KIA EV3 is lying on the road KIA EV3 is lying on the road

2024.07.30 Kia 분량13min

EV3: Kia's Vanguard in the Popularization of Electric Vehicles and the Journey to Its Bold Style

A pivotal model has emerged to significantly bolster Kia's strategy for popularizing electric vehicles. The dedicated electric SUV, EV3, is set to capture the compact electric SUV market. Let's explore the distinctive features embedded in the exterior design of the EV3, which has garnered worldwide attention for its bold style.

KIA EV3 is lying on the road

Finally, the EV3 is out on the market. Even before its launch, it was a highly anticipated electric vehicle. With Kia successfully introducing models like the EV6, EV9, and EV5 globally, it was natural for the world to be keen on Kia's new dedicated electric vehicle. This model is also part of Kia's strategic plan to offer an electric vehicle that more people can experience and enjoy.

 

Meeting expectations, the revealed EV3 drew attention with its versatile appeal and exceptional marketability. What stands out the most is its bold and strong style that emphasizes the futuristic nature of electric vehicles. This design is a logical yet emotional embodiment of Kias design philosophy, 'Opposites United,' particularly focusing on the attribute 'Joy for Reason.'

Designers in charge of exterior design of Kia EV3

Park Jung-yong, Senior Research Engineer of Kia Next Design (right), and Jeon Seung-hyun, Senior Research Engineer from the Kia Next Exterior Design 1 Team, who were in charge of the exterior design of the EV3.

Designers in charge of exterior design of Kia EV3

Park Byung-gyu, Senior Research Engineer of the Kia Next Exterior Design Improvement Team, who was in charge of the lamp design for the EV3 (front), and Bae Seong-woong, Research Engineer responsible for the wheel design.

To delve deeper into the story behind the EV3s exterior design, we spoke with the designers involved: Senior Research Engineer Park Jung-yong from Kias Next Design team, Senior Research Engineer Jeon Seung-hyun from the Exterior Design 1 team, Senior Research Engineer Park Byung-gyu (in charge of lamp design) from the Exterior Design Improvement team, and Research Engineer Bae Seong-woong (in charge of wheel design). They shared their intense efforts and thoughts that went into perfecting the design of the EV3.

How Kia EV3 Sketch Design Looks

The exterior design of the EV3 is based on the 'Joy for Reason' attribute from Kia’s 'Opposites United' philosophy.

The sketch design of Kia EV3 GT Line

The exterior design of the EV3 GT Line is even bolder and more dynamic.

Q: You utilized one of Kias design philosophy Opposites United, Joy for Reason, as the theme for the exterior design of the EV3. How did you implement this theme into the EV3s exterior design?

 

Park Jung-yong & Jeon Seung-hyun | 'Joy for Reason' signifies the contrast between rationality and logic with positivity and emotion. In the EV3, you can find this contrast in the overall robust and solid image paired with a dynamic silhouette. The former represents the solid impression of the body, while the latter refers to the dynamic roofline. The sturdy feel of the body is enhanced with meticulous design touches to increase its completeness. Additionally, the unexpected volume of the side body, derived from the fender and wheel arch graphics, contrasts yet harmonizes with the dynamic silhouette, creating a strong yet sophisticated look.

KIA EV3 is lying on the road

The EV3 achieves a logical and emotional design through the harmonious contrast of geometric surfaces, volumes, and iconic graphics.

Q: Which part of the EV3s exterior design best showcases the attribute of 'Joy for Reason,' and what are its characteristics?

 

Jeon Seung-hyun|The octagonal graphic wheel arches harmoniously combined with the geometric surfaces of the side of the body indeed stand out. The angular design of the front and rear fenders creates a symmetrical effect like a decalcomania, contrasting with the volume of the doors and emphasizing the EV3s iconic character. Additionally, the angular lines of the fenders create a sharp contrast between the upper and lower sections, another noteworthy feature. The iconic graphics and the strong yet geometric body volumes harmonize to form a distinctive character unique to the EV3. This contrast and harmony perfectly align with the concept of 'Joy for Reason,' representing the balance of rational and emotional elements.

KIA EV3 is standing on the road

EV3 showcases the unique characteristics of Kia's electric vehicles by incorporating the Star Map signature lights and the Tiger Face design.

Q: How do Kias signature design elements, the Tiger Face and Star Map Signature Light, function in the EV3?

 

Park Jung-yong | We refined the design of the daytime running lights (DRL), inheriting the Star Map Signature Light design into a simple vertical form to create a clean headlamp layout that harmonizes well with the futuristic Tiger Face design. The vertical layout of the headlamps gives the front a cleaner and wider appearance by utilizing body color more extensively. A thin black line at the top of the Tiger Face emphasizes the graphic, while the volume of the intersecting surfaces highlights the strong impression unique to Kias electric vehicles.

Kia EV3's lamp with Star Map Signature Light Design

Front and rear lamps incorporate Kia’s signature Starmap light design.


Park Byung-kyu | The EV3s lamps are designed to exude a dynamic and sleek impression from any angle. Built on a stable structure, they display vibrant and bold shapes while harmonizing with their surroundings. The vertical layout headlamps, in particular, showcase a powerful presence that exceeds typical compact SUVs. The rear lamps, integrated with the tailgate glass, also feature the Starmap signature lights, strongly expressing Kia EVs identity.

 

Technologically, the headlamps incorporate highly efficient small cube lamps, offering a dynamic welcome lighting function due to the individually controlled system. The ultra-thin LED structure of the rear lamps is refined to minimize the side thickness, accentuating the rich three-dimensionality of the rear.

How Kia EV3 Sketch Design Looks

EV3 has been designed with optimal proportions and interior space, considering the characteristics of its target markets.

Q. The EV3 has short overhangs and a stout, sturdy appearance that gives it a confident and distinctive presence. The combination of various features results in a high level of completeness. How was the design process of the EV3 carried out? 

 

Park Jung-yong | As a global strategic model, extensive preliminary research was conducted on consumer preferences and new car demand, both domestically and abroad. Commonly, interior space and cargo capacity were highly valued. In Europe, the focus was on adjusting the cars size to appeal in the competitive compact SUV market. By analyzing these market-specific characteristics, we determined the design concept and direction for the EV3. Continuous research on cabin size, wheelbase, and design proportions and character resulted in a bold yet refined design unique to the EV3.

Appearance of garnish integrated door handle applied to back door of Kia EV3

The garnish-integrated door handles of the rear doors emphasize the sleek and dynamic atmosphere of the EV3.

Q. What features are incorporated into the garnish-integrated door handles of the rear doors?

 

Jeon Seung-hyun | The door handles, integrated with the C-pillar and black garnish, emphasize a sleek coupe-like atmosphere with a solid yet dynamic profile. To improve aerodynamic performance and ensure seamless integration with the C-pillar, we attempted to incorporate them into the black DLO. This resulted in a garnish-integrated door handle that emphasizes the EV3s functional and dynamic design while maintaining excellent usability.

Rear quarter view of KIA EV3

Aerodynamic considerations extend to the rear spoiler side garnishes and the volume and small details of the rear lamp surfaces.


Q. Besides the rear door handles, are there other aerodynamic design elements?

 

Park Jung-yong | In terms of the EVs marketability, one of the most effective ways to increase driving range is through aerodynamic performance. The EV3 underwent extensive review for its aerodynamic performance, with designers focusing on minimizing air resistance. The angle of the front glass, the volume of surfaces, and graphics were all meticulously crafted for optimal aerodynamics.

 

To enhance airflow, the surface area of the rear spoilers lower sides was expanded, and multiple reviews of aerodynamic performance led to refinements in the graphics and surface volumes at the rear lamp ends. Additionally, wheel gap reducers were applied to the wheel arch claddings, and the curvature shape at the rear of the wheel arch was refined to optimize airflow around the vehicle.

KIA EV3 GT Line's design

The EV3 GT Line features a bolder and more dynamic impression.

Q. The EV3 GT Line model has also been released. Can you explain the distinctive features of the GT Line models exterior design?

 

Jeon Seung-hyun | The GT Line design started with the concept of adding a powerful impact to the existing model. The design process emphasized a bold style, with the large black mask treated in gloss black creating a striking contrast with the strong vertical and horizontal graphics of the front end; And this results in a more daring front impression.

The sketch design of Kia EV3 GT Line

The vertical wing shape at the bottom of the front bumper organically connects with the side garnish at the lower body, enhancing a refined feel. The horizontal elements of the lower front intake grille contrast with these features to create a dynamic impression.

 

The rear bumper mirrors the front with distinctive triangular wing shapes, achieving a cohesive design. Geometric black patterns around the license plate and horizontally spanning rear reflectors add to the dynamic and confident impression.

KIA EV3 wheel design

Q. The wheel design is intriguing. What features are incorporated into the 17-inch, 19-inch, and GT Line exclusive 19-inch wheels?

 

Park Jung-yong | The EV3s wheel design features diamond-cut surfaces positioned on the outer rim, making the wheels and tires appear larger and more dynamic. The design applies bold vertical and horizontal geometric graphics based on Kias EV wheel design strategy, creating a unique presence. The goal was to harmonize with the body design while capturing attention with its bold and distinctive characteristics. 

 

Bae Sung-woong | Given that the EV3 is a compact model, the visual impact of the wheels was a crucial consideration. We aimed to achieve a balanced yet unique aesthetic through simple form combinations and variations. The geometric design, though simple, departs from traditional wheel design, offering a fresh and intriguing impression. The 19-inch wheels exclusive to the GT Line complement the GT Lines extensive use of black in the exterior, featuring a dynamic design distinct from the base models aerodynamically focused wheels.


What Kia EV3 Is Charging External Devices

The EV3 is set to excel in the competitive compact electric SUV market with its unique character and versatile appeal.

 Q. When the EV6 was first introduced, there werent many comparable electric vehicles, and the EV9 faced minimal competition with its unique and competitive design. However, the segment for the EV3 is crowded with many competing models and various electric vehicle designs. What are the distinctive design features that showcase the EV3s competitive edge?

 

Park Jung-yong | The more competitive the market, the more factors must be considered in market positioning. Balance in both interior and exterior design, space efficiency, usability, and pricing are all critical. Every element must be appealing and compelling enough to stimulate the desire to purchase. When you see the EV3 up close, youll easily experience the appeal of its meticulously crafted bold and robust design.

What the Kia EV3 GT Line Looks Like

Jeon Seung-hyun | I believe the EV3 is like a multi-tool: versatile and dynamic. Its compact body makes it light and agile while offering ample cargo space with a sleek and sturdy profile. The broad shoulder volume and confident stance ensure a harmonious blend of functionality and aesthetics. The seamless integration of the C-pillar and tailgate glass gives the trunk space a smart and high-tech appearance, avoiding a bulky look. The natural integration of these design elements into the compact body showcases the EV3s unique charm. 

KIA EV3 is running on the road

Q. The EV3 is expected to lead Kias strategy for popularizing electric vehicles as an accessible model. As designers, what message would you like to convey to consumers who choose the EV3?

 

Park Jung-yong | The most important aspect of designing a car is to create a design that makes people think, Its cool,” “Its so Kia,” and I want to buy it” at first sight. Sometimes, we get lost in a maze of thoughts and over-focus on unique designs and new concepts. During those times, I remind myself that a design that everyone can relate to and view positively is truly great. The EV3 encapsulates all the deep contemplation and effort weve put into it. I hope the EV3s charm offers new and joyful experiences to our customers.


Four Kia EV3s are gathered

Jeon Seung-hyun | The initial concept for the EV3 was to introduce more people to the Kia brand and its electrification strategy. We aimed to create a car that is easily approachable and familiar, yet leaves a strong impression and offers excellent usability. Like the brand slogan of the EV3, "Small but Mighty," its a compact car filled with freedom, versatile, and dynamic elements. Being part of the EV3 project was immensely valuable, and Im confident that the EV3 will be the leading model in Kias strategy to popularize electric vehicles in the near future.

KIA designers with EV3

Park Byung-kyu | The EV3s headlamps were the result of the first project undertaken with a global lamp partner. Collaborating with a partner overseas required meticulous deliberation, and the usual processes of modification and improvement were slower. Particularly, during the final stages of development, we faced an issue with unexpected light dispersion in the headlamps, which required us to decide whether to start over completely. However, through persistent collaboration and problem-solving with the design team, we successfully reached mass production. Kia constantly challenges itself to offer new styles, and the futuristic styling highlighted in the EV3s exterior lamps exemplifies our forward-thinking approach.