Kia marks 80 years with Vision Meta Turismo concept
Words by Kyle Cassidy
Kia has celebrated its 80th anniversary with a showcase at its Vision Square facility in Yongin, Korea, unveiling a new concept car and charting the brand’s evolution from bicycle maker to global mobility player.
Senior leaders from Hyundai Motor Group, including Executive Chair Euisun Chung, joined Kia President and CEO Ho Sung Song and around 400 guests for the event, which looked back at eight decades of innovation while outlining Kia’s next chapter.
Vision Meta Turismo: a look at Kia’s future
Centre stage was the Vision Meta Turismo, a concept that previews Kia’s thinking for a new era of mobility. Inspired by ‘the speed and elegance of 1960s grand touring’, the design blends ‘performance, digital immersion and lounge-like comfort’; three experiences the brand says will define future vehicles.
Its exterior applies Kia’s Opposites United philosophy, mixing ‘clean, soft forms with crisp geometric elements for a futuristic silhouette’. Inside, the cabin becomes an ‘immersive digital space’, using a wide layout, ‘advanced human-machine interfaces’ and unique materials to create a next-generation driving environment.
A highlight is the concept’s reimagined steering wheel and its three driving modes; Speedster, Dreamer and Gamer which are delivered through an augmented-reality head-up display. The smart-glass system projects 3D graphics above the road, tailoring the experience to the user’s chosen mode. Kia says full details on the concept will be revealed soon.
Kia design chief Karim Habib described the Vision Meta Turismo as “an expression of Kia’s commitment to continually bring technologically advanced mobility and experiences that engage, stimulate, and inspire.”
Eight decades of change
Kia began life in 1944 as Kyungsung Precision Industry, later adopting the Kia name in 1952 and releasing its first mobility product, the 3000-Liho bicycle. Milestones followed quickly, including the opening of Korea’s first integrated car plant in 1973 and the arrival of the brand’s first passenger car, the Brisa, a year later.
The Pride hatchback is said to have ‘cemented’ Kia’s global presence in the late 1980s. Kia joined Hyundai Motor Group in 1997, a move that accelerated its global ambitions. A major design-led transformation followed under Euisun Chung from 2005, including the appointment of Peter Schreyer as Chief Design Officer.
Most recently, Kia’s 2021 “Total Transformation” strategy has pushed the brand deep into electrification, software-based services and its coming range of purpose-built vehicles.
