The Borrego delivers most of the goodies a spoiled brat would expect at a fairly reasonable price.

Kia

The word “luxury” is often overused. Consider a luxury apartment — have you ever seen a rental advertised as “ordinary” or “run-of-the-mill”?

Now consider the Kia Borrego. Kia has a clever ad campaign that pokes fun at the clichés of SUV marketing while pitching its new midsize truck as a luxury SUV without the lofty price tag. The Borrego is well-equipped but you won’t mistake it for a luxury SUV.

Powering this SUV is a double-overhead-cam engine — a 276-horsepower, 3.8-liter V-6 and five-speed automatic or a new 337-horsepower, 4.6-liter V8 and six-speed automatic; rear- or four-wheel drive; leather trim; seat heaters; a navigation system with satellite radio; and auto-dimming mirrors.

And then there are the safety features, like traction control, stability control, downhill brake control, hill assist and parking assist.

Shameless hedonists take note: I didn’t see a DVD player, rear-backup camera, heated steering wheel or air-conditioned seats.

But the Borrego still delivers most of the goodies a spoiled brat would expect at a fairly reasonable price.

If you twist the key of a V-6-powered Borrego EX — the upper trim level — and slip it into gear, you’ll find that the SUV has enough power while delivering fairly good fuel economy for its class, almost 18 mpg in mixed driving.

The vehicle cruised quietly but became vocal when more oomph was asked for. The transmission occasionally hesitated, but there was always power on tap. There was noticeable body lean in corners, trading on-road ride quality for off-road agility. But the Borrego ably showed its stuff while plowing through mild off-road situations.

The front bucket seats were better than seats in vehicles that cost twice as much. The second row had good headroom and legroom, and the second row slides forward to allow extra legroom for the third row.

Behind the third row is a cargo area that is tight if the seats are upright but generous when the seats are folded.

The Borrego’s surfaces seemed tough and durable, which many owners will appreciate. The accountants appreciated their inexpensive nature.

The optional navigation system proved useful, and I enjoyed the Borrego’s audio system, despite its clunky interface. If you’re a music junkie and opt for the satellite radio option, be aware that to see the artist and song title of a track playing on a particular station, you must hit a small button. The information is visible for 15 seconds and then goes away. Having to do that for each song is annoying.

The Borrego is a useful servant, one whose personality veers toward the “trucky” side. Aside from its advertising, it doesn’t broadcast its luxury intentions.

And while the Borrego lacks a luxury nameplate, its generous equipment list and attractive price will seduce even the most ardent hedonist. 2009 Kia Borrego

What we say: Low-key luxury

Pro: Thrifty, powerful V-6, roomy

Con: A bit “trucky”

Stats

Engine: 3.8-liter DOHC V-6

Wheelbase: 114 inches

Length: 192.1 inches

Weight: 4,460 pounds

Cargo space: 12.4 cubic feet

Towing capacity: 5,000 pounds

EPA rating (city/highway): 16/21 mpg

Fuel economy: 17.7 mpg

Fuel type: Regular unleaded

Base price: $29,995

As tested: $36,295