Kia Motors America has appointed Michael Sprague to a senior role in its U.S. sales efforts to replace Tom Loveless, who has left the company.

Sprague steps into the newly created role of executive vice president of sales and marketing. Loveless held the title of executive vice president of sales.

Sprague departs his role as executive vice president of marketing and communications. Under the new structure, Adam Perlow has been named vice president of sales operations. Perlow, who had been Kia's eastern region executive director, reports to Sprague.

Sprague joined Kia in 2008. During his tenure, Kia has launched 16 new or significantly redesigned vehicles. The company also raised public awareness of its brand with Super Bowl ads, the hampster marketing campaign for the Soul, partnerships with the NBA and LPGA.

 "On behalf of KMA, we thank Tom for his contributions to Kia's growth in the U.S., and we wish him success in all his future endeavors," said Byung Mo Ahn, group president and CEO of KMA and Kia Motors Manufacturing Georgia. "This restructuring is intended to support our long-term strategy and continued growth in the U.S. market."