Kia explores new typologies amid EV shift

It was only recently that Kia showcased the EV9 full-size SUV but the brand is not hanging around with its next launches, revealing not only a new production car but also two new concepts. These bulk out Kia’s EV-prefix portfolio (previously sporty crossover EV6 and EV9 SUV) with the smaller EV3 compact SUV, EV4 sedan and sleek SUV EV5.

A familiar look prevails across all models and there is very much a family feel. But the design team from Namyang has avoided the Russian doll effect; these are not the same cars simply sized up or down accordingly. Teckkoun Kim, design director for Kia Next Design Group, tells CDN that each model is distinct in its own right due to two factors. First is Kia’s design philosophy “Opposites United”, which he explains is “a simple idea, using contrasting elements to create a synergy of something new and unexpected. These contrasting elements create beautiful things together, even though they have opposing characteristics. This strong foundation helps us to build up our own family identity across all products.”

Perhaps more importantly, each model is given its own product brief and storyline, which helps to push the look in a particular direction. “We ensure each product has its own character by setting up each role in the brand’s line up,” Kim continues. “For instance, EV9 is “Effortless Adventure” while EV5 is “Enriching Adventure”, and EV3 is “Inventive Adventure”. This guides each product to its own direction.”

Of the trio of launches, one concept in particular has caught the eye of CDN: the EV4. The sedan has become something of an endangered breed. New examples are still around but certainly in fewer numbers, with the ‘crossover’ generally filling their spot in the market. Whether this is good or bad is in the eye of the beholder, but we suspect that many purists dread the day where the traditional three-box dies off.

“One of the most interesting questions during the Kia EV day was why we wanted to create a completely different typology for a sedan with the EV4 concept,” he explains, with the aim to “create something new and unexpected with the exteiror design, expanding our spectrum.” More than an exercise in being daring however, the explorationo was seen as a vital part of the brand mission, puncutated by phrases such as “EV Architecture”, “New Space Concept and “Enriching Experience.”

Kim speaks of a desire to deliver “bold, inventive and original products” and, in the case of design, ”we want to challenge and break traditional boundaries in typologies. EV4 and EV6 are on the very front line for this direction with their unique side profiles, but our SUVs like EV3, EV5 and EV9 are also not really following typical SUV design cues.”

Bearing the same kind of geometric exterior as its siblings, the EV4 does not have a traditional sedan silhouette, with a fast roofline flowing into the bootlid (which sits only slightly higher than the bonnet, helping to create the feel of a typical sedan.) It helps that it is also lower to the ground than its crossover and SUV brethren – this is meant for roads only and does not try to play the role of jack-of-all-trades.

Kim says that sedans still have a place in car design and in fact have been given a new lease of life thanks to electric powertrains. “EV architecture is more flexible, so we have great opportunities to open a new chapter. Of course aerodynamics for better energy efficiency and the thickness of batteries are challenging, but we use this to build out own design identity.” On the subject of space, he adds that the flat floor of an EV, along with its extended wheelbase and compact powertrain packaging, can have a positive influence on the exterior typology with a “stretched cabin with unconventional volumes.”

The benefits also extend inside the cabin. The interior appears spacious and uncluttered, decked out in cream-caramel upholstery that plays nicely with the bronze exterior paint. An oblong steering wheel (found on the other concepts but not the production EV5) is in keeping with the wide, stretched out central display and instrument panel. If some interiors can be described as portrait orientation, this is very much a landscape layout.

Looking ahead, the team at Kia aim to continue exploring new typologies and – despite the introduction of compact SUVs, very much flavour of the moment – Kim sees great opportunity to find new, undiscovered typologies that splinter away from what we have previously known as a sedan. “Although it is constantly growing, the global EV market is facing a challenge to bring thte majority of customers into the range. After launching the EV9 this year, our EV day in October was a platform to showcase our vision of more affordable EVs for everybody; EV3 and EV5 envision robust adventures, while the EV4 is a new interpretation of a sporty sedan.”