Is Kia's 7 year warranty a worthwhile deal?

Kia originally introduced its long warranty to overcome the belief held by some people that it was a cheap-and cheerful brand selling cars of dubious quality. The company was so confident in the quality of its products that it was prepared to back them for seven years. It’s been a successful move, but only because the cars are indeed of a good quality. The long warranty does give Kia a huge advantage over others with a shorter warranty.