Same engine, almost same price and same specs. Don't have experience of KIA but my wife drives Tucson and the service is not bad at all.

So it depends on your choice of the looks. Personally, I think sportage looks more cool than Tucson.

One more thing I would consider is the numbers of new cars on the road. There are a lot more new Hyundai on road than Kia Sportage.

Cheers and happy new year