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2007 Kia Kee Concept

Despite having a very Asian sounding name, the Kia Kee isn't as Korean as

If Kia produced a sports car with looks like this, it would elevate its status without question. (Photo: Trevor Hofmann, American Auto Press)

you might think. It was artfully conjured up, not by those from South Korea, but by a bunch of men with very German and French sounding sir names. They're the people entrusted to bring about the brand's up and coming second transformation. The first act saw Kia go from unknown producer of old Mazdas and second-rate metal, to hardy, reliable and value-based cars and SUVs with some semblance of conservative style. Now watch Kia's second metamorphosis, one that is expected to turn the brand into a company you'll truly want to buy cars from, price aside. Magic, it may seem, but it's a goal that's nevertheless possible.

For those just joining in on the automotive scene now, Kia has come farther in what's arguably a lot less time than any other brand, Korean or otherwise. This can be attributed to the high level of sharing and development between it and its relatively new parent, Hyundai. But not everything Kia makes is a clone of a given Hyundai – the latter doesn't have a version of the Rondo tall wagon at all, and it won't be getting a version of the truck-like Borrego SUV or the new Soul compact crossover. At the same time, Kia's latest European product has really got people talking about the brand across the Atlantic; the cee'd actually managed to make it to this year's finals for the European Car of the

Rear fastback isn't so much a fastback as it a liftback without the danger of head injuries. (Photo: Kia)

Year. The man responsible for the visuals of future Kias is Peter Schreyer, ex-Audi designer and the man behind the delightful ex_cee'd Concept convertible.

Quality and durability are good, solid foundations for a brand, but there's no quicker way to peoples' hearts than by going outside traditional pragmatism and delivering something with soul (no Korean pun intended). Sports cars are great at changing images, and that's exactly what the Kee Concept is. The primary goal of the sleek liftback is to create a distinctive look for the brand, one that people will subconsciously recognize. Today's Kias offered here in North America are rather ordinary and somewhat Japanese looking, while the fresh new cee'd looks akin to something you might find tooling around the Arc de Triomphe in Paris or on the Autobahn in Germany. But Kia wants to be more than just a styling derivative, and the Kee shows that there's much more in store.

Most concept cars feature design trinkets to

Connection of side windows to rear glass via narrow glass segment gives the car a wraparound look. (Photo: Kia)

garner “oohs” and “aahs” from showgoers, and indeed the Kee has its fair share of them. Fancy headlights, door handles and big alloy wheels are all on the Kee's shortlist of features, but it's the car's smart design that Schreyer really wants people to see. If you've ever had the misfortune of being wedged into the back of a 2+2 seat sports coupe like the Eclipse or the Tiburon, it's not a very comfortable experience. If the legroom wasn't enough of an issue, there's very little by the way of headroom due to their sloping rear windows. But by far the worst is if the fastback is opened and shut, as you need to duck your head to avoid serious injury. The Kee doesn't have this problem at all. Even though it's a fastback (sort of), the roof line is kept high above the rear passenger's heads, avoiding this issue. What's more is that it's cleverly linked to the window on each door by small slit-like side windows, giving the whole car a continuous, wraparound look. It's this sort of intelligent, innovative design that will start popping up in Kia's future cars.

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