Kia's

The improving global economy, high gasoline prices and shortages at Japanese auto makers in the wake of the March 11 earthquake and tsunami are helping keep Kia's small, fuel-efficient cars in tight supply.

Kia Expects to Increase Market Share Kyong-Ae Choi 2011

One such model is Kia's city-car concept, the Pop.

A global industry: the big picture 2011

Working with designers in Irvine, Calif., and Frankfurt Kia's U.S. and European headquarters, respectively, Schreyer pursued a look that would say Kia.

Kia looks to buff image with value, new designs 2011

Kia's new-vehicle sales in the U.S. for the January-March quarter jumped 37% on the year to 105,000 units, above the industry-wide growth rate of 21% and Hyundai's 28%.

Kia Expects to Increase Market Share Kyong-Ae Choi 2011

A free-trade agreement between the European Union and South Korea, which came into effect last year, removed most import tariffs and the chronically weak local currency, the South Korean won, helps Hyundai's and Kia's exports to Europe.

Kia, Hyundai Make Inroads in Europe Christoph Rauwald 2012

Getting on shopping listsAll Kia's efforts were aimed at getting on more consumers' new-car consideration lists — consumers such as Nancy Strawn, a self-described "car girl" who works at car-shopping site Autotrader.com.

Kia looks to buff image with value, new designs 2011

Parts of Kia's largest plant seem almost idle — until you follow the loud whirring noises coming from behind glass walls where robots weld, coat and mount parts around the clock.

Kia looks to buff image with value, new designs 2011

Kia's commercial with the Kia Soul Hamsters — this one featuring them rapping and cruising in the hip little box-shaped car — has been viewed on YouTube more than 1.5 million times.

Kia looks to buff image with value, new designs 2011

In 2010 alone, nearly one in five of Kia's 4,300 dealers outside South Korea, was new, replaced or terminated.

Kia looks to buff image with value, new designs 2011

Mr. Oh said the new designs have been central to Kia's ability to raise prices.

Kia Expects to Increase Market Share Kyong-Ae Choi 2011