Fifth generation – Kia Sportage: will Kia now also be a premium brand?


“The new Sportage”, says Kia Product Manager Sven Goh, “is the first model that we have developed with our new brand identity.” The compact SUV is in one of the fastest growing segments, which now has a market share of 17 percent Has reached Europe and, according to Goh, “will grow by up to 22 percent” in the coming years. Compared to its predecessor, the creatives in the European design center worked with their colleagues in Korea to develop a completely new design that gives the Sportage a much more self-confident appearance. While the predecessor still looked a little chubby, the new edition is dominated by sharply drawn lines and a newly designed front section with matrix light headlights, which are framed by two narrowly cut daytime running lights.