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Welcome to Microsoft Pri0: That's Microspeak for top priority, and that's the news and observations you'll find here from Seattle Times technology reporter Matt Day.

January 7, 2010 at 5:56 PM

CES: Microsoft will show up in Kia Sorrento on UVO

LAS VEGAS — Microsoft Windows Embedded has landed another car partner in Kia, which is rolling out its in-car voice and touchscreen technology in the 2011 Sorrento SUV this year.

Microsoft demonstrated the technology in a Sorrento and a Kia Soul on the first day of the Consumer Electronics Show today, although Kia has not made announcement about UVO for the Soul.

With UVO, drivers can make and receive calls through their mobile phones through a built-in car microphone and speaker system, and access music through any USB-connected device or SD card through a feature called Jukebox. Jukebox has 1 GB of storage in the car to rip CDs and store them in the car or upload MP3s.

“People expect rich screens in $40,000 or $50,000 cars,” said Ilya Bukshteyn, senior director of Windows Embedded Marketing. “They’re bringing them to a $15,000 to $20,000 car.”

UVO will also have a color touchscreen with a rear-view camera built in to to see behind the car when backing up, unusual for an economy model car

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