Content has been reconstructed based on interviews with stakeholders and historical records,
and may include partial dramatization for better understanding.
Until the early 2000s,
a Kia was known as
the “value-for-money Korean car.”
Good value? Sure.
But desirable? Not really.
Kia wanted more.
Not just to be needed, but to be wanted.
So, it asked the big question:
How do we become a brand that stands out?
The answer? Design.
In 2006, Kia made a game-changing move:
it brought Peter Schreyer on board,
a legendary figure in automotive design.
He wasn’t just here to tweak a few lines.
He came with a mission to reshape the brand,
starting with its face.
Together, Kia and Peter set out to
craft more than just eye-catching cars.
They wanted a visual identity rooted in its own philosophy,
and a face that’s unmistakably Kia.
“Kia needs an identity.
It needs a design philosophy.
If people are going to recognize Kia,
it needs a face that’s uniquely its own.”
-Peter Schreyer
Should every car follow the same design language—
or should each model speak with its own voice?
Kia found the answer:
one design philosophy, many unique expressions.
Peter Schreyer’s philosophy of removing
unnecessary ornamentation became
Kia’s new design language,
maintaining unity within diversity through
the “simplicity of the straight line” he proposed.
The KUE concept car unveiled at the 2007 Detroit Motor Show
Built upon that foundation, Kia’s new face,
the “Tiger Nose Grille,”1 became its signature.
It debuted with the elegant, clean lines of the K7,
then brought to life the bold personality of the Soul,
the commanding presence of the Mohave,
and the sleek details of the Sportage R and K5.
Each model stood out,
yet they all spoke the same visual language.
And for the first time,
people began to recognize Kia for its design.
1) Tiger Nose Grille: A bold and dynamic front grille design
that represents Kia’s identity, characterized by a shape
reminiscent of a tiger’s nose
Mobility is no longer just about getting from A to B.
With electrification, cars have become
spaces—and experiences—on wheels.
At this pivotal moment,
Kia welcomed world renowned designer
Karim Habib to lead its next design revolution.
The result?
A bold new philosophy called Opposites United—
a celebration of contrast, where tension
sparks harmony and difference drives progress.
Kia’s iconic Tiger Nose Grille evolved into the Tiger Face—
a design that balances curves and lines, and form with emotion.
And with that, the philosophy began to shape every detail.
In the EV6, a streamlined upper body
meets a high-tech lower frame.
In the EV9, muscular fenders and
flowing sides blend nature with futurism.
And in the K4, light flows organically
across a fastback silhouette,
creating a look that’s both refined and dynamic.
Opposites United has become
more than just a design principle.
It’s Kia’s spirit, a symbol of who we are
and how we move forward.
Today, whether it’s EVs or PBVs,
Kia continues to merge technology and emotion
when designing not just cars,
but movement as an experience in itself.
