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Kia Motors' Cheap Chic
Can cars be chic and cheap all at the same time? South Korean carmaker Kia Motors believes so. According to Business Week, Kia is betting the aesthetic of its German design chief will appeal to budget-minded drivers as it begins rolling out its new models in North America and Europe.
"When Shin So Hyun shopped for a compact car in April in Seoul, it didn't take her long to go for an $11,200 Forte from Kia Motors. "Of the cars in my budget, the Forte has the best design," says Shin, an insurance company planning manager in her late 20s. Few drivers would ever say that in the U.S., where Kia is generally seen as the opposite of style. But thanks to its new German design chief, Kia is making a splash at home and has hopes of doing the same in the U.S..."