REBRANDING is never an easy task, especially if you were initially known to produce budget-minded but still good vehicles. Kia, however, on a global scale, managed to reinvent its image as it transitions to a more upmarket (but still mainstream) brand. In the Philippine market, however, the transition is more challenging since it's still carrying excess baggage from its value-oriented and affordable past. This is the 2023 Kia Sorento SX, which is one of the brand's flag bearers of its more upmarket image. Have they succeeded? Let's find out.

If design is an indicator of how successful a brand is, then they have absolutely hit a home run. This crossover SUV looks distinct — easily standing out in a corporate parking lot even in this conservative shade of white. Chiseled lines and sleek shapes are the order of the day, and the new Kia logo sits right at home with this SUV's handsome looks. Some of its design flourishes such as the full LED lighting, and the satin silver blade-like trim piece at the rear windows give the Sorento plenty of character — one that manages to combine trendy cues with timeless style.