The 2010 Kia Forte replaces the back-of-the-pack Spectra sedan.

The economic crisis that nearly eviscerated the South Korean economy, a decade ago, cost the independence of most of that country’s carmakers.  The lone survivor, Hyundai Motors, snapped up its rival, Kia, and in the years since, the smaller marque has operated as little more than a clone of the bigger brand.

That’s meant an emphasis on small, low-cost but relatively indistinguishable products – even as sibling Hyundai has slowly moved itself up-market and launched some surprisingly distinctive and promising products, such as the new Genesis sedan and coupe.  But suddenly, Kia seems intent on carving out a niche of its own, with out-of-the-box products like the new Soul, the boxy crossover backed by a clever ad campaign that’s become a viral hit with the You Tube generation.

Now comes the 2010 Kia Forte.  While it’s nowhere near the idiosyncratic design of the Soul, the new Kia Forte is nonetheless destined to stand out in a crowded field of compact sedans.

The new Korean offering doesn’t entirely walk away from its roots.  Like the Spectra, the model it replaces, the 2010 Forte puts an emphasis on price – or, as Kia officials prefer to say, price/value – with a base sticker of just $13,695 plus another $695 for prep and delivery.  But where Spectra was just another inexpensive sedan, Forte reveals more than a little soul, both with and without the capital “S.”

More than just a facelift, the 2010 Kia Forte rides on an entirely new platform, though it maintains the affordable pricing of the old Spectra, but kicks in a little value for the money.

The reality is, we don’t expect to see many folks opt for the bottom-line version of the 2010 Kia Forte.  It’s the classic “stripper,” which means you’ll sacrifice virtually all the n niceties one expects from a new car, these days, including power windows, doors and mirrors, even air conditioning.  (Curiously, in a nod to that digital generation, every version of the new Forte comes equipped with Bluetooth for hands-free cellphoning.)

We expect that the bulk of all buyers will turn to the Forte EX, the EX with the fuel economy package, or the top-line SX model, which is still a reasonable bargain, at $17,195.  Load up the Forte with everything you can check and you’ll still only nudge the mid-$20,000 range.

But as we emphasized earlier, the appeal of the 2010 Kia Forte isn’t based on price alone.  The styling is a lot more likely to turn heads than the relatively uninspired Toyota Corolla, for example.  Kia’s offering boasts a wide, stable stance with a wedgy profile.  The rear sits tall, which translates into a surprisingly large trunk.  How large?  A full 14.7 cubic feet, about as much as the new BMW 7-Series.

The 2010 Kia Forte delivers some pleasant surprises, including a segment-leading trunk boasting 14.7 cubic feet of cargo space.

The cabin doesn’t betray the econobox details of the old Spectra.  No, you’re not going to be swathed in leather and wood, but neither do the plastics look bargain-basement, finished by K-Mart.  Gaps are tight, graining and colors are consistent.  There’s a reasonable amount of storage, a pair of cupholders, and the center stack is both well-laid out and attractive to look at.  So is the three-gauge cluster, which is well lit and easy to read.  There’s also a multi-function steering wheel, which keeps your hands where they should be, even when changing radio stations.

There are some other nice touches, such as the twin 12-volt outlets in the center console and an “Eco Minder” fuel economy gauge for cars equipped with an automatic transmission.  The glovebox is even damped, a nice touch you normally find on luxury cars.  CD/MP3 and Sirius satellite radio are standard, as well, the latter with a free, 3-month subscription.  There are plenty of options, too, including leather seats, though we lament the lack of a built-in navigation system.

The cabin of the 2010 Kia Forte is reasonably well-appointed and features the sort of refined finish not traditionally associated with the Korean brand.

Kia bills the 2010 Forte as a five-seater, which for many competitors means, well, perhaps five of the hamsters that we’ve been seeing cruise through town in those catchy Soul spots.  But the Korean maker delivers with about the roomiest interior in its class and a seating layout that actually does make it possible to fit in five adults.  (Though, the guy or gal in the middle rear seat will likely not want to go cruising too long. There are subtle cut-outs for the outer rear passengers’ heads, but not for the middle seat.

Even the “stripper” Kia Forte LX is well-equipped on the safety side, with 6 airbags, a tire pressure monitoring system and an array of brake/chassis control systems, such as four-wheel discs, ABS, Traction Control, Stability Control, Brake Assist and more.

The Forte is offered with two powertrain options: a 2.0-liter inline-four makes 156 horsepower and 144 pound-feet of torque.  It’s mated to a 4-speed automatic on the base LX, and an optional 5-speed automatic on the EX.  A 6-speed manual is available, as well.  Fuel economy with the 4-speed automatic is 25 City, 34 Highway.  The bigger 2.4-liter engine makes 173 hp and 168 lb-ft, and is packaged only with the 5-speed automatic.  The larger engine still gets 23 mpg City and 31 Highway, even with an estimated 0 to 60 time in the mid-7 second range.

Though the base 2010 Kia Forte LX leaves out some niceties, like power steering and A/C, it does offer Bluetooth for handsfree cellphoning. And there are two power plugs and an iPod connector.

Meanwhile, the EX can be ordered with a fuel economy package that adds low rolling resistance silica tires, a “smart” alternator that only works when the battery actually needs to be charged, reducing frictional engine losses, additional aerodynamic body features and electric power steering.  This package, with the 5-speed auto, brings mileage up to 27 City, 36 Highway and 30 Combined, which seems to be the bogey, these days.

We spent a fair bit of time driving the EX fuel economy package and were reasonably impressed.  It qualifies as “peppy,” though it’s certainly no sports car.  The sedan will work its gearbox if you’re driving aggressively, but you’re still not going to win many races.  And perhaps that doesn’t matter to this sort of buyer.

What did impress was the electric power steering system.  EPS technology was a reluctant sacrifice, until recently.  It yielded at least an extra 1 mpg, but tended to numb out a car’s steering.  The latest systems are much improved.  In another review, on TheDetroitBureau.com, you’ll find us singing the praises of the electric steering on Chevrolet’s new Equinox.  While the system on the 2010 Kia Forte isn’t quite as good, it maintains a reasonable sense of road feel and actually seemed a bit more precise than the traditional hydraulic power steering on the top-line Forte LX was also drove.

We had a chance to drive both models through urban and country settings in the Pacific Northwest, clocking time on both highways and twisty back roads.  It didn’t take us long to understand why Kia decided to not only go with an all-new look but entirely replace the Spectra’s less-than-impressive chassis.  The 2010 Forte features McPherson struts up front, with a stabilizer bar, and a torsion beam rear with struts and coil springs.

The 2010 Kia Forte offers a choice of a fuel-stingy 2.0-liter I-4 or a more peppy 2.4-liter alternative. There's also an eco-model that delivers 36 mpg on the Highway.

The overall handling and road feel of the Forte is a marked improvement over the old sedan, and arguably makes the sedan one of the best in its segment.  There’s relatively little body roll under normal driving, and the car maintains a good grip on the road, and doesn’t jar too much, even on rough pavement.

Kia has steadily gained market share – for 14 years in a row, in fact – but it’s still a third-tier brand.  But that could be changing, and fast.  The new Soul has done a tremendous job gaining attention for what has long been a nearly invisible brand.  Now comes the 2010 Kia Forte.  The sedan is likely to provide some pleasant surprises for those who long dismissed the brand as a mediocre also-ran.  In virtually every measurable category, the Forte stacks up with the segment’s best.

While we can’t judge long-term quality from our brief test drive, we can point out that the perceptive quality of our test cars were also up there with the best.  And recent reports from gurus like J.D. Power and Associates show the Korean maker gaining on its rivals fairly quickly.  The 10-year Kia warranty should also provide a solid measure of assurance.  The pricetag is just another plus.

With the addition of the new Soul and the Forte, Kia is catching the eye of those who long ignored the brand.

The old Spectra was barely worth a mention, never mind a favorable review.  The 2010 Kia Forte is another matter entirely.  Company officials are referring to it as “the foundation of the brand,” and we can see why.  This is one car that definitely deserves to be considered if you’re in the compact sedan market.