Kia 2015 Annual Report Download - page 34

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‘Design Kia’ is at the center of everything we do at
Kia Motors. In 2015, Kia Motors continued to innovate
for the future of ‘Design Kia’, always looking to
go beyond what we have already achieved.
INNOVATION OF DESIGN MANAGEMENT
Since declaring a full-fledged commitment to design
management in 2006, we have produced a series of
automobiles with distinctive designs, including the
Soul, Sportage, and K-series. One key philosophy of
Kia’s designs is ‘The Simplicity of the Straight Line’. A
straight line is clear, precise, and distinctive, and we use
straight lines to create simple and clear structures as well
as exquisite interior and exterior details. Our unique,
distinctive designs add value to the Kia brand.
Kia Motors’ design management began to come to
fruition in 2009 when the Soul became the first Korean
car to receive the Red Dot Design Award, and the
Venga, a strategic model for the European market,
became the first Kia vehicle to receive the iF Design
Award. After its unveiling in 2010, the Optima (K5)
won the Best of the Best prize at the Red Dot Design
Award in the automobile category in 2011, as well as
the iF Design Award and Good Design Award. The third-
generation Sportage, Sorento, K900/Quoris (K9), Picanto
(Morning), and Rio (Pride) have also received multiple
awards and achieved high sales. Our commitment to
30 | KIA MOTORS
DESIGN MANAGEMENT