Frankfurt motor show 2007 - Kia Kee

The Kia Kee is more than just another eye-catching concept aimed at grabbing attention amid a forest of new cars.

It is nothing less than the design direction the Koreans will be following within a couple of years.

This time last year, Kia made a great show of having poached Peter Schreyer, the man who took the original Audi TT through to production and designed the retro Volkswagen Beetle, to be its new design director.

His brief was to create 'the new shape of Kia' and to bring some style to a range that's become increasingly high on quality and practicality, but which has been sadly lacking emotional appeal.

Kee, a two-plus-two sports coupe, is his first full design for the company.
Its chances of ever going into production depend on whether it could be sold in sufficient numbers to justify the development costs.

However, Schreyer is known to want the Koreans to commit to something like this to add a bit of glamour to the current range of small cars and 4x4s.

The Kee's significance is still considerable, whether it makes it to production or not. The grille will become the new face of Kia, and many other elements will make their way into production models starting in 2009.

'It was essential to my thinking that we did not lose sight of the fact that the Kia brand must continue to appeal to customers in the mainstream,' said Schreyer.

'I believe this concept car could be a landmark in Kia's history and I wanted it to appeal to the widest possible audience. It is the clearest design statement about the way I want Kia to be seen as we go forwards.'