Kia Design Chief Gets Promoted to PresidentCars News

Former Volkswagen designer Peter Schreyer has done wonders for Kia. Since coming to the Korean brand in 2006, he’s infused Kia’s lineup with a much-needed dose of style and helped produce sought-after models like the Optima. He also created a cohesive design language that can now be seen throughout the lineup.

 
For his substantial impact on the brand’s success in recent years, Peter Schreyer has been promoted to president president. He’s become the first non-Korean to attain the position at Kia.

 
“The promotion shows Kia’s key focus areas shifting from production and cost efficiency, which were traditionally considered more important, to design and research and development,” said Shin Chung Kwan, an analyst at KB Investment & Securities Co. in Seoul. “It also symbolizes Kia’s urge to advance as a global company–showing a foreigner could make it to one of the top positions.”

 
In addition to designing stylish vehicles, Schreyer has helped Kia move upmarket. For years the brand had been synonymous with cheap, utilitarian, and boring vehicles, but today the lineup exudes quality and performance. Kia, as well as Hyundai, aim to outdo German rivals like Volkswagen ad BMW, and vehicle design will continue to play a critical role in reaching that objective.

 
In addition to helping revitalize Kia and spark incredible sales growth in the U.S. and Europe, Schreyer’s success has also inspired other high-profile designers to make to move out of Europe. Hyundai lured ex-BMW designer Christopher Chapman to head its U.S. design center earlier this year.

 

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