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HO SUNG SONG: Positioning Kia for new era in EVs

AUTOMOTIVE NEWS Kia wants to move the brand up? HO SUNG SONG:Not only up, but also younger. We are trying to target Generation Z and millennial customers. Compared with today’s customer profile, we want to target much younger customers. We need a different approach with design language, communication language and product strategy.
AUTOMOTIVE NEWS: Kia wants to move the brand up?HO SUNG SONG: Not only up, but also younger. We are trying to target Generation Z and millennial customers. Compared with today’s customer profile, we want to target much younger customers. We need a different approach with design language, communication language and product strategy.
HG
By:
Hans Greimel
November 30, 2020 05:00 AM

Editor's note: Kia CEO Ho Sung Song said EV "price parity must be considered in terms of total cost of ownership area." A previous version of this story misquoted him in this sentence.

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