Kia finds time to Work and Play at SEMA

Kia adopted a novel strategy for this week's SEMA (Specialty Equipment Market Association) show in Las Vegas by unveiling a pair of contrasting concepts based on the acclaimed new Sportage.

The two concepts -- dubbed "Work" and "Play" -- were created jointly by Kia Motors America and lifestyle magazine Antenna and were designed to target on-the-go execs and outdoorsy types respectively.

The matte red "Play" Sportage concept is pitched at adventurers with its custom bike rack, motorised barbecue grill, flat screen television and locker space, while the blue "Work" version comes with a built-in closet, shoe rack, iPad2 and Motorola Droid X3.

It's not the first time Kia's American division and Antenna have worked together, as they previously joined forces to conjure up a tricked-out 2010 Soul for the 2009 SEMA Show.

In keeping with its rugged job description, the "Play" Sportage is equipped with 20-inch matte black MRR HR4 wheels, and its custom Yakima roof rack is outfitted with a red and black Cannondale QuikFX bike.

The interior is swathed in black and red leather and black suede, and there's an iPod Touch4 moulded into the rear centre console, as well as a custom quick-release camera holder with an Olympus EP-L1 camera.

The headliner has an integrated custom beach chair holder, complete with a black-painted beach chair with a red leather seat. Its surprise-and-delight features include a motorised stainless steel barbecue grill, 22-inch LCD television, and a Mac Mini with a wireless keyboard and mouse.

The more sombre "Work" Sportage is distinguished by its custom metallic blue paint, titanium grey wheels, roof rack trim, grille insert and bumper inserts.

Its mod-cons include a Motorola Droid X moulded into the centre console, while iPads are fitted into fibreglass inserts housed in the driver and passenger seatbacks. There's also a Bluetooth 5 wireless keyboard mounted into the back of the centre console.

Topping it off, there's a full closet and dressing station nestled in the cargo area, offering storage for up to two suits, five dress shirts and five belts.

It doesn't end there, as there are also holders for an electric razor (with a built-in power source) and ties, as well as a shoe rack with a track system to hold cufflinks and a wristwatch.

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