Kia Motors America may be marking 20 years in the US this year but, despite 535,179 sales in 2013 (down 4% on 2012), the recent hit of 5m cumultative, half year 2014 volume up 7.2% to 297,413 and around 765 dealers in all 50 states, still insists its main mission is "awareness" and that the brand is "still a bit player".