Kia 2007 Annual Report Download - page 14
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Kia Motors Annual Report 2007
A:‘The simplicity of the straight line’ is a very philosophical term. The straight
line symbolizes cleanness, perpetuity and honesty. From now on, we must not
copy existing models. We require fresh ideas. While we stick to the obvious
simplicity, we should make cars that others cannot copy. It’s very hard to make
extremely new things, however, we will establish Kia’s unique, new and consistent
future design concept with this philosophy. Kia is now facing challenges and
opportunities in terms of elevating the brand. To this end, all Kia employees, from
designers who make sketches to workers on the production lines, should head in
the same direction and focus all their energies towards it. The future of Kia Motors
will be embodied by the design goal of ‘the simplicity of the straight line’.
Q:Why did you view ‘the simplicity of the straight line’
as the direction of Kia’s future design?
Chief Design Officer
Peter Schreyer
Interview with Chief Design Officer