Kia 2014 Annual Report Download - page 20

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“The Simplicity of the Straight
Line” is a key element of Kia’s
designs. A straight line is “clear,
precise, and distinctive”, a
concept which is reflected in our
designs and given shape in our
final products.
Kia’s design direction aims to
consistently appeal to customers
by offering simple and clear
structures, exquisite interior
and exterior details, and a
differentiated experience.
Our design philosophy, “The Simplicity of the Straight Line”,
represents Kia’s ultimate styling direction for our cars. A straight
line is clear, precise, and distinctive. We have established our
identity by combining the beauty of simplicity with uniqueness
and precise delicateness. This design philosophy has had a
signicant inuence on forming a challenging yet creative
corporate culture.
In 2006, Kia Motors chose to implement design management
by differentiating strategies to enhance global competitiveness.
The Soul, originally launched in 2008, was the rst vehicle
developed under this strategy. We put our heart and soul
into its design, with an aim to create a strong visual icon that
would mesh well with our youthful brand ethos. Kia Motors
has successfully raised our status at home and around the
world with our consistent yet fresh and unique “family look”,
beginning with the innovative Soul and including the K7
(Cadenza), K5 (Optima), and K9 (K900/Quoris) models.
A brand new Kia design center was opened in 2014. Located
inside the Namyang R&D Center in Korea, it has one story
below ground and two above, with a total area of 18,000 m2.
The center is also equipped with an outdoor showground at
which our top management can make nal evaluations of new
vehicle designs. This new facility has laid the foundation for
us to foster our design capabilities and cement our design-
leadership status in the global auto industry.
In addition to the Namyang Design Center in South Korea, we
operate overseas design centers in Frankfurt, Germany and
California, U.S. Completed in 2007 and 2008, respectively,
these centers help to enhance our design competence, clearly
communicate our own identity and differentiate our brand
from others by analyzing global market trends and closely
observing customers’ lifestyles. Through these centers we have
established a global design network, linking Asia, Europe and
North America.
A “family look” unique to Kia Motors Global design network
Design Management
Kia Motors’ design capabilities have been a fundamental
driver behind our continued success. Kia vehicles, starting
with the Soul, have been designed with an innovative “family
look” that is consistent between all models in the Kia lineup.
As a result of our distinctive designs, we continue to boost
our brand status by winning worldwide recognition.
36 37
Annual Report 2014Our Strengths