared to the competition, with lower prices and great reliability.

In the 90s and 2000s, both Hyundai and Kia occupied the same spot on the market. About as cheap as a car could get but solid reliability. In fact it seemed like those cars thrived on abuse and neglect, with the sight of an absolutely battered, but still somehow running, example, being quite common. Plasticky interiors, barebones features, nothing to write home about in terms of performance, but they were reliable and everyone perceived them as such. Hyundai also had many non interference engines back then which meant that even if a belt snapped your only problem was still just the bad belt.

On towards the late 2000s both companies even had some standout offers compared to the rest of their lineup. In some cases buying the top spec flagship model from them meant you were getting a very good deal compared to buying a european or major Japanese brand. More bang for your buck.

It was towards the early to mid 2010s that the brands tried to pivot upmarket, revamp their whole lineups, try to compete with more expensive brands and get out of the budget category, when the complaints started. Reliability complaints, quality complaints, and of course the infamous theft issue. The thing is, in Europe this does not seem to be the case. While the theft thing had definitely gotten people in a panic, their sales remain good, as does their reputation. You don't hear the reliability complaints here that you see coming from the US.

So my question is, are Kias and Hyundais really that much worse in the US, or has their attempt to move upmarket affected all their models and they've just managed to maintain a better reputation in Europe?