Kia's apparent attempt to carve out a niche for itself as perennial creators of lovely concepts continues with this, the Ray. We'll drop the definitive article though, because just calling it Ray makes it feel like our favourite darts-playing uncle.

Ray is kind to the environment - as well as being fond of a few pints and a silky shirt - because he's a plug-in electric hybrid. And instead of rocking a coiffed ponytail at the back, he's got some seriously elaborate sparkly bling going on - the big show off. As you can see from the picture, a single strip of light follows the form of the tailgate, emphasising a distinctly sharply sculpted rear end.

Ray was styled in America at the Kia Design Centre, and will be the focus of the 'Kia Motors America' display in Chicago. No doubt it will appear in Geneva thereafter, though that's not confirmed, and nor do we know whether Kia will use it as the basis for a flagship coupé - the type of halo product the nascent brand could benefit from, in the same way sister company Hyundai has with its Coupe.

More concrete is the news that Kia is working hard developing hybrid vehicles, with a number of test mules running about worldwide, and the company has stated its intention to put LPG hybrid cars in Korean showrooms within a year. What Kia's plans are for hybridisation of its UK range is as yet unclear, but it's due to start testing hybrids on UK soil before 2011.

Mark Nichol - 22 Jan 2010