Tinker, tailor, designer, strategist? Here's why Kia's designs are so extraordinary, and why concept versions of the 2024 EV9 and EV5 were so close to production

Speaking to the media at the reveal of the EV5, EV3, and EV4, Kia’s head of global design, Karim Habib explained how the brand is able to keep its cars so close to their concepts, and why Kia is willing to take risks with its designs.

On the topic of the brand’s latest and more extreme futuristic design direction, Habib said: “There are a lot of very good designers, but if you have good designers and you’re not listened to, you can’t get much through. We have a CEO that really listens to what we have to say, and a chairman who really believes in design. He’s a patron of the arts and believes in our ideas.

“Our voice carries a certain meaning, not just in terms of styling, but in terms of strategy, which is super gratifying as a designer.”

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Of course, there are concept cars with wild ideas, and then there are ones which reflect the production car, the latter of which seems to be more Kia’s speed of late. It’s a trend which should mean the latest concept versions of the EV3 small SUV and EV4 crossover sedan which were shown alongside the production version of the EV5 won’t be far from the reality when the production versions of each break cover in 2024 and 2025 respectively.

On the topic, Habib explained: “I also believe it’s our responsibility as designers to have a certain discipline when we do concept cars because I don’t want to promise something we can’t build.

“Of course, it has to be a prototype, it has to test the things we’re talking about when it comes to materials or proportions, or we’re not using the tool the way we should, but it should be something we believe we can or we should build.”

The EV5 and smaller EV3 seem to continue to build on the boxy forward-thinking design cues of the EV9 large SUV, while the EV4 seems to follow the same swoopy, sporty design language seen on the EV6.

While the exteriors appear loud and tech-focused, the interiors move more toward natural hues and the use of sustainably sourced materials, and are designed as more open, serene places. It’s all part of the brand’s guiding ‘opposites unite’ principle, which Habib says is designed to be flexible, so Kias can be many things in many markets and segments.

When asked if he sees a world where the brand’s entire range can be united under the design language seen on EV9, EV5, and EV3, Habib said “that should be the intention.”

“We definitely set up this ‘opposites unite’ so that it allows for a bandwidth of interpretation, because we have very different models, from small to large cars, for very different markets. Also, the brand has slightly different identities in the different markets, and we want the design philosophy to be able to adapt to that.”

“Consistency is important, but each model needs its own personality.”

When asked if the brand’s combustion range would need to be winding down before a consistent design vision can be achieved, Habib said it's not necessary to wait.

“I think we can have certain things which are in-sync with the EVs. Definitely when it comes to exterior design and certain features, interpretations, and motifs, lighting signatures. When it comes to proportions that becomes a little more difficult, because there’s the basics of having the engine and so on which makes it difficult for [internal combustion models].

“When it comes to interior design, there’s more roominess, the flat floor, the disconnect between the dashboard and the console - that’s something which is much easier on EVs. With combustion cars you have the [transmission] tunnel which creates a challenge.” he said.

Of the three vehicles shown at the Kia EV day event outside of Seoul, the EV4 was certainly the most unusual, what the brand calls a re-interpretation of the sedan. Elaborating on this strategy to create such an unconventional, and potentially risky vehicle, seemingly as a follow-up to the unusual (but well received) EV6 Kia's head of next vehicle design, TK Kim said: "with EV4 we felt being safe is more risky these days - opening up to a new chapter of mobility - it’s not just EVs but innovation comes with technologies together - when you have new technologies we need to create new things rather than stay traditional."

While we're on the topic of extreme designs, you’re probably wondering when we’ll ever see the so-called ‘Tasman’ ute - a first for the brand - which has been in the works at Kia for a very long time, and which could pose a unique challenge to the brand's stylists as it takes Kia in an entirely new direction.

When asked about this long-speculated-upon model, Habib only said; “I think you’ll get a peek pretty soon.”