Kia 2012 Annual Report Download - page 25

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Design Kia, Our Core Strength
Kia Motors set ‘design’ as the core competency for
the future in 2005, and declared design management a
priority in 2007, making a commitment to target the global
market with Kia’s unique and excellent designs. Through
our design philosophy, ‘the simplicity of the straight line’,
and by pursuing enterprise-wide design management,
we have established an exclusive family look that makes
Kia vehicles instantly recognizable with a mere glimpse.
We continue to refine this family look by focusing on our
premium image through highly sophisticated designs and
fine details.
The first new models with our innovative family-look,
including the Cerato (Forte) and Soul, helped turn Kia
Motors into the world’s fastest growing automaker.
Following the launch of the Kia Quoris (K9) in the first
half of 2012 and the new Cerato/Forte (K3) in the latter
half of 2012, a refreshed version of the Cadenza (K7)
made its debut. The Cadenza is an improved version of
our premium large-size sedan that embodies Kia Motors’
new design philosophy and marks the completion of the
‘K-series.’
Global Accolades for Design Kia
Kia Motors’ models are increasingly recognized for their
global design competitiveness after a winning spree of
prestigious design awards at home and abroad. In 2009,
the Soul was named Honorable Mention in the Product
Design category at the red dot Design Award. This was
the first time a Korean model received recognition at
the red dot Design Award, marking a starting point for
global recognition of Kia’s design. In 2010, the Venga
was selected as a red dot Winner, while the Optima (K5)
and the Sportage received Best of the Best and Winner
distinctions, respectively, in 2011. The Picanto (Morning)
and Rio (Pride) were both Winners of the 2012 red dot
Design Award. As such, Kia Motors has had a winning
vehicle at the red dot Design Award for four straight years.
After the Venga received an iF Design Award in 2009, the
Optima (K5) and Sportage received recognition in 2010,
the Picanto (Morning) in 2011, and the pro_cee’d in 2012
– marking a four consecutive-year winning spree at the iF
Design Award. Not only that, the Rio (Pride) won the IDEA
Design Award in 2012 for the first time in our corporate
history. In fact, we have been on a compelling winning
streak with 14 awards from the world’s top three design
awards over the past four years.
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