A New Look for Kia
By Stuart Schwartzapfel
Kia's sports coupe concept is set to debut at the Frankfurt Motor Show. The concept represents a "new design ethos" for Kia, and is one of the first tangible signs of a new, design-focused product strategy.
Kia's chief design officer, Peter Schreyer, dreamed up the new concept at the carmaker's Frankfurt design studio, where he is responsible for reshaping Kia's brand identity and character. He says that the concept is "not simply a flight of fancy." As such, expect to see a RWD 2+2 coupe with an extended cabin—supposedly suitable for four adults. The side profile teaser image shown here, swathed in AutoCAD-induced shadows, looks more cartoon than reality.
But the most readily apparent design takeaways are the pronounced character line running along the concept's flank and its extended greenhouse (the dome of the backseat) which ends almost flush with the rear end. This is likely a functional move aimed at providing rear passengers with more room. There is also a pronounced bulge in the fenders just aft of the doors, while a blacked-out window strip extends past the doors into the rear, a stylish touch.
The Verdict: Kia has never been regarded as a design-centric auto company, so the concept splash is notable. The recently appointed design boss has apparently been given a carte blanche for experimentation, which should make for some exciting future products.
Schwartzapfel, a certified car freak, has studied the automotive marketplace and worked as an advertising/marketing strategist for major manufacturers. He does not write about any car brands for which he currently works
