Kia Motors America has hired Alex Fedorak to be its director of public relations.
Fedorak will report to Ian Beavis, Kias director of marketing.
The change comes at a critical time as Kia prepares to launch the redesigned Sedona minivan at the end of January, and a redesigned Optima sedan at the end of March.
Fedorak understands the industry inside and out. He's a strong product guy, and he's worked in a multicultural environment and understands that experience, Beavis said.
A key challenge for Fedorak, Beavis said, is to communicate the differences between Kia and Hyundai products. Kia is owned by Hyundai Motor Co. and share platforms with the Hyundai brand.
Fedorak, 55, was senior manager of product public relations for Subaru of America Inc. from 1984 through 2000. He worked as executive vice president for vehicle logistics company A&M Specialists until 2005, when he returned to Subaru.