The Seltos competes with other small SUVs such as the Mazda CX-30 and the Ford Escape and the Honda HR-V. It offers competitive pricing while offering true, upright SUV proportions, something that the cheaper HR-V can't claim. Kia have made a push towards offering lots of convenience tech with their vehicles, bringing many features further downmarket than they've ever been before. Available options on the Seltos include things such as smart cruise control and lane following assist, meaning that if properly optioned, the Seltos can nearly drive itself on the highway.