Kia 2013 Annual Report Download - page 20

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Customers recognize design as a unique strength of the
Kia Motors brand, and our outstanding designs have also
received recognition from influential foreign media and at
many design award competitions. This acknowledgement
is a result of the complete commitment we made to
design management in 2006 and the efforts since then to
enhance brand value through design.
A key factor in our design philosophy, ‘the simplicity of
the straight line’, is simple, understated beauty. In 2008,
the Soul became the first model to feature our family look,
which has been interpreted from a global perspective by
our design network that spans Korea, Europe and the US.
The Kia family look has continued to evolve and is creating
a strong impression of Kia’s identity in the global market
that is distinct from other brands.
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In 2009, the Soul won an Honorable Mention in the Product
Design category at the red dot Design Awards, becoming
the first Korean model to achieve this honor. At the 2013
red dot Design Awards, 4,662 products were entered by
1,865 companies from 54 countries in the Product Design
category, and the Kia pro_cee’d won ‘Best of the Best’
despite the fierce competition while the Rondo (Carens),
cee’d, and cee’d SW (Sportswagon) were chosen as
Winners. Kia Motors has now had a winning vehicle at
the red dot Design Awards for five straight years, and 10
models have received a red dot Award.
In 2009, the Venga became the first model from Kia
Motors to receive an iF Design Award. The Optima (K5)
and Sportage received recognition in 2010, the Picanto
(Morning) in 2011, and the pro_cee’d in 2012, ensuring
wins in four consecutive years. The Soul then received an
iF Design Award in January 2014, demonstrating once
again that Kia’s family look is being widely recognized for
its excellence.
In 2012, with the Rio (Pride) receiving an award at the IDEA
Design Awards, Kia has now earned recognition from the
world’s top three design award competitions – a true ‘grand
slam’.
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