Tag Archives: Porsche Cayenne

Kia – the power to surprise, the power to disappoint

kia-kx35-concept-1A Kia concept, said to preview a China-only SUV model, at a second-tier Chinese motor show. Hardly big news, especially as the industry was focused on the Los Angeles show at the time. But the Kia KX3 unveiled in Guangzhou show a few days ago is an interesting product for what it says about the brand.

Its front-end styling has the same basic form as a Porsche Cayenne, the SUV which saved the German carmaker, accounting for half its volumes and becoming a talisman for the brand in China.

Kia, like its Hyundai sister brand, has been a revelation in the last few years, growing phenomenally and producing very well designed products. It’s secret has been to add good styling to the value brand proposition. But it’s an overstretch for Kia to try to assume some of Porsche’s cachet.

And there’s a very good reason not to ape Porsche design: the Cayenne’s unloved styling was a direct result of applying iconic 911 design language to a front-engined, four-door car for the first time. And the 911’s styling was borne out of the rear-engine layout, meaning that it could have a very low bonnet line. This resulted in a unique – and aesthetically problematic – form in which the Cayenne’s headlights sit above the radiator grille, giving a bug-eyed, ungainly look. There’s been no other car like it. Until now.

Porsche-Cayenne-S-E-HybridThe original Cayenne’s looks were universally unpopular. They’ve been refined but whether you like them or not is not the issue. The point is that they were, and remain, a must for Porsche in communicating its brand: the Cayenne may have been a heavy, high-centre-of-gravity beast but its engineering and dynamics were as cutting-edge as those of a 911. It was an SUV but it was a Porsche. Aesthetics had to be secondary. The design of the Kia KX3 has no such rationale.

Kia has been a revelation in the past five or so years, growing phenomenally and producing very well designed products. In a visionary move, in 2007 Kia recruited the European designer of the iconic Audi TT, Peter Schreyer, to head its styling. He’s since become the boss of all Hyundai-Kia design and the most senior non-Korean in its business globally. In so doing the management has elevated the brands and created a compelling combination of the rational and emotional.

1bUnder Schreyer, Kia has been a triumph of unexpectedly confident, contemporary, original, perfectly proportioned designs – ironically everything that Porsche design is not and cannot be. This is especially true of the Sportage, which the KX3 is, in reality, thought to be previewing.

Now they’re trying to differentiate Kia from Hyundai, especially in design terms. They want to add more emotion and sportiness, and a stronger design signature. But the best brands are aligned with great original design: think Apple. And they give consumers what the consumers don’t know that they want: again, think Apple. Allowing the Chinese market to define wider product and design strategy would be a mistake.

Kia is on the rise. It’s just been ranked 74 in Interbrand’s 100 Best Global Brands, with brand value up almost 500% since Schreyer’s arrival. It’s fulfilled the brand message ‘The Power to Surprise’. But if the KX3 signals the next design phase it also has the power to disappoint.

Bentley SUV must not be an SUV

Bentley logoSo the Bentley SUV will be made, and not in Bratislava alongside other VW Group cars. Bratislava’s an intriguing place. I first went there 20 years ago to launch the latest Toyota Corolla, when the ancient cobbled streets were still lined with lovely old Tatras and McDonald’s hadn’t arrived. It’s nicer than Crewe for sure, but Britain is where the car needs to come from. Otherwise it’s a German-owned, Czech-built car with shared VW Touareg, Audi Q7 and Porsche Cayenne underpinnings and a British badge.

The concept of a Bentley SUV has been much debated but it won’t be an issue if it’s seen as having a British, handcrafted core. Forget the SUV tag – Bentley surely won’t be letting this distinctly un-British acronym anywhere near the car. But a practical luxury car is part of the tradition of British motoring – think shooting brakes, plovers’ egg picnics and Pimms; Glyndebourne, Henley, country estates, polo and the grouse season. Putting a bespoke picnic hamper together with four-wheel-drive and a bootload of status makes complete sense. Historically Bentleys were used to pound around victoriously for 24 hours at Le Mans, to equip Fleming’s original James Bond, and to take gentlemen adventuring in dusty, far-off places. The new car is a far better brand fit than for Lamborghini, which has also shown an SUV prototype, or even Porsche, despite the fact that its fortunes have been transformed by the Cayenne. And it’s something the Rolls-Royce brand simply can’t stretch to.

But if this Bentley is to make complete sense it needs to express its Britishness clearly. Traditional British luxury design is understated, timeless, with simplicity of lines and natural materials. It has design honesty. From E-Types to Burberrys, the best British products have always had a functional beauty.

The market for the new Bentley will inevitably be primarily in Asia and the Middle-East, where luxury is designed to be displayed. It is gilded and gauche. Bentley needs the volumes these markets offer but if it designs the car specifically to appeal to their tastes it will undermine the brand. It must fundamentally appeal to British tastes even if UK sales are only a fraction of the total. When the production car is revealed, put it to this test – if you can’t think of a credible British celebrity ambassador for the car they won’t have got it right.

Designing this car is a difficult task. The EXP 9F concept shown last year to widespread disapproval was an exercise in seeing how far the expectations of Bentley styling themes could be pushed. Bentley got its answer but should not simply apply the existing DNA to an SUV-type body as Porsche did by bolting 911 features onto the original Cayenne. The new Bentley should be contemporary, daring even. But it should say ‘ British’. Effortlessly. The execution will be everything.