Mike Stevens | Feb 4, 2010

FOLLOWING LAST MONTH'S stylised illustration, Kia has today released a second teaser image for its upcoming Ray concept - this time revealing a glimpse of the futuristic car's front-end.

Designed at Kia's American design studio, the Ray was conceived to demonstrate one possible direction for the styling and shape of a Kia plug-in hybrid.

As hybrids and electric vehicles become more commonplace, there's a new focus on fast styling - even for the previously bland Toyota Prius.

As the likes of Tesla and Fisker look to steal a share of the new market, the older players - which even includes Kia, in this scenario - are rushing to stamp their place.

kia_ray_concept_01

Renault's Fluence electric vehicle is just one more example of a new move to make EVs and hybrids less stuffy and more appealing to the style-minded consumer.

As for the Kia Ray, it seems we'll have to wait until the 2010 Chicago Auto Show before we'll know more about what the Korean carmaker has in store.

If it's packing anything more than a stylish body and blacked out windows to hide its bare insides, Hyundai's Blue-Will is likely to be the drivetrain donor.

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