To unveil the Rondo, Kia invited 87 automotive journalists to Scottsdale,
Arizona, with writers from Car and Driver to Motor Trend to Popular Mechanics
attending. According to Mike Willrich, Kia’s Product Planner for the Rondo,
“Journalists wondered, ‘What the heck is it?’ These people are familiar with
everything in the auto industry and they had a hard time defining it.” While
most labeled the Rondo a crossover, some journalists called the Rondo a
mini-minivan. Others called it a micro-van, for lack of a better term. Some
called it a car. All of these descriptions are exactly right. The Rondo is the
very definition of a crossover vehicle.
What is a Crossover?
“Within the auto industry, when you say ‘crossover,’ you’re going to end up
with a spirited discussion,” says Willrich. “Unfortunately, carmakers are
throwing the crossover word around as a catch-all, because they want to be part
of the buzz.”
“The concept of blending car platforms with sports utility attributes is the
pillar of crossovers,” says Steve Kosowski, Kia’s Manager of Long Range Planning
& Strategy. “The Rondo is a derivative of that concept. It’s a car-based
concept with utility and attributes of other types of vehicles woven in, making
it versatile enough to fit the varied activities of all kinds of lifestyles.”
Despite being car-based, to most manufacturers a crossover still means an
all-terrain type of vehicle. But what Kia discovered is that as little as four
to five percent of those buyers were ever taking their vehicles off-road. “The
Rondo doesn’t pretend to be an off-road vehicle,” says Kosowski. Instead, the
Rondo gives drivers car-like comfort, performance, handling, and better fuel
efficiency along with the spaciousness of an SUV. It’s the best of both worlds,
a super functional car that can handle both the kids and trips to Lowe’s equally
well.
It’s All About You
The Rondo’s key to the crossover concept is offering ultimate versatility,
leaving the big choices up to you. You can drive a luxurious EX model with
heated leather seats, sunroof, 17-inch wheels, and an Infinity® in-dash CD
changer. Or you can go with just the essentials if you’re after something more
utilitarian. Four- or six-cylinder engine? Two or three rows of seats? It’s up
to you.
