SEOUL — In 1992, Kia arrived on U.S. shores with a value-driven (if somewhat appliance-inspired) persona. Fast forward to 2009, and the Korean brand has suddenly become more enticing, thanks to the boxy and hip Kia Soul, the crisp Kia Forte sedan and, now, the angular Forte Koup, which we recently drove in Korea. Does Kia's latest offering have what it takes to nudge the brand further upmarket and into mainline competition with Honda and Toyota? —Basem Wasef

The Specs

The Koup, Kia's first sporty two-door, makes an appeal to younger, hipper Gen-Y buyers who might otherwise buy Honda Civic Coupes or Scion TCs. Designed at Kia's design center in Irvine, Calif., the Forte Koup is a slick spinoff of the just-launched Forte sedan, with creased edges and flat surfaces for a lean, purposeful look. Lower, shorter and narrower than the sedan, the only sheet metal shared with its four-door stablemate is the hood panel.

The Koup is available with the same powerplants found in the sedan: The EX model gets a 2.0-liter four-cylinder that produces 156 hp and 144 lb-ft of torque, while the SX is equipped with a 2.4-liter four-cylinder that generates 173 hp and 168 lb-ft of torque. Both aluminum engines can be mated with manual or automatic gearboxes, the former receiving a five-speed manual or a four-speed automatic, and the latter getting a six-speed manual or a five-speed automatic with Sportmatic. Fuel economy estimates are 25 mpg city and 34 mpg highway (4.0 g/100m and 2.9 g/100m respectively) for the EX, and between 22 mpg city and 32 mpg (4.5 g/100m and 3.1 g/100m) highway for the SX, depending on transmission. California-only versions receive SULEV certification and slightly lower output numbers.

Both models come standard with plenty of safety features, including antilock brakes, electronic-brake-force distribution, brake assist, stability control, tire-pressure monitors and front and side airbags. Interior amenities include Bluetooth connectivity (standard on all Koups), steering-wheel-mounted stereo controls and a six-speaker stereo that's Sirius-ready with USB and auxiliary input jacks. As is de rigueur for the demographic, the stereo also features full iPod and MP3 control. Other standard items include power door locks with remote keyless entry, power windows and 60/40 folding rear seats. In other words, the Koup is a very complete package.

The Koup's front MacPherson strut and rear torsion-beam suspension setup uses a thicker sway bar, tighter steering ratio and stiffer shocks than the sedan, while the SX version gets slightly more aggressive tuning. The Koup also uses a slightly more baritone exhaust note and checks in with a curb weight that's roughly 44 pounds lighter than the sedan.

Pricing hasn't been officially announced yet, but expect the Forte Koup to run roughly $750 more than equivalent sedan versions (which start at $13,695 for the 2.0-liter, and $17,195 for the 2.4-liter model.)

The Drive

Kia claims best-in-class roominess inside the Koup, and beyond the frameless doors is an interior that feels spacious, partially because of a wheelbase that's identical to the four-door Forte sedan. Once settled into the driver's seat of a fully loaded SX test car, we found the environment easy to live with. Some surfaces are better seen than touched (like the hard plastic masquerading as leather grain on the door panels, or the red-stitched leather on the steering wheel), but overall the interior is well executed. Controls are simple and logically placed, and the cabin design feels consistent with the car's exterior styling through a combination of materials and textures that coexist harmoniously. Tilting the front seats forward is a two-handed affair. A simple latch with memory would have been a welcome touch, though it might not be too late for such a setup to make it to production.

The Koup is calibrated to impart a sense of sportiness. With the manual transmission, the hydraulic clutch engages within a relatively narrow portion of pedal travel, and the shifter action is positive, verging on notchy. Similarly, throttle response on both manual and automatic versions feels surprisingly eager off the line, becoming a bit more numb in the midrange only to sharpen up again in the upper registers. The engine's responsiveness (and relatively short first gears in both transmissions) produces acceleration that can become almost abrupt if driver inputs aren't smooth, but—at least in the preproduction versions we tested—the tuning choice suggests that Kia is serious about sportiness.

Though the 2.4-liter powerplant we tested wasn't particularly quick to rev, strong acceleration—especially at higher rpm—makes the Koup feel lively. Shift up a few cogs into top gear and the Koup and the revs drop off—along with the power. But the upside is that 70 mph translates to a mere 2200 rpm with the manual transmission, so real-world fuel economy should be excellent.

The Koup's suspension feels responsive but firm. We found the tuning comfortable on most road surfaces, but pothole jolts felt fairly severe. The Koup earns points for its easy user interface and friendly ergonomics. A tilting and telescoping steering column makes finding a comfortable position easy, and our test car's optional seat heaters helped keep us toasty while we drove through monsoonal rain. The six-speaker sound system was quite good, providing full, mellow bass and decent midrange. The red mood lighting around the door-mounted woofers however (which can be set to pulse with the beat of the music or, thankfully, turned off entirely) was a bit much. But then again, we're not 20 anymore.

The Bottom Line

Despite the smart marketing and hip styling of the Soul, Kia officials say initial buyers for it averaged around 45 years of age—not quite the college-going demo you'd expect for the funky compact. That might change. The brand's fresh new designs and sporty driving character point to a more focused, youthful and exciting Kia. It seems clear that Kia has turned a corner and just might steal some sales from bigger brands. Later this year, Kia will open a new plant in Georgia and, in 2010, the brand will add a five-door variant of the Forte.