The new K7′s refined design and its fly in the ointment

[Kim, Song-Yi] The second generation K7 has been arrived as a full changed model.

I feel time goes fast every time when new car is released. The first generation if K7, I believe, was introduced in 2009.

At that time, the concept model with innovative white leather seats and designed by one of the top designers Peter Schreyer obviously got people’s attention.

A luxurious sedan, which had a conservative design in Korea domestic market, the introduction of K7 with younger and sportier design is definitely a sensational issue.

At that time of K7, shows the image of a luxurious sedan driven by owner well. Like Grandeur which emphasizes the proportion of the rear seat gives some Chauffeur driven car image and a car driven by its owner simultaneously.

Today’s HG Grandeur also gives such feelings. Ironically, Grandeur itself does not pursue a conservative look while it is suitable for being called as a luxury sedan.

Then what makes such different feelings towards K7 and Grandeur? Actually, both Grandeur and K7 are in the same platform, which does not make any big differences. However, their designs make it. Because of the design, targets are different, and consumers usually see Grandeur as a traditional(?) luxury sedan while K7 as a younger premium vehicle.

In terms of the side design of the car body, quarter glass behind C-pillar contributes to make such images. Except the 2nd generation and 3rd generation XG, all Grandeurs have quarter glass behind their C-pillars.

Quarter window glass emphasizes the rear seats and gives much splendid look to the side.

Of course, not every luxury sedan has such tendency. But, typically, thicker C-pillar or quarter glass makes rear seats emphasized.

On the other hand, the 1st K7 shows simpler C-pillar without quarter glass, and it ultimately gives ‘a luxurious sedan driven by an owner’ appearance.

The new K7, however, has quarter glass behind its C-pillar. As stated above, this feature emphasizes the rear seats.

Also, fresh appearance has been emphasized through ‘Z’ shaped head lamps and tail lamps.

The new K7 has a vertical rib pattern on its radiator grille, and ribs make the grille concave, which gives unique image.

Typically, Convexity is used for designing a car, but concavity can gives totally different appearance based on angles.

Before, it was a ‘truth’ that using a convex face for a car body, but after late 1990’s, when Chris Bangle, a chief designer of BMW, used concave face for flame surface, such ‘truth’ has been gone.

Let’s go back to K7. The new K7, in terms of its refinement, has been improved.

The quality of interior materials is also top of the range. Although there is K9, EQ900, or G80, K7’s interior quality does not fall behind.

Then, why K7 should be chosen rather than Grandeur, in the same segment? As they both have similar price, similar performance, similar materials for exterior and interior, then which ultimately makes K7 better?

As a result, it seems that some differentiated software should have been used. In terms of it, Opirus could fight against sportier appearance of Grandeur before.

Today, however, Grandeur has become sportier, and K7 is even more. Usually, people who want to buy a relatively gentler vehicle, chose Opirus before, but there is no substitute of it now.

Then, the goal new K7 tries to pursue, is just some different details when it compares to Grandeur?