Imagine by KIA: a new all-electric concept car revealed at the Geneva International Motor Show
(GENEVA, Switzerland) 5 March 2019 – KIA Motors has revealed its new all-electric concept car, ‘Imagine by KIA’, at the 2019 GenevaInternational Motor Show.“
Automotive design is about capturing the heart and making it beat that bit faster for that bit longer. We believe that there’s absolutely no reason why that should change simply because the car is electric,” says Gregory Guillaume, Vice President of Design for KIA Motors Europe. “That’s why our all-electric concept is designed to not only get your pulse racing, but to also signpost our holistic and emotional approach to electrification.”
“Today’s drivers understandably have many questions about electric cars. They’re concerned about range, the recharging network, and whether electric cars will still be dynamic and engaging to drive. So, when we first started thinking about this concept and imagining what its role would be, we knew that the best way to answer those questions and address those concerns was by approaching electrification purely from an emotional point of view.”
This human-centric attitude is perfectly aligned with KIA’s attitude on automotive design, as Guillaume explains. “When they talk about their electric cars, many carmakers promote the same rational and empirical data-driven messages as they do with their internal combustion engined cars, such as range, economy and performance criteria.”
“KIA prides itself on its power to surprise, which is why we wanted to move away from the rational and focus on the emotional, and embrace a warmer and more human approach to electrification. After all, electricity is found within every atom, it’s the energy that flows within us and around us on our planet. Harnessing its potential has propelled us forward from one innovation to the next,” says Guillaume.