Kia has taken the idea of a car interior and pushed it somewhere completely different with the Vision Meta Turismo concept, revealed at Milan Design Week. It’s still recognisably a grand tourer in shape and stance, but inside, it’s less about driving from A to B and more about what happens while you’re there.
The driver’s side keeps things focused, with a stripped-back layout, ultra-slim displays and a lightweight seat designed for proper engagement behind the wheel. But the rest of the cabin flips that idea on its head. The passenger seat can rotate to face the rear when stationary, turning the car into a social space, while augmented reality displays and a wide glass canopy create something closer to a lounge or digital hub than a traditional interior.
Kia is also leaning heavily into gaming-style interaction. The steering wheel acts as a central controller, switching between different modes depending on how you’re using the car, from performance-focused driving through to immersive, AR-led experiences and even gaming when parked. There’s a virtual gear shifter that mimics the feel of changing gears, along with sound and vibration effects designed to make electric driving feel more tactile and involving.
Visually, the concept blends old and new influences. There are clear nods to classic 1960s grand tourers in the proportions and stance, mixed with jet-inspired detailing and a futuristic glass-heavy structure that exposes elements of the car’s internal frame. It all follows Kia’s “Opposites United” design approach, combining soft, flowing surfaces with sharp, technical elements.
None of this exists in isolation. Kia has already been pushing further into in-car entertainment and digital tech, from built-in streaming services to themed infotainment systems and connected apps that turn the car into something closer to a smart device. Seen in that context, the Vision Meta Turismo doesn’t feel like a wild one-off, but more like a glimpse of where things could be heading.
Concept cars always exaggerate things, but the direction here is pretty clear. The car is no longer just about driving – it’s becoming a space to spend time in. And if Kia’s recent tech push is anything to go by, some of these ideas might not stay as concepts for long.
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