Get passionate for new Kia design

Tuesday, January 09, 2007

Kia wants owners to be 'passionate' for its cars
New design direction intended to do this
Kue concept car shows off new design ideas

Kia's Kue concept car indicates the design direction the company will take

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The Kia Kue crossover 4x4 unveiled at the Detroit Auto Show is significant for three reasons.

First, although it's very much a concept with no hope of making it into production, it gives pointers to the look of future Kias. Some of its themes are likely to be seen on the next-generation Sorento 4x4, and it's thought that the Kue's all-new platform will form the basis for the new Sorento.

Second, the Kue is also the first car to feature some input from Peter Schreyer, Kia's German design director, who was recruited from the Volkswagen-Audi group last autumn. Schreyer is the designer behind the first Audi TT as well as the current VW Beetle.

Finally, Kia admits that owners 'do not feel an emotional attachment to the brand' and says it wants to turn their otherwise positive opinions into 'stark-raving passion'. That turnaround in opinion will come from the new design direction, Kia believes.

The Kue is a 4.7-metre-long coupe-like 4x4 aimed at the Range Rover Sport. It has been engineered to take a new 4.6-litre, 400bhp supercharged V8 engine that's being developed by the Kia-Hyundai group.

Designed in Kia's Californian studios, it has minimalist surfaces and clean, simple lines that are expected to be at the heart of the company's new look. The interior is equally clean, with the instruments and switches mounted in the centre of the steering wheel.

• Kia did confirm that the Soul concept from Detroit last year - a small 4x4 shorter than today's compact Sportage - will go into production in 2008. It will marry genuine off-road capability with 'lifestyle' interior features, such as a docking station for an MP3 player.