Kia: Cars Are No Longer Fun Because Of Too Much Tech

Great driving dynamics don’t require a sports car. Regular models like the Mazda3 and Honda Civic offer engaging daily commutes, while premium options like the Alfa Romeo Giulia and BMW 3 Series provide even more refinement.

However, Kia asserts that this selection remains insufficient. Graeme Gambold, the company’s chief ride and handling engineer for Australia, suggests that the needs of driving enthusiasts are increasingly being overlooked. Furthermore, he contends that while modern automotive technology offers significant benefits, it often diminishes the engaging experience of driving.

Kia’s ride and handling chief, Graeme Gambold, recently criticized intrusive driver-assist technologies, arguing that they often diminish the driving experience. While acknowledging their safety benefits, Gambold emphasized that modern market priorities have sidelined enthusiast-focused vehicles. This commitment to driving dynamics is why Kia keeps investing in region-specific chassis tuning, setting it apart in an industry increasingly focused on software and cost-cutting.

The rapid pace of automotive development, driven by Chinese market demands, forces manufacturers to prioritize speed over core chassis engineering. Advanced electronics and adaptive suspension now often mask fundamental handling deficiencies, while the industry’s focus on software-defined vehicles and basic utility provides little incentive to prioritize genuine driving dynamics in mass-market cars.

While the automotive industry may eventually transition toward fully software-defined vehicles—a direction many manufacturers are actively pursuing—it is reassuring that certain brands still prioritize authentic chassis tuning and mechanical calibration over an overreliance on active systems and software-based interventions.

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