Kia Motors' KCV III, the latest concept vehicle from Korea's oldest and second largest automobile manufacturer, was designed at the Namyang R&D centre, the research hub the company shares with sister company Hyundai Motor. The KCV III is a small coupe convertible that showcases the best-of-breed technologies that Kia will be incorporating in its future products both in the U.S. and globally.
Designer Jae-Rim Lee says of the car, 'We wanted to design a car that looked good on the road but also one that answered the basic needs of our customer. The car is intended as a multi-purpose vehicle and we built a great deal of versatility into the styling. Ultimately, the KCV III is designed to put the fun back into motoring.' 
Gen-Y buyers are price sensitive, but also style sensitive. They are attracted by edgy designs, but they rely on price advice from family and friends rather than from the Internet, the favored tool of Generation X. Low interest rates and resale value are less important – Gen-Y buyers want instant gratification, they discount future costs and are concerned more with being 'cool' than being cautious. Peer recognition is a significant driving force in a buying decision. They are less loyal to domestic brands and prefer cars that reflect their individuality and are fun to drive. 
Interestingly no single Kia model ranks in the Top 5 model picks, implying that the appeal of the brand to younger buyers extends across the entire range. By providing a model that will capture the imagination of these style-sensitive consumers, the KCV III is intended to cement Kia's position as the brand of choice for the next generation of car buyers. 
First sketch of the roadster
Design
'The KCV III is a dynamic, arresting car that is as much fun to look at as it is to drive,' says Jae-Rim Lee.
Huge high-definition headlamps extend up the wheel arches and highlight the narrow radiator grille and prominent air dam. The side view is dominated by massive 20-inch wheels, giving the KCV III a low-slung, racy appearance that is backed up by a four-cylinder inline DOHC engine that displaces 2.0 liters and generates 145 ps (108 kW) at 6,000 rpm. Torque is a healthy 19.4 kgm (190 Nm).
The doors are angled down toward the front for a more dynamic look and the slender roofline and A-pillar improves all round visibility. The roof, which folds down at the touch of a button, is composed of three panels of solar control glass.
'The problem with a traditional convertible is that you can't enjoy the outdoors if it's too cold to put the roof down,' says Mr. Lee. 'With the KCV III there are no barriers between you and environment, so you get the fun of top-down motoring even the weather is unsuitable.'
Deep character lines emphasize the high wheel arches and give the car a powerful, stable look. The rear takes its cue from high-performance sports cars and its rounded contours highlight the vehicle's aerodynamic styling.
Independent strut suspension at the front coupled with a torsion beam rear axle gives the KCV III reliable, responsive handling characteristics.
