The all-new KIA Optima will debut a progressive design language with a strong identity

Following its presentation at the recent New York Auto Show of the Hyundai Sonata 2020, attention has once again turned to the South Korean group, specifically to the next generation of the KIA Optima. Although little is known, Byung Chul Juh, KIA’s head of style, revealed some details about the brand’s upcoming sedan.

The upcoming KIA Optima will have a new design that is “not extreme, but progressive with a strong brand identity.” “Our design language will reflect KIA’s innovative, young, challenging, iconic and cool character.” Although these are not very specific details, the design chief added that the model will feature “unexpected details.”

The new design language will eventually be adopted for other KIA models, and each segment will receive a different Tiger Face user interface with a much more three-dimensional look. The company will continue to use its signature grille, but Hyundai’s Chief Design Officer, Luc Donckerwolke, has noted that future models will have “more than one mask that will provide sportiness and presence.”

KIA appears to have alluded to these changes with the Imagine concept, since that model was equipped with a grille called the Tiger Mask. Besides talking about the new KIA Optima, Donckerwolke has indicated that the next-generation KIA Sportage will be even bolder than the new Hyundai Tucson.

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New KIA Optima, the first to feature the group’s new design?

It is unknown when the model will arrive, but earlier this year a revolutionary new KIA Sportage was presented. “It will probably be a while before we see the redesigned crossover,” Donckerwolke pointed out. KIA is not the only company in the group with a new design language, as Hyundai will also have an appearance that the Chief Design Officer described as “sexy, seductive, sensual, sporty, eager and stylish.”

As part of this effort, upcoming models will have more emotional, first-class design. In addition, they will be much more differentiated from KIA vehicles. It is important to note that the new design strategy involves “differentiating the design philosophy of the three brands, among other reasons because we have a large presence in Korea. We need to differentiate each model, otherwise the landscape becomes too homogeneous.”

“The upcoming KIA Optima is the first step. It is not extreme but progressive, with a strong brand identity. There will be an even greater separation between KIA and Hyundai. KIA is more innovative, young, challenging, iconic and fresh. ‘There will be unexpected details and influences from product design, automobiles, architecture and art.'”

Because KIA has always had a more distinctive look than Hyundai, SsangYong Lee, former Bentley designer and Hyundai head of design, determined that the Hyundai Sonata represented the heart of the lineup and would carry the design flag. The saloon has been built over 35 years and eight generations.

As for Genesis, Donckerwolke has stated that “Genesis is haute couture,” promising “a new great car spectacle.” “We had Europe in mind from the very beginning.” “We need a dealer network, and for that we needed a wide range of vehicles and not just two.”