Kia Motors has come a long way since it first entered the U.S. market decades ago. When Kia first entered the market in 1993, the Korean automaker sold just 212 cars.
However, Kia continued to innovate the design. By 2003, a decade after Kia debuted in the United States, sales had increased to just over 237,000 units. It also added unique features, such as the “tiger nose” grille conceived by then-chief designer Peter Schreyer and now a hallmark of the Korean company’s cars.
Kia Motors sold more than 780,000 vehicles in the United States last year. Kia Motors, along with its parent company Hyundai, is currently one of the best-selling automakers in the country, and the best-selling EV manufacturer outside of market leader Tesla.
The shift to electric vehicles is giving Kia new opportunities to differentiate itself and design a “new type of premium,” says Karim Habib, Kia’s current head of global design. .
Habib’s love of cars comes through in his conversation with Fortune, praising the “quiet, smooth ride” of Mercedes-Benz and Rolls-Royce, brands many associate with high quality.
EVs give the same impression, he says. “Our EVs (EV6 or EV9) are very powerful, yet very smooth and gentle, giving them an innate sense of luxury.”
For Habib, the luxury of an EV lies in its construction. Traditionally, premium cars have long wheelbases and short overhangs. This is because the engine is mounted directly behind the front axle for performance and handling purposes.
EVs may not have huge engines, but they do have huge batteries. The weight of the battery means that placing it between the wheels improves performance and handling, giving EVs the same long wheelhouses and short overhangs as luxury cars.
“In my opinion, EVs allow us to offer a very premium experience to people who previously couldn’t afford it,” Habib says.
A good example is the 2022 Kia EV6. In addition to the evolution to the ‘tiger nose’, the EV 6 also features short overhangs and a longer wheelbase. The entire car looks wider and lower, giving it a sportier impression. Habib also noted that the car’s organic shape is punctuated by taillights, creating something “uncomfortable but unique.” Since its launch, the EV6 has won over 30 awards, including the prestigious Red Dot Design Award.
Kia is also rethinking what its car interiors look like now that cars no longer have to make room for internal combustion engines. Habib explains that the larger battery pushes the car’s wheels “as far into the corners as possible,” giving designers more space to work with.
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