Not the case in the Milford Kia lot in CT. Most of the Optimas - and other models - had Kumhos and Hankooks(!) wrapped around them, relatively well rated tires at least on TireRack. Mostly Greens and only a couple high yellows on that rating system. The factory Bridgestones/Firestones and Uniroyals showed lots of "pink" for things like wet handling and snow & ice. Outa here! Kia seems to know how to tread a car.
**************** I was in Discount Tire last week, and ended up buying a set of Pirelli's which were highly rated by the users. I asked the manager there about some of the apparent discrepancies between tire quality and name. His answer was that companies like Walmart and Discount get commitments for large quantities of "house" tires which are made to their specifications. These tires might be from "Michelin" or such, but are not necessarily to the same standards as the non-house Michelins.
Sometimes the company has these tires branded with their own names, sometimes not.
What you think you see is not necessarily what you get, is the moral, I guess.