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By Jang Soo-jin, senior researcher
Kia Color Design Team

Touch and feel the softness
An incredible amount of care and attention went into making the recently launched Kia Cadenza the automaker’s most advanced model to date. During market research into Cadenza target buyers in terms of where they go, what products they use and their preferences, we found that they do not like a conspicuous or exaggerated aesthetic. Indeed, a common trait held by target consumers is an emphasis on purchasing items for self-satisfaction and value that possess “unique luxuriousness” as a must-have quality.

The most popular colors for same-class models – namely, white, black and silver – were upgraded to form Cadenza’s exterior colors. Research focused on pigment with metallic particles to differentiate the basic colors. Our designers visited upscale hotels, boutiques and fashion shows to get a better feel for the subtle differences in hues. The results are the following three exterior colors.

Satin Metal was created to stress a more high-tech feel compared to conventional silver. High-brightness silver and silver pigment with large particles were mixed to recreate the impression of a mysterious, feather-light satin scarf blowing in the wind.

Platinum Graphite was selected through market research into dark grey hues preferred by overseas customers. By using a bright tone silver with fine particles, an upscale effect is achieved as the color looks bright when seen from the front but appears darker when viewed from the side.

Snow Pearl White has a sparkling and luminescent surface sheen with the substantial addition of synthetic pearl particles compared to the existing pearl white hue.

The main focus of the Cadenza’s interior was placed on discovering diverse materials to best convey an emotional tactile quality.

For the cluster housing, we first wrapped the cluster with a new material called air-cell (shape memory double raschel) before covering it with synthetic leather. This imparts a soft touch and scratch-resistant surface. Microfiber suede is used for the headliner, pillar trim and rear package to produce a cozy feeling. Additionally, the interior is free of environmentally hazardous chromium while the anion-emitting leather seats are designed to be class-leading.

While pondering how to create the “special kind of luxury” desired by target buyers, we came up with the idea of a “white package” featuring white leather trim. The first white package offered by a Korean automaker was initially unveiled through the KND-5 concept car (Seoul Motor Show 2009). The overwhelmingly positive response shown by local and overseas consumers led to the decision to offer the white package on the mass-produced Cadenza.

The duty of a designer is to create a reliable product that offers both style and function to consumers. The high-end natural leather (NAPPA) used on the seats, door center trim and console armrest was treated for anti-fouling. Owners are also provided with a leather care kit (cleaner and conditioner), dispelling fears about the white package becoming dirty quickly and delivering customer delight at the same time.

The die has been cast and the countdown has begun. Cadenza will spark a surge of interest and excitement due to the generous applications of new technologies and materials. We hope that customers will be able to enjoy their Cadenza experience with all five senses.

By Kim Chi-young, Researcher, Kia Exterior Design Team 2
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By Lee Seung-young, senior researcher, Kia Interior Design Team 2

All about perfect combination of light and lines

Once work began on the landmark project of creating Kia Motors’ first large luxury sedan, our design studios in Korea, the US and Europe collaborated and competed with each other to submit ideas. To give concrete form to a luxury sedan that would provide continuous expression of Kia’s young & dynamic brand image and design statement on simplicity, designers made diverse modeling attempts and conducted extensive research into the finer details. The process of selection and rendering was lasted over and over again until a final model was approved.

The process also included asking people around the globe about desired features in a luxury sedan. Analysis of those answers and research into numerous topics like lifestyles were conducted to design a car that would meet customer desires.
Based on the research on customer preferences and brand image, the main concept for the Cadenza was established as “A dynamic and luxury sedan with refined sophistication.”

The length and height of the car body were reduced to achieve a dynamic and sporty feel. The length and height of the car body were reduced to achieve a dynamic and sporty feel. The wheelbase – among the longest in its class – provides a solid stance and a greater feeling of interior space. A deeper front windshield angle and raised beltline creates an impression of nimble speed.

The key features of the Cadenza exterior are the perfect combination of bold and subtle lines that create refined surfaces and upscale details. Kia’s distinctive front grille and muscular bumper complete the strong front mask that sets it apart from cars in the same segment. The clean-cut rear exudes pure elegance with a high-tech combination lamp, dynamic trunk lid, wide chrome molding and sporty dual mufflers integrated into the bumper.

The profile best conveys Cadenza’s singular styling. The unique C-pillar graphic, in particular the upswept end of the beltline and the character line which imparts both boldness and subtlety, harmonize to deliver a sense of dynamic speed. The voluminous wheel arches project a mysterious appeal with the reflection of lights.

The individualistic and unique graphic LED indirect-lighting position lamps and rear combination lamps convey Cadenza’s singular identity at night and highlight Kia’s progressive values.

Cadenza’s interior is a progressive and luxurious space with a harmony of refined planes and lines, and high-tech lighting. With the main interior concept set as “a space formed through light and lines via communication with the driver,” we attempted to maximize the feeling of spaciousness and openness with dynamic styling. By focusing analysis and research into the IP(Installment Panel or Crash Pad) section, we were able to complete an interior that combines both beauty and function.

The bold styling of the center fascia grabs occupants’ attention as soon as they enter the car. After dissecting 3D images of modern architecture and high-tech products from multiple angles, in addition to an extensive refining process, we created a “floating fascia.”

Lighting was a major focal point of the cabin development process. A key task was figuring out how to express the diverse light elements portrayed in the initial sketches. Ultimately, we settled on the concept of ‘harmony of chrome and light’ to develop style elements that highlight chrome finishes during the daytime and lighting during at night.

Initially, the only light options available to us were bulbs and LED lighting. Accordingly, we conducted continuous studies into futuristic and stylish lighting systems by closely collaborating with suppliers of related technologies.

The light-permeating film (waveguide sheet) used in the large mood lamp and semi-transparent plastic panel (light guide panel) represent the culmination of diverse pattern applications and result in an upscale cabin atmosphere while avoiding a bulky headliner shape. Dozens of modelings were produced for the garnish alone to develop the optimal form.

Cadenza was born through such tireless efforts of designers. It is a product of design-centered management that is aimed at reinventing Kia’s brand image. As we devoted more time and effort to the development of Cadenza compared to other models. I feel confident that it will hail in a new era of Kia luxury sedans. And lastly, I hope that it will be embraced by consumers for raising their quality of life with an enhanced driving experience.

By Park, Byeong-jun
Kia Design Center

The first two-door coupe from Kia Motors, Forte (Cerato) Koup is distinct from the Forte (Cerato) sedan in many aspects, from design to color. The main concept behind color development was to come up with a “powerful, eye-catching color.” The idea was to maximize the young and dynamic image of the Koup.

Attention-grabbing red could very well be the color most commonly associated with a sporty car. Solid, striking red which exudes the sensual allure of a sports car has come to life in the Koup’s “Racing Red.”

Glossy black trims grace the front bumper molding, radiator grille, fog lamp housing, door handles and side mirror. The resulting “red & black” look projects an arresting yet refined dynamism. Black, silver and titanium grey were chosen for the wheels to present a solid and sophisticated image.

The Koup also boasts a unique interior color scheme. A red leatheresque material envelops the dashboard and door trim for a stylish and sporty feel.

Red stitch detailing adorns the bucket seats, door armrest, steering wheel and floor mats. Aluminum pedals are another element that emphasizes this car’s sporty concept.

Bright metallic colors were used for the center fascia and door trim for a stronger, more polished look.

An upgraded version of the lighting speaker featured in Kia Soul was applied to Koup’s door trim speakers. The speaker ring resembles chrome molding, but when you turn on the audio, the lighting will pulse in tune with the music.

As you can see, the diverse color and trim elements come together to create a distinctive identity for the Forte (Cerato) Koup that sets it apart from the Forte (Cerato) sedan.

Forte (Cerato) fans can look forward to the Forte (Cerato) hybrid which results in a marked improvement in fuel efficiency. The car will also feature different cues in Kia’s singular design characteristics. Featuring an innovative style and attractive colors, the third addition to the Cerato (Forte) family will be a symbol of “eco dynamic design.” It will soon be coming your way!

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By Kurt Kahl
Senior Designer
Kia America Design Center








Hi everyone!

My name is Kurt Kahl and I am a Senior Designer at the Kia America Design Center in Irvine, California. I was the Lead Exterior Designer of the Forte (known as ‘All-new Cerato’ in some markets) project.

Back in early 2005 we were handed a brief by Chief Designer Tom Kearns about a new C-segment sedan. I was enthusiastic about this project because the package had an ideal size and proportion. Compact sedans can deliver a good sense of driver involvement while not compromising on everyday practicality.

The image of a bulldog seemed appropriate for a small sedan with an aggressive stance so this became our ideation starting point. A bulldog’s front legs are dominant and more flared out than the rear and this accurately communicated the car’s front wheel drive layout. Having a background in architecture, I am inspired by modern buildings with their geometric shapes and shear surfacing. I wanted this design to be mathematically organized yet have enough natural feeling to keep from being too cold or unfamiliar. During the initial process, a sketch that had a clear checkmark shoulder theme was selected. This shape started at the base of the a-pillar and continued to the rear of the car while at the front, a separate front fender element developed out of the body side.

The first three-dimensional representation of the sketch would be a 1/4 scale clay model. After working with our excellent modeling team for only a few weeks, the Forte (All-new Cerato) had taken shape and was true to the initial sketch. The model had a solid feeling that appeared to be carved and honed rather than organically sculpted.

The profile was stretched rearward giving the car a short deck and a coupe-like image.
Stance was critical in achieving an athletic and agile appearance. The tension in the body side, trapezoidal forms in the front and rear graphics, and focus on fender forms allowed the model to have a planted look.

The decision was made shortly after design work had completed on the Forte (All-new Cerato) sedan to make a coupe variant. This was great opportunity to go a step further with the same theme but exaggerating the look with the flexibility of a sleeker 2-door package.

With the Forte (All-new Cerato) Koup, the first thing that we wanted to address was the overall height of the car. We compromised a small amount on head room to achieve a lower overall height but not to the point of encroaching on passenger space.

Next, the wheel flares were exaggerated and rocker areas simplified to visually plant and lower the appearance of the car. A sports coupe should have a sense of aggressiveness and this was further enhanced by enlarging the openings in the front fascia. The outer fog lamp apertures grew to the point that the body appears to stretch out to meet them. In the rear, we wanted the tail lamps to have a more sinister look so they were squeezed down to thin horizontal bars. The lower fascia took on a race inspired look with its vertical finned diffuser and twin exhaust outlets.

We feel very proud of the Forte (All-new Cerato) and it is only possible because of the dedication and hard work from Kia’s worldwide design and engineering teams. Go Forte (All-New Cerato) brothers!