In case you haven’t noticed, Kia is on a roll lately. The South Korean automaker has been cranking out one hit product after another for the past two years, from the youthful Kia Soul to the family-friendly, 7-seater Kia Sorento. Sales in this down economy are so far up an impressive 14.4% from last year.

If early reviews from owners on Honk are any indication, the 2010 Kia Forte is set to continue that winning streak.

Much of Kia’s recent success can be attributed to a strong emphasis on design. Peter Schreyer was lured away from a 25-year career at Audi in 2006 and the famed designer has since been hard at work revamping the entire Kia lineup. Under Schreyer’s direction, new models now have a consistent look – described from within the studio as, “simplicity, but with precision.”

The new design language works well on the Forte. Nothing about the car’s appearance is cheap or fussy. Each line has a purpose and catches your eye in a way that makes the vehicle look solid and substantial.

The upward-sweeping beltline gives the car a wedge-like profile and energetic stance. Follow it down the car, past the front fender, and the line becomes the leading edge of the hood before wrapping back around to the other side of the car. Smooth, seamless, solid.

It’s rare to get this level of sophistication in such an affordable car. Parked next to its competitors the Forte looks handsomely understated and thousands of dollars more expensive.

Fortunately, beauty is more than skin deep on this new Kia thanks to a generous list of standard features. Younger buyers will no doubt appreciate the standard Bluetooth hands-free phone system and USB audio input jack. Families will love the standard anti-lock brakes, electronic stability control system, and side air bags.

Even the Forte’s standard 2.0-liter engine has something to brag about, offering a stout 156-horsepower and up to 36 miles per gallon on the highway. A larger 2.4-liter engine is available with 173-horsepower, though mileage does drop by a few miles per gallon.

One small downside is that you’ll have to buy an optional $600 Fuel Economy Package to achieve the highest MPG rating. The package includes aerodynamic upgrades and a more efficient 5-speed automatic transmission among other nifty tricks. It’s a steep price to pay for two miles per gallon.

The other option packages are reasonably priced and logically arranged. Step up from the base LX to the mid-grade EX trim level and the Forte gets an upgraded audio system, power windows and locks, cruise control, and upscale sideview mirrors with integrated turn signal indicators. The sporty SX trim level adds a sport-tuned suspension, 17-inch alloy wheels, and trip computer.  Leather seats and a sunroof are optional on both the EX and SX trim levels.

One option you won’t find – at least for now – is a factory navigation system. This seems like a missed opportunity to me since competitors like the Honda Civic, Nissan Sentra, and Mazda 3 all offer the feature. Maybe Kia was just waiting for their excellent UVO voice-activated multimedia system to debut first?

(And speaking of later, Kia tells us that a smart 5-door hatchback with a bit more cargo space will come to market this fall. It’s sure to be a great choice for those who love to do more with less.)

On the upside, safety ratings for this Kia compact are excellent. The Forte was named a Top Safety Pick by the Insurance Institute for Highway Safety: an award that requires top scores in front, rear, and side impacts, a rollover test, and the availability of electronic stability control. Only 51 vehicles received this honor in 2010 out of over 300 new models.

And as with many Kia products, the Forte is a smart buy thanks to attractive pricing and a class-leading 10-year/100,000 mile powertrain warranty. The sedan starts at a mere $13,695 and the coupe starts at $16,595. (See what people in your area have actually been paying here.)

Kia has much to be proud of with this new Forte. It’s a stylish, well-equipped ride that I think has earned its place among the leaders in this class.