Kia, Mazda Join the 40-mpg Club

Want to get 40 miles per gallon without the complexity of a hybrid? Kia and Mazda have a couple of suggestions for you.

Kia debuted its 2012 Kia Rio (pictured) at the New York auto show today. It's said to be the Korean automaker's first gasoline-powered model to achieve 40 mpg. And Mazda says its freshened 2012 Mazda3 will do the same.

Kia's Rio will be available as both a sedan and a five-door hatchbook. It's powered by a 1.6-liter, four-cylinder engine with direct fuel injection and start-stop technology, which turns the engine off while you're stopped at traffic lights and so forth. Transmission choices are a six-speed manual or automatic.

Pricing, excluding transportation charges, will be below $13,000. Kia is hoping the low price and high gas mileage will make the Rio a winner among American drivers facing gas at $5 or more and a shaky economy.

Mazda also looks to join the 40-mpg club with its freshened Mazda3, featuring a new 3.0-liter, direct-injection engine and a new SkyActiv transmission. Mileage will be 28 mpg city/40 mpg highway, the company says.

Pricing information and trim levels haven't been finalized.