Gregory Guillaume, Chief Designer Europe for Kia Motors, commented: “The Proceed Concept is our bold and engaging vision for a potential member of the next generation cee’d family. Embodying the spirit and athleticism of the current pro_cee’d, the Proceed Concept is an extended hot hatch that encapsulates Kia’s performance spirit. It’s an ambassador of all our emotion, our passions and our dynamic values. It’s the pro_cee’d reborn, more beautiful than ever before.
“The pro_cee’d has always been Kia’s performance halo model in the cee’d family. Since its debut in 2008 it has embodied all our driving passion, and the model that succeeded it in 2012 extended this dynamic lineage. However, with many European drivers seeking alternatives to the traditional three-door hot hatch, we began thinking about a new halo model.
“The extended hot hatch you see here could be an alternative for us. It’s a third body type - one that retains the athleticism of the pro_cee’d, but reworked and reimagined to combine a striking new visual presence with a dash of real-world versatility. The Proceed Concept is our vision of how the vibrant spirit of the pro_cee’d could be reincarnated and revitalised for a new generation of drivers,” continues Guillaume.
The Proceed Concept is a car that unashamedly appeals to the heart of the driver. While Kia embraces the future, it also knows how important it is to treasure the past. Performance cars are all about indulging the senses, and smell is the most powerful sense humans have for evoking memories. Guillaume and his team has recreated the ‘Memory Bank’ for the Proceed Concept - a flush-mounted shelf housed within the dashboard, containing a trio of evocative aromas.
“Each of these three engraved flacons contains a scent synonymous with power, passion and performance; aromas that any petrolhead will instantly recognise,” describes Guillaume. “There’s the warm musky smell of aged leather, the oily fragrance of a garage that’s home to a classic car, and the tang of high-octane motorsport fuel. This is about automotive passion and the love of car culture.”
“The idea behind the Proceed Concept is the same idea that’s behind all of our concept cars - it’s to challenge people’s perceptions of Kia and start conversations around what is and what could be,” says Guillaume. “Because that is what Kia’s power to surprise is all about.”
Photo: KIA
(12.09.2017)