Though Hyundai owns a controlling stake in and shares platforms with Kia, the two Korean car companies continue to operate more independently than GM’s divisions did back in their heydays. So the decision between related products often comes down to something beyond price. Take, for example, the Kia Sportage. Why buy it instead of the related Hyundai Tucson?

Offering everything from the Accent subcompact to the Equus large luxury sedan, Hyundai covers a lot of territory. With gas, turbo, and hybrid engines, and basic, sporty, and luxury trims, the Sonata stakes out much of the midrange sedan segment. Which leaves Kia and its new Optima midsize sedan…where? Mercury to Hyundai’s Ford? Not if Kia and chief design officer Peter Schreyer (of Audi TT fame) can help it.

The relationship between automotive writers and manufacturers is based on trust in the basic fairness (or pliability) of the writer, and usually it’s incumbent upon the writer to establish their reliability before being trusted with a week-long tester. What many PR types and press fleet managers don’t seem to understand is that allowing even the snarkiest writer to actually spend time with a product actually helps create a more even-handed review than might result from a brief encounter.

Such was certainly the case with the 2011 Kia Sportage EX. My initial reaction was “boy is this thing cheap,” and had I spent only a day in the car, that would have been my major conclusion. The fact that two days earlier I had to turn in a $70,000 Jaguar XF Supercharged certainly reinforced that initial impression. And after a week with the Sportage I still think it pegs the cheepnis meter, so it’s a cheap car… but it’s an honest cheap car that delivers some real value.

The Korean word for ‘five’ sounds like “oh,” as in, “Oh, Snap!” or “OMG.” So in Korea, that makes Kia’s new K5 a “K.O.,” at least in name. But does Kia’s new Camccord fighter actually land a knockout on the all-important D-Segment, or is it a mere win by decision?

If you’re a driving enthusiast with a family and a sub-$20k budget, then a four-door sport compact tends to be the way to go. Unfortunately, you don’t have as many choices lately. Nissan’s, Honda’s, Suzuki’s, and VW’s suitably sporting offerings are priced out of reach. Mitsubishi is barely hanging on with the Lancer GTS. Toyota offers the Corolla XRS, but few enthusiasts take it seriously. Only the Mazda3 sells well in this segment, but the new styling isn’t for everyone. Perhaps the Kia Forte SX? The lone Korean offers the most horsepower for the lowest price, and for 2011 will be available in practical hatchback form. But is it truly a contender?

Some vehicles hit my tightwad tendencies like a nickel split into two quarters. Take this one for example. A base, five-speed unpopular car in an attractive color going through it’s very last year of production. The last of these Optimas went for less money out the door than a mid-level Corolla or Civic thanks to a mid-year model change. A few of the leftover demos with a few thousand miles even went in the $12k to $13k range. That’s a Two Buck Chuck-level deal for a nearly new midsized car. However…

Within my first mile in the original Kia Sorento I couldn’t help but wonder, “Is that a live rear axle I feel?” I stopped the vehicle, peered beneath it and, sure enough, there it was. The Sorento looked like a car-based crossover, but body-on-frame construction, a two-speed transfer case, and a live rear axle dwelled beneath the Mercedes-inspired sheetmetal. The upshot: superior off-road capability, but subpar fuel economy and ride quality. Well, the Sorento has been redesigned, and as with the Sportage before it the trucky bits have been tossed in favor of a Hyundai car-based foundation. Specifically, the 2011 Kia Sorento is now a Hyundai Santa Fe beneath the surface. Now that it’s much like all of the others, why buy the Kia?

Back in 1997, when Volkswagen introduced the New Beetle, my wife badly wanted one because it seemed so much more young and fun than her current car. But she also wanted children. The two were not compatible, so no Beetle for her. No doubt she was not the only person seeking a cute, quirkily styled car with four doors. But at the time there were no such cars. Chrysler was arguably first to fill this void, with the PT Cruiser. So that’s what my wife has been driving for the past five years. Today there are a number of contenders. The latest: Kia’s Soul and Nissan’s cube. Which comes closest to the mark? Well, since you’re reading about the Soul first, clearly the cube. Here’s where the Soul falls short…