Kia Design Center Europe
Interview with Karim Habib

Red Dot: Kia’s design philosophy is based on the creative tension between opposites. How has this principle been realised to the EV3?

“Opposites United” underpins everything we do. With the EV3, the contrast of the technical body with the dynamic silhouette perfectly exemplifies our creative philosophy, while the strong architecture and the seamlessly interlocking faceted and folded surfaces create an emotional design derived from logic. In the cabin, our design philosophy is evident through an ambience shaped by a blend of product design precision with automotive interior style.

The EV3 is aimed at “adventurous people with a sense of functionality”. How important is target group orientation in the design process?

Focusing on a specific target group is an important aspect of our design process. It helps us to focus on why and for whom we design, ensuring that our products are relevant and meaningful. With the EV3, we are taking another step towards our goal of making life easier and better for our users. The E-GMP platform affords us a great deal of creative freedom to create a broad spectrum of products that meet their most diverse needs and desires.

Kia introduced its new design language in 2021 and won several Red Dot: Best of the Best awards. Is there a similar level of acceptance among consumers?

We feel honoured by these awards, as they recognise the commitment of the many people involved. While acceptance can be difficult to measure, we hope our dedication to creating relevant and meaningful solutions is making a positive difference in people’s lives.