Ahead of the unveiling of its flagship K9 sedan in early May, Kia Motors Corp. on Thursday held a news conference where Chief Design Officer Peter Schreyer explained his design philosophy.
Mr. Schreyer drew a pencil sketch of a K9 on a big white board to show what makes the upscale sedan different from its competitors from BMW AG, Audi AG and even the company’s sister company Hyundai Motors. He said simplicity, balanced proportions and attention to detail are important features for the new model.
“This is a really big step for Kia. Combination of power and style is a breakthrough for Kia,” Mr. Schreyer said. Kia has seen its presence growing in global markets since 2006 when the company brought in Mr. Schreyer, former top designer at Audi and Volkswagen, for design innovation. Mr. Schreyer said he was “given a lot of freedom” which he added he rarely experienced in his former workplaces.
Helped by changes in design and improved brand recognition, Kia’s profits have soared. Last year, non-consolidated net profit was 1.805 trillion won (US$1.6 billion), far above the 39.34 billion won ($35 million) Kia made in 2006. Unit sales more than doubled to 2.48 million from 1.23 million in that time.
Nearing a completion of the K-series with the distinctive “tiger-nose” or “tabbed” grille, Kia is set to add the K9 in the existing lineup including the K5 (or Optima) and K7 (or Cadenza) sedan. The K9, Kia’s first rear-wheel drive model, shares the same platform as the Hyundai Equus sedan.
Next in the pipeline: facelifts and upgrades on existing models, Mr. Schreyer said.
But no change to Kia’s emblem. “There is no reason to change it. The emblem has been facelifted and (it looks) short, clear and it is good.. for any country,” he said.
Courtesy of The Wall Street Journal Asia
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