Kia Soul has become the first Korean car ever to receive the prestigious ‘red dot’ design award at a 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 the design honour.

“Our design teams in Korea, California and Europe can be very proud that Kia Soul has achieved this prestigious recognition,” said Peter Schreyer, Kia’s chief design officer.

“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,” he added.

“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,” he said.

“The ‘red dot’ award only enhances Kia’s brand awareness and strengthens the Soul’s position in the global marketplace.

“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.

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 ‘red dot’ international judging panel scrutinises every entry and rates 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 29 independent working designers and academics from all fields of creative activity.

The 2009 ‘red dot’ design award presentation will take place in Essen’s Aalto-Theater on June 29.

Kia Soul comes with 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 trunk for a total of eight speakers. – TradeArabia News Service