Even for a minivan, this is one of the dullest "all-new, completely redesigned" vehicles you’ll come across today. At a glance, Kia’s latest minivan could be mistaken for the Dodge Caravan of 10 years ago. It’s so indistinct you barely notice its blobby shape among all the sleek, sharp-edged cars on the road these days.

But don’t mistake bland for unworthy. Kia is selling value, not sex appeal, and the Sedona shows that the Korean automaker understands its mission well. Unlike first-line innovators such as Honda and Toyota, Kia isn’t spending millions to develop a killer app, like some of the slick gizmos on minivans today, that will put it at the front of the pack for years to come. Instead, Kia is learning from others who have come before and building solid, serviceable vehicles at great prices. The Sedona isn’t a knockoff, exactly, but it incorporates just about all the sensible, family-friendly features that have evolved in minivanland over the past 15 years. The base model Sedona, starting at just under $24,000, comes standard with power windows in the sliding doors, three-zone air conditioning to keep passengers in all three rows comfortable, and fold-into-the-floor third-row seats. That’s in addition to all the obligatory cupholders, storage nooks, and other doodads that makes minivans what they are.

Kia and its sister company, Hyundai, have also been smart about improving their appeal to families by making key safety equipment standard, instead of asking consumers to deliberate over how much extra money they should spend for peace of mind. On the Sedona, standard safety gear includes front, side, and side-curtain air bags, antilock brakes, and stability control—the full suite for a midmarket vehicle. Kia also offers a simplified set of features, options, and trim lines (only two) that is refreshingly easy to comprehend. There’s just one engine, for instance—no decision required on that one. A lot comes standard, at a good price, and extras are packaged reasonably. That has a way of reassuring consumers that the product is just a plain old good deal, without hidden costs or smoke and mirrors. It may be boring, but the Sedona will make buyers feel as if they have spent their money wisely.