Kia introduced the latest generation of its Seltos subcompact SUV, unveiling a model that the company says reflects a more mature design language, refined driving character and a broader interpretation of how a small sport-utility vehicle can fit into modern life. The second-generation Seltos arrives as a global product of strategic importance for the brand, one that Kia intends as both a practical daily companion and a symbol of its expanding design ambitions.
Presented during an online world premiere built around the theme “The Protagonist,” the new Seltos was framed not just as a vehicle but as part of a narrative about personal agency. The launch film followed three people seeking new milestones, freedom, and closer relationships, a storytelling device meant to mirror the way Kia believes drivers will use the Seltos—as a tool for exploring new chapters and, as the company put it, living as the protagonist of their own story.
Ho Sung Song, Kia’s president and chief executive, said the Seltos has long stood for strong value, and he positioned the redesigned model as a natural extension of that reputation. He emphasized that its expanded global role and richer suite of practical and stylistic features are intended to meet a wide spectrum of mobility needs, from urban commuters to families in search of a compact but capable SUV.
Kia describes the new Seltos as representing a blend of confident stance, practical versatility, and contemporary technology. The company has re-engineered the model to deliver a more reassuring driving experience, with improvements aimed at day-to-day usability and comfort. The exterior design is more assertive, adopting the brand’s evolving aesthetic while maintaining the upright proportions that have helped distinguish the Seltos within the crowded subcompact SUV segment.
Inside, the vehicle has been shaped to appeal to drivers who value both individuality and flexibility. The cabin has been refined to offer more space and better ergonomics, with upgraded convenience features that aim to make routine driving easier and, in Kia’s view, more enjoyable. The company highlighted seamless connectivity, enhanced comfort, and intelligent packaging as pillars of the vehicle’s identity—features intended to support a wide range of lifestyles, from solo city dwellers to families needing a nimble yet accommodating SUV.
As one of the anchors of Kia’s global SUV lineup, the all-new Seltos is expected to reinforce the brand’s growing emphasis on progressive design and user-centered engineering. It arrives as Kia continues to broaden its international reach and refine its portfolio in response to shifting consumer expectations around technology, efficiency, and everyday practicality.