Kia Sportage

This is the third generation Sportage, a ground-up new design that was previewed in theme by the 2007 Kia Kue concept - one of the first Kia designs to have emerged since the appointment of Peter Schreyer as Kia Design Director in July 2006. Like the concept, the production design has a clean and simple design language, the antithesis to the 'fluidic-sculpture' of cars from sister brand Hyundai as well as being an aesthetic that might have been expected from Schreyer.

Relative to its predecessor, the Sportage is significantly longer, wider and lower - proportional changes that mean that this latest design will compete directly with European market-orientated lower medium SUV-crossovers such as the Nissan Qashqai. Just like the new form language, this subtle but significant shift in proportions and thus class of car, is indicative of Kia's strategy to respond quickly to the market and not allow its immediate heritage to affect its current direction - a typically Korean approach.

Interesting design features include the polished metal appliqué running up the C-pillar at the trailing edge of the DLO (day-light-opening), the way the main façade of the IP sits recessed within the outer IP surface, and the confident use of orange on the door inners.

The car was well received by the design community on the show floor in Geneva. As befits the brand, it's not a radical design, but it is distinctive, well resolved and progresses the brand's design signatures such as the 'toothy' grille and lamp graphic. It seems very likely to build on the achievements of the Soul in elevating the Kia brand and helping it reach new types of customer. An impressive design.

Related Articles:
Kia Kue concept - Detroit 2007
Designer Interview: Peter Schreyer, Chief Designer, Kia