What new K7 actually means..Kia′s new design identity

[Kim, Song-Yi] New K7 shows Kia’s new design direction. Under the new slogan‘ Design of Kia’, Kia’s current design features has been introduced with the first generation K7 unveiled in 2009. Kia then, with the second generation K7, has developed its own design identity.

The 1st generation K7 was first shown in the drama ‘Iris’ before its official debut. The drama ‘Iris’ is about the story of government secret agency, and K7, with its rear door design, caught people’s attention. Sporty window line, and the design which emphasizes face, K7 is often evaluated as a design which have furthered the Korean domestic carmakers’ design quality.

Starting with K7 in 2009, Kia has been completed its brand design identity along with K5, Sportage R in 2010, K9 and K3 in 2012. Especially, K5 took the first place in the mid-sized sedan segment, and Sportage R has affected Kia’s global records of SUV. Both K5 and Sprtage R virtually a same models with Hyundai’s YF Sonata and Tucson, but they made themselves differentiated with design.

The 2nd generation K7 which shows Kia’s new design direction is futuristic luxury. The ‘Z’ shaped signature LED lamps are adopted. Such signature have been presented by premium brands like Benz, BMW, Audi before. As a LED lamp has a large range of design, it will have been a trend for carmakers.

New K7 puts its grille at lower position in order to make bonnet look longer. Through it, although it is a front-wheel drive sedan, it has a long bonnet like a rear-wheel drive. Long bonnet and gentle roof eventually give K7 dynamic proportion. Also, the head lamps located at higher part of the front makes the body seem low.

The intaglio grille leads K7’s overall atmosphere. Especially LED daytime running lights connected to the grille are located at the bottom of head lamps make the design unified, and the luxurious performance is emphasized during the daytime with its sports sedan like look.

In terms of the rear part, the face of trunk lid is emphasized through the number plate on the bumper. Such way of design is usually used by Porsche, which emphasize the details of rear lamps and design unity. Comparing with the first generation K7, rear is the biggest part of design changes, which gives luxurious feeling of the face, simpleness, and the dynamism.