Aimed for the global SUV market, the Seltos was also revealed domestically in Korea. From the reveal of the SP signature concept car to the release of image rendering, the Seltos has been in the spotlight for its impressive design. How was the Seltos' design developed? To gain insight behind the Seltos' design, we met up with Lead Researcher Choi Hong-seok and Research Fellow Cho Jin-hyung and Research Fellow Yoon Woo-suk. The three designers shared stories about the effort they put forth and how the design was developed for the Seltos.
The Seltos' design features the tiger nose grille, the Kia family's signature look
Q. At a glance, the Seltos appears to be an SUV in the traditional sense. Where does the Seltos' design come from?
The Seltos is based on Kia's design language. Kia's design features the distinctive tiger nose grille, the bold shoulder lines, and the straight and sporty lines that are all present in the Seltos' design. We put a lot of effort into getting that familiar Kia look that the domestic consumers are familiar with. Whether it's a sedan or an SUV, KIA vehicles have a distinctively dynamic design across all body types.
Kia's robust SUV lineup was a major factor. We worked with the design language present in both the Stonic and the Mojave, while accentuating some of Mojave's bold design choices on the Seltos. Seltos is a high-class compact SUV that bridges the gap between the Niro and the Sportage. The Seltos is urban but also features a strong style that completes Kia's SUV lineup.
Research Fellow Cho Jin-hyung explains the details on the grill. A closer look at the chrome trim around the grille reveals a delicate diamond pattern
Q. The Seltos' external design is rich with unique details. Tell us more about those details on Seltos.
The front face combines the headlamps and the tiger nose grille. The chrome lines on either side were inspired by buffalo horns. Together, they create a strong face and a wider, stable stance. The Seltos is even more attractive when seen up close in person. One aspect that particularly stands out is the diamond-pattern chrome line that fades out to the sides in a gradient style.
The radiator grille and headlamp matchup is another noteworthy detail on the Seltos. The front face of the Seltos combines different shapes to convey an impression of a fully formed, three-dimensional face. Furthermore, the Seltos features delicate designs such as the shining Crown Jewel LED headlights, three-dimensional turn indicators, and chrome faux twin exhaust garnish. The design elements truly stand out when viewed closely, because the Seltos embodies delicate material processing and unique textures.
The voluminous design and contouring achieves a "bigger than life" look, especially against in-class competitors
Q. Seen in person, it's hard to believe that the Seltos truly is a compact SUV. The specifications clearly make the Seltos a compact SUV, but what makes it look so big?
The first is connection. Viewed from the front, the Seltos' grill and headlamps are connected. Move over and view it form the side to discover how the headlamps merge with the side character line, which in turn segues into the tail lamp, all in a single line. View it from the back, and the same effect is there. Both tail lamps on the back are connected by a bold chrome garnish. The visual effect is that the gaze flows across the Seltos, rather than remaining static on a single point.
The second is proportion. Conventional compact models have a short hood on the compact chassis, but the Seltos extended the hood and lowered the body in order to create a more balanced and ideal proportion. The result was a sleeker, sportier design than conventional SUVs in this range.
Lead Researcher Choi Hong-seok explains that fine details were added to give the Seltos a sense of balance
Q. SUVs are easily misunderstood as needing to look strong and tough. Seltos appears to be quite unconcerned with satisfying that stereotype. Was this a conscious decision while designing the Seltos?
We kept close attention to balance while designing the Seltos. We had a lot of intense-looking designs and we didn't want it to feel excessive, so we were constantly looking for balance. For example, when you make something with a hard and resilient material, then make the same thing with soft and less resilient material, you find that people treat the latter with greater care and even cherish it. Tempered glass back on the iPhone 4 comes to mind.
Knowing that, the Seltos also has design elements that users can consciously cherish. The diamond patterns and tail lamp design choices are in large part design mechanisms to achieve that effect. It opens an opportunity for the Seltos' owner to feel more connected with it, in terms of its physicality, but also in the emotional design language.
The dynamically raised belt line chrome molding is a design point unique to the Seltos
Q. Compact SUVs are enjoying great popularity worldwide. There are plenty of competing models now, but what sets the Seltos apart?
Highlighting differentiated design is possible only with a good foundation. The Seltos achieved the golden ratio necessary for good design using a shorter overhang (distance from centerline of the vehicle to the end of the bumper) and a longer wheelbase, achieving a lower and more stable stance. Next, we focused on lines and panels. Straight lines were utilized for sleekness and large surfaces such as the bonnet and doors were given plenty of volume. Last, we looked for differentiation. The chrome molding on the belt line (the horizontal line that separates the windshield and the body) stretches unhitched and touches on the thick C-pillar. This is a unique design element for the Seltos which achieves a coupe-like sleekness and wide body feel. The roof was also given separation based on the raised chrome molding. Combined with the two-tone roof, this accentuates an overall sporty feeling.
The Seltos' design is rich with elements that answer the needs of consumers
Q. Seltos is a global model to be available internationally, including in Korea, China and India. Each country undoubtedly will have unique design preferences. How did you approach the design in that regard?
The Seltos comes in a singular design. It is targeted for multiple markets, but there are differentiation between locales. The image and message are unified. That isn't to say that doing a one-size-fits-all design is an easy way of hitting all the marks for different markets. That being said, the Seltos needed to convey a unified message and leave an impression on the global market for Kia. So that was the intent behind our singular design.
Seltos is Kia's global model that meets a smorgasbord of design demands
Q. Nonetheless, consumer preferences are bound to be different across borders. How were those met?
Meeting all needs across all markets is not realistic, but we did prioritize the important ones and did our best to deliver on all of them. The Seltos you see today is the end product of countless iterations. With every review, we fixed errors and improved the design. Revision work was focused on reconciling all the separate design features. As you said, different markets, different needs, but there's a wait to deliver on as much as possible without breaking the design flow. The strategy was to implement a wide range of design elements, but in a way that met optimal positions and ratios for overall balance.
LED DRLs that run from the grille to the far end of the headlamps. Even the mirror has a distinct presence
Q. The Seltos certain is rich with design elements. What aspect of Seltos' design do you find most satisfying?
There's a good chance that fellow drivers on the road might be looking at the Seltos more than the actual owner and driver. We wanted the Seltos to look great, even when seen through the mirror of another car. However, small reflections in a mirror are just small objects, and even our embiggening design choices are ineffective when the Seltos is seen through a mirror. However, the Seltos maintains a degree of tangible size and volume, when seen through the side mirror of the car ahead. We achieved it using the LED DRL graphic. The Seltos' LED headlamps extend outward from the center of the grille, essentially giving it a very wide, flared look. This was further accentuated with Beat Lighting which adds a cutting-edge feel to the front. It definitely gets heads turning on the road with an unmistakable presence.
Research Fellow Yoon Woo-suk explains that the red point on the center of the wheel catches a lot of eyes on the road
The red point on the center of the wheel is also a deeply satisfying design choice. The red point on the wheel was also applied to the K3 GT, and it certainly suits the Seltos as well. It acts as a focal point as the wheel turns and adds a more dynamic feel to the gazing eye. It goes without saying it's the cherry on top of the Seltos' amazing ratio and balance. The well-balanced and unique design elements all came together for a synergistic effect.
Crown Jewel LED headlights, three-dimensional turn indicators
Q. The design development process undoubtedly had encounters with real-world limitations. What were those for the Seltos?
Those are unavoidable, and we had some of it. The 3-prong turn-signal indicator LED was meant to light up sequentially from the inside out. We solved the technical issues and even received stellar responses from shows, but there were policy aspects that had to be satisfied. Sequence signal lamps needed to light up towards a certain direction, with certain delay time, and have a certain horizontal area. That was one challenge on the policy side that we couldn't satisfy, and it didn't make it into the production line. Had the sequential lamp been approved as the design had originally been proposed, then the tech-savvy younger consumers would have loved it.
The Seltos is perfect for daily commutes and vacation getaways
Q. The Seltos was a sweetheart for many, long before it was launched. As a designer, who do you think will find the Seltos a good fit?
The design speaks for itself. The Seltos is an SUV that is very youthful and dynamic. It comes with distinct impressions, as the intent was to make strong impressions around the world, but a second glance shows delicate and sophisticated design choices, which has some unexpected charm. So to answer your question, I hope those considerations ae recognized by young people who value and seek balance in life. People who are passionate about their profession, but also understand the importance of keeping balance in life. The Seltos is a highly versatile SUV. It works perfectly as a daily driver for commuting, but also for vacation getaways. If you're looking to make the most of your life while keeping a good balance, Seltos is the obvious choice.
The Seltos shows the youthful and dynamic sensibilities of the three young designers who designed its exterior
It would not be hyperbole to say that the Seltos is a direct and accurate reflection of design trends demanded by the market. As someone who has seen it first, photographs do not quite capture how cool the Seltos looks. The robust body that defies its compact-SUV labeling, the three-dimensional face, and the richness of design details that separate it from its competition. The Seltos' distinctive design and stylish exterior will undoubtedly catch the eyes of people. Its true value, however, will be recognized once it is released on the roads.
