Previously seen exclusively as a mid-sized offroader, the new Sportage has taken a dramatic turn in design direction and has broadened its appeal to a more urban and design-conscious market. Longer, lower and wider than the model it replaces, the new Sportage is immediately identifiable as a Kia by its 'tiger' face - incorporating Schreyer's striking signature grille design - that links all new models from the Korean firm.
"I want to give Kia global appeal, and I want that appeal to be about design above all else - the new Sportage is a major step towards achieving that goal" says Peter Schreyer, Kia's Chief Design Officer. Schreyer, who joined Kia in 2006, intends to transform the public perception of Kia right around the world.
"The new Sportage is fresh and bold and could not be mistaken for anything other than a Kia," says Schreyer. "It embodies Kia's new-found visual dynamism by successfully taking the key features of an off-road vehicle - the raised ground clearance, the commanding driving position and heightened sense of security - and enveloping them in a sleek and urban-friendly design with global appeal. With its athletic and muscular design the Sportage fits its name perfectly."
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