Kia is planning on launching the EV6 sometime this month, and as a tease, the brand dropped some images to go along with a bunch of marketing speak about design philosophy.
The company is using the phrase “Opposites United” to describe its overarching design philosophy, and for the EV6, it will use five “pillars” called “bold for nature”, “joy for reason”, “power to progress”, “technology for life”, and “tension for serenity.”
The press release goes on to describe each in a mish-mash of buzzwords that probably sounded great to some higher-up but gives us no real clarity on what any of it means.
I’ll try, though. The first pillar seems to relate to exterior design and connections to shapes seen in nature, the second seems to suggest Kia will create a fun experience for buyers via color choice while also trying to influence customers’ moods (presumably in a good way), the third implies that Kia will attempt to build off past successes, the fourth is about Kia use all sorts of new tech to wow buyers, and the fifth acknowledges the contrasts inherent in design.
I think I got that right. Google Translate still hasn’t added a “marketing BS to English” feature as of yet.
Maybe a couple of quotes from Kia will clear it up.
“EV6, as the first dedicated Kia EV, is a showcase of human-centered, progressive design and electrified power. We strongly believe EV6 is a compelling and relevant model for the new EV market,” said Karim Habib, Senior Vice President and Head of Global Design Center. “With EV6 we aimed to create a distinctive, impactful design by using a combination of sophisticated, high-tech features on pure and rich volumes, while providing a unique space as a futuristic EV.”
“We want our products to deliver an instinctive and natural experience that improves the daily lives of our customers. Our aim is to design the physical experience of our brand and to create original, inventive, and exciting electric vehicles. The ideas of our designers and the purpose of the brand are becoming more connected than ever, with our customers at the center of what we do and influencing every decision that we make,” Habib said.
If that doesn’t help, we at least have pics to gawk at.
Our initial take is that the EV6 is next in a line of current or upcoming EV crossovers with sleek exterior lines and minimalist interiors. Attractive, though not quite so sexy as to turn many heads.
Or, put another way – naturally bold with reasonable joy while presenting progressive power and including technology for life, all in a design that exudes serenity despite tension.