2022 Kia Sportage has me extremely confused

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In 2005, Kia was focusing on growing the company to become a globally recognized brand and they identified design as a critical component to their growth strategy. Part of this strategy led to the 2006 hiring of Schreyer as chief design officer.

Schreyer indicated that Kia had a "neutral image" - you couldn’t tell whether it was Korean or Japanese at the time and this needed to change. He said that "it's very important that you are able to recognise a Kia at first sight.”

So Schreyer and his design team started brainstorming ideas on how to create a strong brand identity for Kia with new design elements and features that would stretch across the entire lineup, creating a new family DNA.

They came up with the Tiger Nose. A single design element right in the center of the face that would tie the brand together.

It was unveiled in 2007 with the Kia KEE Concept and it was an instant hit.

And ever since then, Kia has not only stepped up their quality in design, but also in overall build quality.

The new 2022 Kia Sportage has me a little confused. It makes sense but at the same time it doesn’t. I’m also going to show you the design differences between the 2022 Kia Sportage for the EU and the Sportage for the global market.

I'll walk you through the design evolution of the Kia Sportage to show you just how far Kia has come from the 1st generation.

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