Why is Kia such a lame car brand no matter how hard they try?

when you start as a janitor in a huge company more than likely you will never be a ceo. kia started as a cheapie car therefore they burned their reputation by starting out that way and its very difficult to get rid of that stigma. but hyundai is trying to do just that with some success but it is an up hill battle that most cheap car companies can never win.