Hyundai showcased the 2020 Sonata at the New York
Auto Show last month, and now the South Korean group’s attention is turning to the
next-generation Kia Optima. While we haven’t seen much of it lately, Kia’s styling boss revealed
some new details about the upcoming sedan. Speaking with Autocar, Byung Chul
Juh said the next Optima will have a new design that’s “not extreme, but
progressive with a strong brand identity.”
He went on to suggest the styling language will
reflect Kia’s “innovative, young, challenging, iconic and cool” character.
That’s not very specific, but Juh also said the model will have “unexpected
details.” The new design language will eventually be adopted to other Kias, and
each segment will receive a distinct “tiger face” front end with a more
three-dimensional look and feel. The company will continue to use its familiar
grille, but Hyundai Motor Group chief design officer Luc Donckerwolke said
future modesl will have “more of a mask that will deliver sportiness and a
presence.” Kia seems to have alluded to these changes with the Imagine concept
as the model was equipped with a so-called “tiger mask.”
Besides talking about the upcoming Optima,
Donckerwolke said the next-generation Sportage will be “even bolder than the
new [Hyundai] Tucson.” There’s no word on when the model will arrive, but a facelifted
Sportage was introduced earlier this year so it’ll probably be awhile before we
see the redesigned crossover.
Kia isn’t the only company getting a new styling
language, as Hyundai will also get a look that Donckerwolke described as “sexy,
seductive and sensuous, sporty, eager and stylish.” As part of this effort,
upcoming models will have a more emotional and upscale design. They’ll also be
further differentiated from Kia vehicles.
