Kia 2009 Annual Report Download - page 16

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How does design contribute to Kia Motors’
overall value creation?
A product that has been perfectly designed will make you want
to own it at rst glance, before you even begin thinking about
such decision factors as price and comparative performance.
This is the goal that Kia is striving for: to make every one of
our vehicles a product that people will react to instantly and
want to own without giving a second thought. Our rst such
vehicle was Soul, a car that has exceeded all our expectations
and proven the value of our design work.
How have you managed to balance
Kia’s design priorities with the need to introduce
eco-friendly products to the market?
This question touches on a common misunderstanding of
the concept of ‘design’. Design is not simply the shapes and
colors of a product’s external appearance. Of course, these
are the things that create the all-important rst impression,
but the rst impression is only supposed to make people want
to nd out more about the product. As they continue to learn
about the car, they will discover the advanced technology,
aerodynamic body, recyclable materials and, most important,
a design philosophy that centers on sustainability. Once the
prospective customer appreciates all these things – and that
they are all part of ‘design’ – then they truly know that this is
the car for them.
Peter
Schreyer
Interview with
CHIEF DESIGN OFFICER
Q1.
A1.
Q2.
A2.
REDEFINING
MOBILITY
KIA MOTORS
ANNUAL REPORT
2009

REDEFINING
MOBILITY
KIA MOTORS
ANNUAL REPORT
2009
