Design Emphasis
| “ | In the past, the Kia cars were very neutral. When you saw one on the road, you didn't really know if it was Korean or Japanese…I think it's very important that you are able to recognise a Kia at first sight. | ” |
|
—Peter Schreyer |
Beginning in 2006 Kia identified design as its "core future growth engine" – leading to the 2006 hiring of Peter Schreyer as Chief Design Officer. Schreyer had previously worked at Audi (designing the Audi TT) and Volkswagen and had won the Design Award of the Federal Republic of Germany.
Schreyer has since been central to a complete restyling of Kia's lineup, overseeing design activities at Kia's design centers in Frankfurt, Los Angeles, Tokyo and the Namyang Design Center in Korea.
With the Kee concept vehicle, shown at the Frankfurt Motor Show in 2007, Kia introduced a new corporate grille to create a recognizable 'face' for the brand. Known as the Tiger Nose, Shreyer indicated he wanted "a powerful visual signal, a seal, an identifier. The front of a car needs this recognition, this expression. A car needs a face and I think the new Kia face is strong and distinctive. Visibility is vital and that face should immediately allow you to identify a Kia even from a distance." Commenting on the new signature grille in 2009: "From now on, we'll have it on all our cars".
Read more about this topic: Kia Motors
Famous quotes containing the words design and/or emphasis:
“We find that Good and Evil happen alike to all Men on this Side of the Grave; and as the principle Design of Tragedy is to raise Commiseration and Terror in the Minds of the Audience, we shall defeat this great End, if we always make Virtue and Innocence happy and successful.”
—Joseph Addison (1672–1719)
“Politics is not an end, but a means. It is not a product, but a process. It is the art of government. Like other values it has its counterfeits. So much emphasis has been placed upon the false that the significance of the true has been obscured and politics has come to convey the meaning of crafty and cunning selfishness, instead of candid and sincere service.”
—Calvin Coolidge (1872–1933)