Peter Schreyer Marks 10th Year at Kia Motors September,22 - 2016

Peter Schreyer marks ten years of leading the new car design for Kia, the period in which the Korean brand's global sales have increased from about 1.1 million cars in 2005, to 3.05 million in 2015.

Peter Schreyer has been the mastermind behind the Kia design revolution over the past decade, a shift that fundamentally change the way in which the model company that is felt throughout the world. Having joined Kia Motors in 2006 as Chief Design Officer, Peter Schreyer now President and Chief Design Officer of Kia Motors Corporation.

Kia has made improvements for several years until 2006, the year in which Peter Schreyer joined the business as Chief Design Officer. brand introduced the European-built cee'd new and unique 7-Year, 150,000 km warranty to Europe in the same year, and expand its global manufacturing capabilities as new models enter production.

Customers around the world are opening their eyes to the value and quality of Kia cars - and fresh design perspective Peter Schreyer is giving impetus to the transformation of the brand and its image, suitable Kia increasingly global outlook.

Peter Schreyer explained: "When I started at Kia, it is important that we establish the identity and feelings that are consistent across brands. But the story of how our new vehicles come to life is about much more than just aesthetics. It involves the selection of a complex in the way complex ideas work together to create something that generates an emotional response. "

In subsequent years, this vision led to the formation of DNA consistent design throughout the growing Kia model line-up, with elements recognizable signature is displayed in a new design. direction of Peter Schreyer has helped Kia to build a clear identity, increase brand awareness, and put into production a series of modern, progressive design of the new car.

'Cool Korea': the inspiration behind the design

As Kia has changed various models, the proliferation of Korean culture around the world - K-Pop, 'Gangnam Style', modern architecture in the Korean domestic market Kia itself, and appreciation of Korean art, to name a few - have helped inspire Schreyer and design team.

Peter Schreyer commented: "For designers, it is important to not only see the car, but are interested in architecture, art, music, industrial design ... all sorts of things. They influence us and we affect them. People now know more about Korea and about what is happening there. on the one hand you have this 'heartbeat' when you go to Seoul, and on the other hand you have silence, concentration. Both of these things inspire me and our designers. "

It is this contrast which has inspired design language Kia models. Schreyer explained: "We have this treasure in which we can find inspiration in art, and simplicity - the luxury of empty spaces and surfaces. It's very simple but it was done with a lot of perseverance and concentration."

Peter Schreyer's design philosophy is born from the inspiration of this Korea: 'simplicity of a straight line', which characterizes every one of the designs that have been monitored. The growth of truly global network designers have led to a different interpretation of this approach, with design centers now established in California in the United States, Frankfurt in Germany, and in the company's Namyang R & D center in Korea.

Changing the perception of the brand Kia

2010 Kia Optima, one of the first Kia models designed entirely under the direction of Peter Schreyer, is seen today as a catalyst for the transformation of the latest design-led product range Kia. As well as offering new technologies and greater refinement than its predecessor, the Optima design adds depth to the Kia model line-up and fundamentally changing the way people see the Kia brand in markets around the world. The latest generation Optima, launched earlier this year, also maintain this unique personality.

Besides Optima, and every model of production since, Peter Schreyer has also directed the creation of a number of design concepts, explore and push the limits of Kia design capabilities. Concepts such as the 2012 Track'ster 2014 and 2010 GT4 Stinger Ray has demonstrated an attractive vision of the future Kia design, and has helped establish more depth and global outlook for Kia design overall.

The future design of Kia

Design has played a key role in changing the perception of the Kia brand and its products over the last few years - and the company will continue with the design-led approach for many years yet. The new launch in a new segment in the coming years, and the ongoing rebirth of the new model generation, meaning that Kia design will continue to be at the heart of the company's success in the future.

Schreyer concluded: "What really surprised me was how quickly the company is growing. Brands like you know it was 10 or even five years ago is gone. You can see it in even the smallest detail. You can feel the texture of advanced and materials. And you experience it in a way that is interrelated and connected. As we move forward, it is important that the change is an improvement, and not just for the sake of looking different. "

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