The Hyundai Automotive Group will be looking to capitalise on the talents of Peter Schreyer and his design team, as he fulfills his new role of overseeing both Hyundai and Kia’s design centres around the world. This just weeks after the news that the 60-year old German was elevated to the position of one of three presidents at Kia Motors; making him the first non-Korean to fulfill such an auspicious role.
This may sound like a bit of opportunist wrangling from Hyundai, who clearly want to cash in on a bit of the Peter Schreyer magic that turned Kia from a hum-drum Korean brand into a segment contender in almost every market in the world, but the decision is actually quite a shrewd one from within the walls of the Hyundai Group..
Peter Schreyer will be able to direct the future of both automakers long-term design languages. This will ensure that both brands share design resources more efficiently and yet maintain the differentiation between the models of each respective firm.
Peter Schreyer has seen new models from Kia come away with several ‘Red Dot’ and ‘iF Design’ awards in recent years. The appointment comes as part of the Hyundai / Kia’s new ‘Brand Innovation based on Quality’ strategy, which singles out visual design as a key element in producing winning products.
“Design is not just the most visible aspect of the car, but it’s an area customers have a strong emotional connection to. It is at the centre of our efforts to enhance our brand value”, said Hyundai Motor Group’s R & D Centre Vice Chairman Woong-Chul Yang.
Yang added: “Mr. Schreyer brings a wealth of experience in design from the global auto industry and has a deep understanding of the Hyundai Motor Group. These values will help build the foundation needed to make Hyundai and Kia leading global top automakers.”
Schreyer’s appointment is part of a new strategy to bolster Hyundai / Kia’s position as one of the world’s biggest car makers. Hyundai / Kia are now the world’s fifth largest automotive group. Since his move from Audi, Peter Schreyer has managed to make Kia’s look appealing in a very short period of time. A new, bigger challenge lies ahead of him now. It will be interesting to see how he deals with added responsibility. No pressure Peter.
The images featured here are the 2012 Hyundai I-Ioniq Concept car.
