Kia Motors Corp is out to change its image among Americans as a low-priced value brand with the recently launched $66,000 luxury K900 sedan, but analysts said it should expect an uphill
climb. The South Korean automaker has been asking U.S. consumers to "challenge the luxury you know" since its February Super Bowl ad featuring Laurence Fishburne, who reprised his role in the
futuristic "The Matrix" movie trilogy.
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