Kia's entry, small hatchback; A 5 door version, wagon-esque version of the Rio
Who
Those that want the lowest price possible; Those that want something unique from a sedan; no fuss, no need drivers; those that want a New car (not used)
Why
Additional utility with the hatch/wagon design - and uniqueness in style vs. a traditional sedan; A NEW car choice vs Used car alternative for the price