Surprise with eye-catching solutions while still making one of Kia\u2019s most successful models immediately recognisable. The design of the new Sportage demanded a special effort and the Korean company's design teams responded with a design culture that has matured over the years and grown in step with the brand's reputation and the universally recognised quality of its products. To grasp how successful this evolution has been and the key role played by the Sportage in the Korean maker\u2019s range, we retrace its history with Gregory Guillaume, Head of Design at Kia Europe.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
![\"Kia](\"https:\/\/autodesignmagazine.com\/wp-content\/uploads\/2022\/02\/2022030702_KiaSportage.jpg\")
<\/a><\/span><\/div><\/div><\/div><\/div><\/div>The previous generations<\/strong><\/span><\/h3>\nHis analysis kicks off with the model\u2019s third generation, leaving aside the first two to focus on what he calls \"the first Sportage of the modern era, the one launched in 2010, just after Peter Schreyer's arrival at the helm of Kia design\u201d. A real milestone, Guillaume continues: \"It marked a change not only for us, but for the entire industry, it was the first time that an SUV in that segment had been so sexy and dynamic\". That third generation was designed by the Kia design centres in California and Korea.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
![\"Kia](\"https:\/\/autodesignmagazine.com\/wp-content\/uploads\/2022\/02\/2022030703_KiaSportage.jpg\")
<\/a><\/span><\/div><\/div><\/div><\/div><\/div>The role of Europe<\/strong><\/span><\/h3>\nThe next one, unveiled in 2015, took shape in Europe: \u201cIt was a real challenge to design because it came on the back of a real best seller. It's like when a band makes a first album that goes platinum; making the next one is very stressful in terms of expectations. However, the fourth generation has outstripped the success of the previous one, of which we wanted to keep a number of elements to make the model recognisable, especially in the profile view\".<\/p>\n<\/div><\/div><\/div><\/div><\/div>
![\"Kia](\"https:\/\/autodesignmagazine.com\/wp-content\/uploads\/2022\/02\/2022030704_KiaSportage.jpg\")
<\/a><\/span><\/div><\/div><\/div><\/div><\/div>A new personality<\/strong><\/span><\/h3>\nBut times change and a straightforward evolutionary approach was no longer enough. \"Right from the outset of what we might call our third album, we decided to go one step further, breaking away from the existing generation. We wanted to pass on only the vehicle\u2019s overall character, so once again we have an extremely sporty, dynamic vehicle, with a strong personality. But you won't find any prior design elements. It's a completely different animal\u201d, Guillaume observes.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
<\/a><\/span><\/div><\/div><\/div><\/div><\/div>The role of Europe<\/strong><\/span><\/h3>\nThe next one, unveiled in 2015, took shape in Europe: \u201cIt was a real challenge to design because it came on the back of a real best seller. It's like when a band makes a first album that goes platinum; making the next one is very stressful in terms of expectations. However, the fourth generation has outstripped the success of the previous one, of which we wanted to keep a number of elements to make the model recognisable, especially in the profile view\".<\/p>\n<\/div><\/div><\/div><\/div><\/div>
<\/a><\/span><\/div><\/div><\/div><\/div><\/div>A new personality<\/strong><\/span><\/h3>\nBut times change and a straightforward evolutionary approach was no longer enough. \"Right from the outset of what we might call our third album, we decided to go one step further, breaking away from the existing generation. We wanted to pass on only the vehicle\u2019s overall character, so once again we have an extremely sporty, dynamic vehicle, with a strong personality. But you won't find any prior design elements. It's a completely different animal\u201d, Guillaume observes.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
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