Kia 2010 Annual Report Download - page 15

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Design Management is the most
important management principle at
Kia Motors. It is the core competitive
advantage that propels us forward,
and it will be the key factor driving our
continuing sustainable growth. As the
foundation of Kia’s brand identity, design
is what reinforces the loyalty of our
customers around the world.
Design
Management
It was in 2005 that Kia Motors declared that the company would embrace
design as its core capability for the future, and base its worldwide growth
plans around the promotion of Kia’s unique design strengths. Through
enterprise-wide design management, we have established our own family
look that enables people to recognize Kia’s vehicles at first glance. In 2008,
Kia launched the Forte (known as ‘Cerato’ in some markets) and Soul to
introduce to the company’s new look, and started to win numerous awards
including the President’s Award for Design in Korea.
Kia began referring to the new management paradigm as ‘Design Kia’,
and it has brought us acclaims and accolades at home and abroad. The
recognitions started to pour in: the Soul, which embodied the full essence
of Kia’s design identity, received the 2009 Red Dot Design Award, one of
the world’s three major design awards, along with the International Forum
(iF) Design Award and the IDEA Award, a first for a Korean car. That same
year, the Venga, a vehicle designed specifically for the European market,
won the 2010 iF Design Award – also a Korean first.
In 2010, Kia’s new Optima (K5) and Sportage (Sportage R) received the
2011 iF Design Award in the transportation category, the Korea 2010 Good
Design (GD) Award and 2010 Good Design Awards in the US, thereby
opening a new chapter for ‘Design Kia’.
We Call It ‘Design Kia’
DESIGN
MANAGEMENT
DIRECTIONS
2007
THINKING OF DESIGN
Creating interest and
excitement for Design Kia
2008
ACTING ON DESIGN
Adopting specific images
embodying Design Kia
2009
EXPERIENCING DESIGN
Sharing the results by launching
representative new cars
30 COMPONENTS OF SUSTAINABLE GROWTH 31
KIA MOTORS ANNUAL REPORT 2010