“Simplicity Is the Key Concept of Future Auto Design”

“The simplicity of straight lines is the key design concept of Kia Motors’ future line- up,” said Kia’s Chief Design Officer Peter Schreyer, after being asked about the blueprint of the company’s design focus.

“In order to render uniqueness for our brand Kia Motors, all staff, from designers to factory workers, are concentrating their energy on the unitary goal of ‘simplifying straight lines,’” the CDO said in a seminar hosted by the Korea Association of Industrial Designers (KAID) at the COEX Intercontinental Hotel in Samsung-dong, Seoul, on April 3.

“Simplicity of straight lines implies values such as neatness and uprightness, and we will create the identity of Kia Motors based upon this moderation of lines,” he said. “Audi took 20 years to obtain its distinctiveness, but it will take much less for Kia.”

Schreyer unveiled for the first time Kia’s new concept car, the KND-4, a sports utility vehicle produced according to this design philosophy. Adopting a 2200cc diesel engine and cutting-edge information technology, KND-4 was initially planned to be revealed at the Seoul Motor Show 2007 on April 5. He said, “KND-4 is an innovative model which replaces the prevalent four-door style SUV with a two-door coupe style. You can tell the basic direction of Kia’s SUV design in the future from this car.”

CDO Schreyer moved from Volkswagen after being scouted by Kia Motors in July last year, as the company planned to develop a lineup distinctive in design from its sister firm Hyundai. He had worked as the design director of Audi between 1994 and 2002 and played a key role in introducing the German manufacturer’s most innovative models such as the TT and A6.

bell@donga.com