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Kia Turns to Design in a Bid to Move Upmarket
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Kia Motors, a maker of lower priced cars, plans to use better design to get higher prices for its cars. It hired VW car designer Schreyer, who worked on the Audi TT sports car, to design the new Optima sedan. This has helped increase sales by 44% in the first 4 months of 2010 over 2009. Chung, son of Hyundai Motor chairman Chung Mong Koo, made the decision as President of Kia to hire Schreyer. He expressed his strategy by saying that he would attempt to make the new Kia cars a design choice, without the high price tags associated with such cars.
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