Kia Stinger
Staff member
Even the younger ones among us remember the time when driving a Kia was the automotive equivalent of drinking Shasta soda. We’re talking about the not-too-distant era when Kia’s flagship model, the Amanti, looked like a Mercedes-Benz E-Class viewed through the wrong end of a telescope. Few took much notice. The ones who did explained the purchase with a resigned shrug.
But then, something unexpected happened; Kia evolved. Its cars began to feel appreciably nicer inside, to drive much better, and, importantly, to develop a design identity of their own. Not convinced? Check out the Stinger, a world-class rear-wheel drive sports sedan that’s got enthusiasts excited like citizens of a newly-founded republic. Digital Trends sat down with Orth Hedrick, Kia Motors America’s vice president of product planning, to get insight on the brand’s astounding transformation.
Digital Trends: When I was in high school, about 10 years ago, driving a Kia wasn’t great. No one aspired to own a Sephia. Now, you’ve got the Stinger, which by all accounts is a great car. How do you take a car brand this far in such a short amount of time?
Orth Hedrick: If you look at some of the great brands, like Toyota and Honda and others, they also had humble beginnings. Do you remember the original Civic? Or, the Corolla and the Corona from the 1960s? You go through this period and it’s a generational thing. I think for us, one of the key points is the fact that we have the Kia badge loud and proud on the front and back of the Stinger.
We had this massive discussion about “why don’t we hide the Kia badge and just put Stinger on the front?” We considered hiding the fact that it’s a Kia. We’ve noticed a lot of folks pry the badges off of their Optima. They love the car but they can’t stand the badge or the brand. I think it’s just going to take time. It’s going to take time and experience in the marketplace.
We’re getting there; we almost made car of the year. That’s huge growth from our design-led transformation and from building vehicles that look as good as they drive. Now, think of someone who is in the market for a new car every six to seven years, which is about average. There are a lot of people who still remember the “old Kia.” The question is, how do you go about making that transition? It’s time and persistence, and I think eventually it happens.
What role has design played in this transformation? Read more...
But then, something unexpected happened; Kia evolved. Its cars began to feel appreciably nicer inside, to drive much better, and, importantly, to develop a design identity of their own. Not convinced? Check out the Stinger, a world-class rear-wheel drive sports sedan that’s got enthusiasts excited like citizens of a newly-founded republic. Digital Trends sat down with Orth Hedrick, Kia Motors America’s vice president of product planning, to get insight on the brand’s astounding transformation.
Digital Trends: When I was in high school, about 10 years ago, driving a Kia wasn’t great. No one aspired to own a Sephia. Now, you’ve got the Stinger, which by all accounts is a great car. How do you take a car brand this far in such a short amount of time?
Orth Hedrick: If you look at some of the great brands, like Toyota and Honda and others, they also had humble beginnings. Do you remember the original Civic? Or, the Corolla and the Corona from the 1960s? You go through this period and it’s a generational thing. I think for us, one of the key points is the fact that we have the Kia badge loud and proud on the front and back of the Stinger.
We had this massive discussion about “why don’t we hide the Kia badge and just put Stinger on the front?” We considered hiding the fact that it’s a Kia. We’ve noticed a lot of folks pry the badges off of their Optima. They love the car but they can’t stand the badge or the brand. I think it’s just going to take time. It’s going to take time and experience in the marketplace.
We’re getting there; we almost made car of the year. That’s huge growth from our design-led transformation and from building vehicles that look as good as they drive. Now, think of someone who is in the market for a new car every six to seven years, which is about average. There are a lot of people who still remember the “old Kia.” The question is, how do you go about making that transition? It’s time and persistence, and I think eventually it happens.
What role has design played in this transformation? Read more...
