Design & Technology / Product
Design elements of the new ‘Borrego’ November 8th, 2007
By Peter Schreyer
Chief Design Officer
Kia Motors Corporation
The most exciting moment for me as a designer is to get the first reactions on our new developed products, like now for the Borrego.
The Borrego will be our key to entering the traditional full-size SUV segment and a strong statement of Kia´s intent to attract new customers.
Along with our well established Sportage and Sorento models, the Borrego will round out our SUV line-up and enable Kia to satisfy distinctly different customers ranging from the young, hip and cool to those searching for a more premium appeal.
With the Borrego we will enter into an SUV segment that attracts a more refined target group. This consumer group embraces clean, pure design and associates it with an aspiration for timeless value and quality.
The great overall proportions and design statement that goes much further than just fashionable details will appeal to costumers who are looking for a true, pure and rugged SUV. Tough, rough, and timeless in design – that is the concept of our full-size SUV. Based on our show car Mesa which successfully prepared the ground in this traditional market segment, we abandoned excessive styling and opted for a simple, refined and functional look.
I, for one, vividly remember the instantaneous attraction I felt when I first saw the Borrego in the metal in our testing area. It was a black Borrego with tan leather trim. The interior emphasized our approach on the highest level of fit and finish quality. I was convinced as soon as I drove it! The Borrego as a full size SUV (it’s even a 7-seater) impressed me by its very good handling.
I can’t wait to see the Borrego on the road and luckily we won’t have to wait much longer!