VEHICLE WAS TRAVELING NORTH AT APPROXIMATELY 50 MPH. DRIVER VEERED RIGHT ACCIDENTLY AND WENT OFF ASPHALT SURFACE INTO DITCH. VEHICLE ROLLED END OVER END TWICE AND LANDED UPRIGHT FACING SOUTH ON THIRD ROLLOVER. DRIVER WAS WEARING SEAT BELTS. VEHICLE WAS DAMAGED ON BOTH SIDES OF FRONT, TOP WAS CRUSHED IN, RIGHT FRONT WHEEL BENT INTO WHEEL WELL, WINDSHIELD WAS SHATTERED AND CAVED IN. THERE WAS DAMAGE TO BOTH SIDES OF THE VEHICLE AND THE HOOD. DRIVER WAS INJURED AND TRANSPORTED BY AMBULANCE TO HOSPITAL. THE MAJOR COMPLAINT WAS THAT THE AIR BAGS DID NOT DEPLOY TO PROTECT DRIVER. VEHICLE ENGINEERS FROM KIA MOTORS NATIONAL CONSUMER AFFAIRS INSPECTED THE VEHICLE AND STATED THAT AIR BAGS WERE NOT DEPLOYED IN A ROLLOVER BECAUSE CAR WAS NOT EQUIPPED THAT WAY. HE REPORTED THAT THE AIR BAGS IN FRONT WOULD HAVE DEPLOYED IN A FRONT IMPACT, THE SIDE CURTAIN AIR BAGS WOULD HAVE DEPLOYED IN A SIDE IMPACT. THE CAR WAS CONSIDERED A TOTAL LOSS AND NOT REPAIRABLE.