BORREGO ON IN; RIGHT SUV, WRONG TIME; NO PROBLEM, KIA SAYS.(News)

Byline: MARK VAUGHN

It would be hard to pick a time worse than now to launch another midsize SUV, but don't tell Kia.

"Four-dollar gas plus SUV is an equation that doesn't necessarily add up, said Kia's vice president of sales, Tom Loveless. "[But] we bring features and value, and all of that spells opportunity for Kia.

Besides, since Kia has never offered a midsize SUV, it's all profit for the giddily optimistic carmaker. This one comes with your choice of 3.8-liter, 276-hp V6 or 4.6-liter, 337-hp V8. Those are mated to five- and six-speed automatics, respectively. Both come in two- or four-wheel drive. Front suspension is double-wishbone, not usually seen in this class, while the rear is multilink.

The features list is as long as your armif you're of medium height, anyway. You can get a voice-controlled nav system and 10-speaker Infinity audio, Bluetooth, USB auxiliary jack, auto-locking tailgate and power-adjustable pedals. Six airbags standard, along with 10 cup-holders and 16 air vents (air vents are the new cupholders, Kia says). Prices range from $26,995 for an LX V6 4x2 to $33,745 for an EX V8 4x4.

"The focus groups were surprised that the Borrego had all the features they would expect in the class, said Tim Chaney, director of marketing.

The class includes Ford Explorer, Nissan Pathfinder, Toyota 4Runner, Honda Pilot and Jeep Grand Cherokee, according to Kia. The Borrego outpowers all of those in either engine configuration. It costs a bit less, but once ...