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:
“The reason American cars don’t sell anymore is that they have forgotten how to design the American Dream. What does it matter if you buy a car today or six months from now, because cars are not beautiful. That’s why the American auto industry is in trouble: no design, no desire.”
—Karl Lagerfeld (b. 1938)
“The emphasis must be not on the right to abortion but on the right to privacy and reproductive control.”
—Ruth Bader Ginsberg (b. 1933)