Kia 2010 Annual Report Download - page 14

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“ The process of designing a car is not
simply a matter of drawing the exterior
form. The place to begin is the emotions
you want the driver to experience, then
you find ways to express those feelings
with technology and design. We strove
to build cars that are beautiful, carefree
and eco-friendly, and unite them in an
instantly-recognizable design family.
The paradigm Kia created is the now-
famous ‘simplicity of the straight line’. ”
We are design-minded.
DESIGN MANAGEMENT
The impressive worldwide gains that Kia Motors has made can be
traced directly to our adoption of the ‘Design Kia’ management
paradigm. We realized that the only way for Kia to surge rapidly forward
in the global market and secure lasting brand power was to focus our
efforts on design. Kia has created not just a unique style, but a unique
sense of pride and identity that no other car maker can match.
Peter Schreyer
Chief Design Officer of Kia Motors
28 COMPONENTS OF SUSTAINABLE GROWTH 29
KIA MOTORS ANNUAL REPORT 2010