Kia Motors America COO Len Hunt is targeting Chevy customers, and Chevrolet's "sporty image" in his future growth plans for Kia in the U.S. market.

Hunt says Kia is looking for an "emotional" vehicle, possibly like the Kia Soul concept (shown at right) that debuted in Detroit, as it tries to develop a more passionate relationship between the brand and its American customers. He sees parent company Hyundai positioning its brand as a higher-end, more refined offering, with Kia moving away from a cheap transportation image to become "the sporty Korean."

When Hunt talks about passionate customers, he knows whereof he speaks - he formerly worked for Volkswagen, Jaguar, Audi and Bentley.


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