INNOVATION

The power to make imagination a reality

DESIGN

A different Beat, Your Joyful Moment A different Beat, Your Joyful Moment A different Beat, Your Joyful Moment A different Beat, Your Joyful Moment

Emotive Driving

DESIGN DIRECTIONS

Design Gives Spirit to the Brand

Design is not just about shapes, lines or decoration. It is about instilling soul into a brand and making customers passionate about a product. The ultimate goal of Kia’s styling activities is to create complete, pure and unprecedented designs that define the Kia brand. To this end, Kia will seek deeper interaction with more people around the world to gain a more extensive understanding of different markets and technologies as we strive to make the Kia brand more exciting and fun.

DESIGN DIRECTIONS

The Simplicity of the Straight Line

The simplicity of straight line is one of the core fundamentals underpinning Kia’s design philosophy. Straight lines represent clarity, precision and distinctiveness, and these traits are fully reflected in the attitudes and vision of Kia designers. Our design efforts are focused on attaining long-term loyalty from customers with simple shapes, delicate interior and exterior details and the provision of experiences that are hard to find in other cars.

DESIGN DIRECTIONS

Kia Family Face

Kia created a visual symbol as powerful as its brand logo. The signature grill, headlamps and brand logo form a unique and consistent family look that has evolved over the years and is now so common on the roads that people can instantly recognize the brand from a distance or in the dark.

Design Process

Sketching & Rendering

Initial design concepts are created through idea sketching following analysis of consumer trends and lifestyles.

Tape Drawing

The full size sketch of the concept is created on an upright surface using black photographic tape to determine the match between the design aim and the actual image.

Digital Modeling

The vehicle is recreated through a computer- generated 3D image whose data is then used for assessing the design and aerodynamics.

VR Model Review

Virtual reality technology is used to comprehensively review a design and ultimately determine the direction for the final design.

1:1 Scale Clay Modeling

A 5-axis CNC milling machine creates a life-size model of the car, which is then completed under the precise hands of modelers.

Color & Trim

A diverse range of color options is developed to best match the design of the car and add more life and style to it based on extensive analysis of consumer preferences.

DESIGN

Design Center

Namyang Design Center

Namyang Design Center is the birthplace of Kia cars of the future Unique exteriors and stylish interiors are created using computer-based digital modeling while new colors are developed based on research into the latest global trends.

Europe Design Center

Located in Frankfurt, Germany, Kia’s Europe Design Center is helping to change perceptions of the Kia brand across the continent as well as worldwide. Its dedicated team of designers create concept cars of the future as well as production models for both Europe and the global market.

U.S. Design Center

Located in Irvine, California, Kia’s U.S. Design Center is helping to shape the future of driving through its stunning concept cars and styling activities for many Kia models marketed around the world.