Wallpaper* interviews Kia Styling Group Director Sae-Young Song
Korean car brand Kia’s turbo design acceleration under auto ace Peter Schreyer
Wallpaper* went to Kia’s Namyang Design Centre in South Korea to speak to the director of the Kia Styling Group, Sae-Young Song about Schreyer’s influence, Korean style and the brand’s premium aspirations…
Little more than a decade ago Kia was a no-frills, A-to-B Korean car brand recently saved from bankruptcy by Hyundai. But since the arrival of ex-Audi designer Peter Schreyer in 2006, the marque has been transformed – in a similar way to fellow Korean brands LG and Samsung – and sales have rocketed, so much so that Hyundai-Kia is now the fourth biggest car group in the world.