Kia 2005 Annual Report Download - page 33

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KIA Motors plans to install a state-of-the-art design center in the
premises of Kia's new European headquarters which is currently under
construction in Frankfurt, Germany. The design center, which will be fully
independent from its sister company Hyundai Motor, marks a significant
change in strategy, as its other existing design centers located throughout
the world are jointly operated. Through a separate facility, Kia Motors will
be able to further strengthen its goal of designing high quality vehicles
with European-oriented style and performance that are especially in tune
with the needs and desires of the booming number of Kia customers
throughout Europe. We cannot afford to be imitators in an age of increasingly
savvy consumers; the only way to create designs suited for Europeans is to form
creative think tanks within the region, and to closely analyze the trends of our
competitors.
In the recent ‘Stodgy Index’ study targeting the Y-generation consumers conducted by
<CNW Marketing Research>, an American automobile trend research center, all KIA
automobiles were placed in the top 10 trendy designs. As an important customer segment that
will shake up the future automobile market, the Y-generation is known not to lean towards
domestic brands, but rather towards unique economical vehicles that are fun to drive.
KIA’s unique designs are
catching on in Europe, a region
renown for designs, as well in
America with the Y-generation.
The Power to Satisfy The Power to Excite
33
2005 Annual Report