2010 Kia Forte SX Overview

The dour economy has many automakers in a state of transition at the moment, but at Kia, that was the plan all along. Witness the 2010 Kia Forte, the long-awaited update to the affordable but rapidly aging Spectra. The Forte isn’t simply a fresh face -- it’s a whole new playbook.

Kia could’ve just freshened up the Spectra. It could have even kept the name. In fact, it almost did. The fact that it didn’t says as much about the brand’s reinvention as does the car itself.

Though big changes are underway at Kia, the maker hasn’t abandoned its roots. To wit, the new Forte is still a very affordable car, starting at just $14,390 including destination for a base model. A topline Forte SX like our tester tips the ledger at a still-reasonable base price of $18,890 with destination included. With just four options available -- changes in exterior paint color come free of charge -- a loaded Forte SX will limbo in just under $21,000 including destination.

The fact that the Forte is affordable isn’t the story, though. The real story is the value. Even a stripper LX model comes standard with power mirrors, a four-speaker stereo with CD, MP3, Sirius Satellite Radio, a USB and auxiliary jack, Bluetooth, two power ports, six-way-adjustable front seats, front and side airbags for front-seat passengers, full-length side-curtain airbags, disc brakes all around, traction control, ABS, stability control, Brake Assist, Electronic Brake Force Distribution, a tire-pressure-monitoring system, and LATCH points.