Design & Technology / Product
Venga’s Design Story-Color &Trim May 18th, 2010
By Kia Design Center
Sporty and refreshing color schemes were needed to match Venga’s dynamic and distinctive style to appeal to our main target group of young European consumers. Color trim designers from Namyang and Europe design centers joined hands to analyze the lifestyle and sensibility of the locals to develop optimal colors and materials.
We considered several color trim packages that fell in line with rising quality of life and consumption awareness levels. The selected ideas were subject to consumer reviews before the launch of mass production.
We created a less glossy crash pad to project a sense of refinement that also met our standards for cost, material property and production technique. For the switch panel, we chose paint to exude a sense of soft texture.
Compared with their counterparts in North America and Asia, European consumers show a high preference for blue tones, in addition to black and silver. The exterior color options include a deep blue exterior favored by locals. We also decided on a bright blue targeting the young, and gold to appeal to fashion-conscious drivers.
Three packages are available for the interior color: View – a black package with a sporty and young flair, Beat – a novel black combined with high-glossy green, and Fuse – a brown package with a feminine touch.
Catering to aesthetic demands in Europe, Venga represents Kia’s successful localization strategy. Venga should pique the interest of European consumers who value practicality and wish to keep up with the latest trends.