Whether Kia or no, the HUD on my SX steals the show for me. It is so important having never to take my eyes off the road. I think all cars should be required to have it. My daughter has an EX without it which I drive occasionally. She doesn't even use cruise because it is just a tiny little line behind the wheel rather than big full in your face high color info. I also noticed how much better, very much better, the lane holding is with cruise on.