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This SUV’s tale of daring ambition elevated the South Korean automaker from a lesser-known name to a formidable force in the U.S. full-size SUV market.

The journey began in 2016, marking a turning point for KIA. Traditionally associated with affordable compact cars, the company saw the need to break new ground to continue its growth. The American market, known for its preference for large, luxurious SUVs, offered both a significant challenge and a promising opportunity.

In January 2016, KIA introduced the concept car at the Detroit Auto Show. Its bold design, imposing presence, and ranch-inspired luxury interior made an immediate impact. For a brand known for city-friendly hatchbacks, this was a daring move. Behind the scenes, KIA had been preparing for this leap for years. Since 2012, the company has quietly invested in its West Point, Georgia plant, enhancing its capacity for larger vehicle production. They also enlisted top talent from premium brands, including Peter Schreyer from Audi, who was instrumental in redefining KIA’s design philosophy.

The overwhelmingly positive reception to the concept spurred KIA to fast-track its development. Unusually, the production model revealed at the 2019 Detroit Auto Show remained true to the concept’s design—a rare feat in the automotive industry. Built on a new platform shared with its Korean cousin, the Hyundai Palisade, the vehicle was designed with a distinctly American flair—robust, rugged, and a touch of Wild West luxury. Inspired by a Colorado ski resort, its name further emphasized its American appeal.

When it hit the market in March 2019, it faced stiff competition from established giants like the Ford Explorer, Chevrolet Traverse, and even luxury models from BMW and Mercedes. With a starting price of $31,690 and fully loaded models nearing $50,000, the new SUV ventured into new territory for KIA. To the surprise of many, it became an instant success. Its combination of spaciousness (seating for eight), powerful 3.8-liter V6 engine, comfort, and high build quality won over both critics and consumers. In 2020, it earned prestigious accolades such as “North American Car of the Year” and “Motor Trend’s SUV of the Year,” marking a first for KIA.

In response to the pandemic-driven trend of outdoor adventure, KIA introduced a tougher off-road version, the X-Pro, in 2021. By 2023, another update brought advanced technology and design improvements. The vehicle significantly boosted KIA’s profitability and shifted public brand perception. Once known for affordability and practicality, KIA was now recognized as an innovative company capable of competing in the premium segment.

Initially criticized by environmental groups for its size and fuel consumption, the SUV became part of an eco-friendly initiative. In 2023, KIA partnered with the National Park Foundation, pledging to restore an acre of forest for every vehicle sold. This initiative, called the “Trail,” showcased the company’s commitment to environmental responsibility.

As the automotive industry moves towards electrification, the future of vehicles like this one might seem uncertain. However, KIA is already preparing for this shift. KIA unveiled the EV concept at the 2024 New York Auto Show. With its familiar strong silhouette, the EV version features a fully electric drivetrain and an interior made from recycled ocean plastics.