Kia Soul wins a 2009 ‘red dot’ Design Award
The Kia Soul will be released, in Australia,
22nd March, 2009
Kia’s stylish and fun urban cross-over vehicle, the
Soul, has become the first Korean car ever to receive the prestigious recognition of a design award
from the world renowned ‘red dot’ awards at the 2009 product design competition held in Germany.
With more than 3,230 entries from 49 countries in 17 different categories, the newly-launched Kia
Soul was selected from the ‘Automobile, Transport and Caravan’ section to receive this design
Welcoming the announcement of the ‘red dot’ award, Kia’s Chief Design Officer, Peter Schreyer
commented, “Our design teams in Korea, California and Europe can be very proud that Kia Soul has
achieved this prestigious recognition. Kia’s design strategy is focusing on distinctive product
solutions and the development of a unique Kia family look. This award is a clear reward for Kia´s
determination to establish design as one of the key components of its corporate DNA.”
The Kia Soul’s architecture delivers emotional appeal as well as functionality. The Soul embodies
Kia’s image shift towards a design-driven company with products that consumers will aspire to
Kia is confident that when customers first experience the new Kia Soul, they are going to be
deeply impressed by its style, colours and quality. There are several unique aspects to the
experience of sitting in the Soul with its unusual combination of spaciousness for passengers and
coziness for the driver, generating a very special ambience.
Every Soul comes with generous standard equipment and a wide range of unusual options (depending
on individual markets), that include an Upgraded Sound System with ‘Sound Sensitive Mood Lighting’
(illuminated speakers that ‘pulse’ in time with the music), a 315 watts output, a large dash-top
centre speaker, external amplifier and a sub-woofer in the boot for a total of eight speakers.
Challenging consumers to rethink everything they know about Kia…
“The Kia Soul defies all conventions and offers drivers a new freedom in style, a new shape
and a new power of expression,” explained Hyoung-Keun Lee, Senior Executive Vice President and
COO of the International Business Division, Kia Motors Corporation. “It’s a new standard in an
urban car that encourages consumers to rethink everything they know about Kia. The ‘red dot’ award
only enhances Kia’s brand awareness and strengthens the Soul’s position in the global
“Since the concept was first launched for the Soul in Detroit 2006, we have received
excellent responses from drivers and media, alike. This award will further ensure that consumers in
our showrooms happily convert their initial emotional attraction to Soul into a purchase decision,
without worrying that their heart might be unwisely overruling their head,” he added.
Promoting good product design since 1955
The ‘red dot’ international judging panel scrutinised every entry and rated its performance
against a list of nine core criteria: innovation, functionality, formal quality, ergonomics,
durability, emotional impact, product accessories, ease-of-use and environmental compatibility.
The ‘red dot’ design award judging panel for 2009 was comprised of 29 independent working
designers and academics from all fields of creative activity. The international make-up of the
judging panel is as varied as the wide range of entries with judges from countries as far afield as
Mexico, Sweden, Chile, Israel, Finland and South Korea, among others.
Regarded as the world’s largest annual design competition, the ‘red dot’ design award has its
roots back in 1955 and has been an international design competition since 1991. The driving force
behind the red dot awards is Professor Dr. Peter Zec and the Design Zentrum Nordrhein Westfalen in
Essen, Germany. The DZNW museum, which is housed in the former Zeche Zollverein colliery redesigned
by British architect Lord Norman Foster in the late 1990s, is known locally as the ‘cathedral of
industrial culture’ and attracts more than 140,000 visitors each year.
The 2009 ‘red dot’ design award presentation will take place in Essen’s Aalto-Theater on 29th
June, 2009, with the award winning products going on display at the DZNW museum for one month as
of 30th June, 2009.
About the Red Dot Award
The 17 different categories under consideration for the 2009 product design award were: (1)
Living & Sleeping, (2) House & Kitchen, (3) Tableware, (4) Bathrooms & Climate Technology, (5)
Lights & Illumination, (6) Garden, (7) Sport & Games, (8) Fashion & Accessories, (9) Watches &
Jewellery, (10) Architecture & Interior Design, (11) Office, (12) Industry & Craftsmanship, (13)
Life, Science & Medicine, (14) Automobiles, Transport & Caravans, (15) Consumer Electronics &
Cameras, (16) Communications, and (17) Computers.