The strategy, announced on December 2012, aims at streamlining resources and creating synergy between the two brands. The move is also part of the Hyundai Motor Group’s bigger efforts to strengthen its competitiveness through qualitative growth.
Hyundai Motor introduced its new design philosophy ‘Fluidic Sculpture’ in 2009 and applied it to its entire lineup, starting from the new-generation Sonata that year. In addition to increased production capabilities worldwide, the new designs contributed to significant sales growth in the global market.
Kia also created its own design-DNA called ‘The simplicity of the straight line’, led by Mr. Schreyer in 2006, and applied it to its entire lineup. Kia’s design management has proven successful, winning awards such as the red dot design award and iF design award.
Peter Schreyer will lead the long-term design vision and strategy for Hyundai and Kia, based on the Group’s vision. In particular, by overseeing the Group’s design resources, he will further cement the two brands’ differentiation strategies according to each company’s brand direction.
“Strengthening our fundamentals, especially in the area of design, is imperative to secure long-term competitiveness,” said Woong-Chul Yang, Vice Chairman of Hyundai Motor Group’s R&D Centre in Korea.
“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.”
“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 valuable qualities will help build the foundation needed to make Hyundai and Kia leading global top automakers,” added Mr. Yang.
On January 2, the Group announced ‘Brand Innovation based on Quality’ as this year’s management direction during a new year speech delivered by Mong-Koo Chung, Chairman and CEO of Hyundai Motor Group.
Both Hyundai and Kia have come a long way in terms of design, under their own unique design philosophies, ‘Fluidic Sculpture’ and ‘The simplicity of the straight line’, respectively.
Peter Schreyer – Career Highlights
- 1953 – Born in Bad Reichenhall, Deutschland
- 1975 – 1979 – Industrial Design School of Applied Arts, Munich – Royal College of Art, London
- 1994 – 2002 – Head of Audi Design
- 2002 – 2006 – Head of Volkswagen Design
- 2006 – 2012 – Chief Design Officer of Kia Motors Corp
- 2013 – present – Appointed President of Hyundai, Kia Design Centre