Not counting parent company Hyundai, Chevrolet is Kia’s biggest cross-shopping brand, “So be careful, that’s where our customers are coming from,” says COO Len Hunt. Hunt acknowledged that Kia needs an “emotional” vehicle to help the brand grow in the United States — that car could be the Kia Soul concept crossover vehicle, says AutoWeek. Hunt said he is beginning to reposition Kia’s brand image away from its bargain basement, economical transportation roots. In five years, Hunt believes that Kia will begin touching the “passion rung” on the brand ladder. “We’re just on the bottom rung, establishing confidence in our products through price and warranty,” he says. “Next is building integrity into the brand.”
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