THE NEXT BIG THING
evo India|October 2020
Wild by design is the tagline for the Sonet and like the Seltos this too sets a new benchmark in the styling department. We dive into the design details to understand it better
SUVRAT KOTHARI

‘MAGICAL INSPIRATIONS, STUNNING DESIGNS’ was the tagline of Kia’s first ever TVC in India. It was so good that my family used to eagerly wait for ad breaks while watching the IPL and later on, I even contributed with a few hundred of the 232 million views that it has garnered on YouTube. What I most liked about Kia’s TVC was its message — behind every great design, there are unique inspirations. In the TVC, the footballers stood for strength and agility, the ballerinas reflected elegance and grace, the tiger represented Kia’s signature tiger nose grille and the astronaut was an example of science and technology at the ‘highest’ level, literally and figuratively. All these qualities are perfectly incorporated by the global heartthrob that is the Kia Stinger, emerging from a cloud of smoke at the end of the video. With design as the core focus, Kia laid the groundwork for the Seltos that was a runaway success and now the Sonet strongly builds on the same script. The Sonet is made in India, for the world and its design is an amalgamation of Kia’s global design philosophies and the inspirations the brand drew from India. The compact SUV segment being unique to India, Kia Motors met the design and engineering challenges head-on with the all-new Sonet and now that the car is here, we cannot stop talking about how it beats the odds by looking so good.

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