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Equipment, low prices, easy to drive.
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Heavy depreciation, noisy, few safety features.
Shuma II has all the qualities you'd expect from Kia: value, durability and lots of equipment. The Hyundai Elantra (another Korean) is its closest list price rival. Modern Japanese and European models are finished much better, but are much more expensive when equipped to a similar level. At least that's the theory. In reality, you'll find tempting deals on more mainstream cars at the big supermarkets that wipe out Kia's price advantage.
