In 2005, Kia Motors set its sights on design as its core growth engine of the future. In 2006, world class automotive designer Peter Schreyer (designer of the Audi TT and VW new Beetle) took the helm of Kia's design management as its Chief Design Officer. Kia Motors' design management strategy is not just about making its products more aesthetically pleasing on the outside. It is also about "design thinking", meaning that the pursuit for change and innovation is shared by all Kia Motors' empolyees. It also has to do with "design acting", which entails creative actions that bring about a more valuable "design experience" for customers.
"Only through design can we capture our customers hearts" - Peter Schreyer
Peter Schreyer believes that today, cars are no longer just a means of transport but also expressions of lifestyles. Cars are an essential part of our lives, and increasingly more emphasis is being put on their emotional value in terms of bringing people happiness and satisfaction. "Through design, Kia will develop into an attrative brand of choice that enjoys customer trust. It will maintain its design identity on the one hand, and strive to create distinctive value on the other. This is how Kia Motors, with its unwavering determination, will become a sustainable company that can withstand the test of time"
Peter's design philosophy "the simplicity of the straight line" has brought many new changes to the new Kia range, and by introducing the Kia "family look", a unified radiator grille design - the Tiger Grille, Kia Motors has pursued a brand image that speaks youth and dynamism. "the simplicity of the straight line", was inspired by the name "Kia", which is simple yet intense and conjures up feelings of openness and being to-the-point, it does not simply imply that we will incorporate straight lines in our car designs, rather, it points to a comprehensive aesthetic that is as simple and as beautiful as a straight line".
The new Grille is the product of many long hours of work aimed at creating a DNA unique to Kia Motors. The interior, too, marks a drastic departure from existing designs, with red lighting and a distinctive dashboard. From now on, anybody any where, will know they are looking at a car that is part of the Kia range.