Kia - the "sporty" Korean?
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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