The Samsung Audio System in the Niro Touring (they own Harmon Kardon, & Infinity, & Lexicon, & Mark Levinson, and and and and) is O.K. and certainly better than your average base stereo system used in vehicles. At my age and state of hearing loss, it's certainly not worth going to the aftermarket for further improvement.
As many have posted here, adjusting the EQ / Tone Controls can help fine tune the system for the environment in which it is located. It would just be nice to have more adjustable frequency ranges than the 3 provided in the Niro, although most people wouldn't know how to set them up anyway.
The best factory stereo system I've personally heard recently was in a Volvo which had a 5 band EQ. After I'd adjusted it for my personal taste the salesman said, "I don't know what the heck you did but just leave the settings there as it sounds awesome".
Of all the vehicles I've owned, the factory audio system I enjoyed most was an Infinity Setup in a loaded 1991 Dodge Grand Caravan which had a 7 band graphic EQ with a subwoofer. Pretty remarkable for what would be considered a non-premium vehicle. A good equalizer can definitely help overcome shortcomings in the speakers and audio environment.
The 900 Watt, 12 channel, 17 Speaker Lexicon system in a Genesis G80 is pretty sweet but at that price, it should be.
Also, over the years I've heard aftermarket sound systems, that cost the customer Thousands of Dollars, which to my trained ear sounded like crap. Loud? Yes! Acoustic Fidelity and Transparency? Absolutely Not!