Kia 2010 Annual Report Download - page 16

The design management philosophy at Kia Motors
extends far beyond product design. In the past,
design was used as an innovation tool to update
and improve existing products. We see the role
of design much more expansively, and we have
infused design innovation into our corporate culture.
It surrounds all of our staff and management, all
the time, fostering and atmosphere that breeds
creativity and differentiates us from competitors.
It is ‘Design Kia’ that strengthens our unique
strengths by constantly providing opportunities to
nurture our culture of creativity and passion. Backed
by design management, Kia has unveiled innovative
products including K-series sedans (Optima and
Cadenza) and R-series SUVs (Sportage and Sorento)
in 2010, and we will continue to move towards
sustainable growth.
Driven by Design
6.
DESIGNING
WORKPLACES
7.
MAKING
DESIGN A KIA
HALLMARK
1.
DECLARING DESIGN
MANAGEMENT 2.
SELECTING A LEADER
FOR OUR DESIGN
TEAM
4.
ESTABLISHING
A GLOBAL DESIGN
NETWORK
3.
UNVEILING
THE RESULTS
5.
APPLYING THE
‘FAMILY LOOK’
8.
RECEIVING
TOP DESIGN
AWARDS
1. Declaring Design Management
The 2006 Paris Motor Show served as the
platform from which we revealed our intentions
to the world, announcing the launch of our
design management system and unveiling Kia’s
unique design DNA.
2. Selecting a Leader for Our Design Team
The next step was to find just the right person
to take on the role of Chief Design Officer. That
person was Peter Schreyer, one of the world’s
top three car designers.
3. Unveiling the Results
In April of 2007 our new concepts were ready
for launch. ‘The simplicity of the straight line’
became the unifying element that would form
the identity of Kia’s new line-up of automobiles.
4. Establishing a Global Design Network
The opening of the Kia Design Center America
in June of 2008 completed a design network
that spans the world. It joins the Kia Design
Center Europe, located in Kia Motors’ European
headquarters in Frankfurt, as part of a creative
web joining America, Europe, Korea and Japan.
5. Applying the ‘Family Look’
Kia Motors showcased a concept car called the
‘Kee’ at the 2007 Frankfurt Motor Show. The
Kee’s radiator grille had been stylized to take on
an animal expression, inspired by the snout of a
tiger. The same elements were later applied to
the Koup concept car and the Lotze Innovation
(Optima/Magentis), Forte (all-new Cerato) and
Soul production automobiles.
6. Designing Workplaces
Design management has became an integral
part of our corporate culture, spreading
throughout the Kia organization first as slogans,
and eventually as a full-fledged revolution in the
way our employees, managers and executives
think about and perform their daily tasks.
7. Making Design a Kia Hallmark
Led by the Morning (Picanto), Mohave (Borrego),
Lotze Innovation (Optima/Magentis), Forte (all-
new Cerato) and Soul, the ‘Design Kia’ wave
spread across the domestic market, allowing Kia
to grab 30% of new car sales in 2008.
8. Receiving Top Design Awards
●
2008
– Kia Motors proudly received the President’s
Award for Design, Korea’s most respected
prize for design excellence.
– Forte received the Pin Up Design Award.
– Soul won honorable mention from the Red
Dot Design Award.
●
2009
– Soul won honorable mention from the 2009
Red Dot Design Award.
– Soul proudly received the President’s Award
for Design, Korea’s most respected prize for
design excellence.
– Venga received the 2010 International Forum
(iF) Design Award for Transportation Design.
●
2010
– Optima and Sorento received the 2011
International Forum (iF) Design Award for
Transportation Design.
– Optima and Sorento won 2010 Korea’s Good
Design Awards.
– Optima and Sorento received ‘2010 Good
Design Awards’ in the US.
DESIGN
MANAGEMENT
REPORT
32 COMPONENTS OF SUSTAINABLE GROWTH 33
KIA MOTORS ANNUAL REPORT 2010