Automotive Design and Production

JUN 2013

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AD&P; > June 2013 > FEATURE > Kia Continues to Develop Clever Cars > Gary S. Vasilash > gsv@autofeldguide.com Kia Continues to Develop Clever Cars p According to Michael Sprague, Kia Motors America executive vp for Marketing and Communications, the Forte is targeted at people—it skews male—who are in their late 20s and early 30s earning from $50,000 to $70,000 per year. When & Where The frst Forte was launched in 2009 (autofeldguide.com/articles/the-kiaforte-designed-to-be-surprising) as a model year 2010 car. The 2014 model is all-new. So the replacement rate is approximately 3.5 years between the outgoing and the new models. This is the ffth generation of the concept sedan that had been known as the Spectra prior to the launch of the 2010 Forte. The Forte is positioned in the Kia lineup between the Rio (autofeldguide. com/articles/kias-latest-rio-) on one side and the Optima (autofeldguide. 44 com/blog/post/2013-kia-optima-sx) on the other. and safety. They want to be perceived as having made a "smart" choice. And geographically speaking, the Forte is manufactured at the Kia Hwasung Plant in South Korea. "Forte is for both sides of the brain," Tjoa says. Think Ralph Tjoa, Kia Motor America national manager, Product Planning, says, "When consumers shop for a small car, the rational side of the brain dominates." That is, they're looking for value, economy, quality/durability/reliability, Design drive The Kia design studio in Irvine, California, had the lead on the design of the 2014 Forte. As designers are wont to do, there were some non-automotive things used as inspiration. Like an archer. Tight, taut, potential energy. And a cheetah. Lithe. Quick.

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