Peter Schreyer was named as President by Hyundai Motor Group to watch over the design centers of Hyundai and Kia so that their resources will be streamlined and there will be synergy between the two brands. Schreyer’s appointment is included in Hyundai Motor Group’s larger aim to become more competitive through qualitative growth.
Woong-Chul Yang, Vice Chairman of Hyundai Motor Group’s R&D Centre in Korea, said that to achieve “long-term competitiveness,” they will have to make its fundamentals stronger, particularly when it comes to design. Yang also said that design is the most visible aspect but customers get a strong emotional connection to it too. So this is why the group puts design at the center of its efforts to improve its brand value.
Schreyer offers a ton of experience from the worldwide auto industry as well as have a deep understanding of the Hyundai Motor Group. Yang added that Schreyer has these qualities to help Hyundai and Kia become leading global top automakers. ‘Brand Innovation based on Quality’ is the management direction that the Group will take this year. This was revealed during a speech on Jan. 2 by Mong-Koo Chung, Chairman and CEO of Hyundai Motor Group.
Hyundai and Kia have come so far when it comes to design. They have their own distinctive philosophies in terms of design. While Hyundai uses ‘Fluidic Sculpture’, Kia has embraced the concept of ‘The simplicity of the straight line’.
In 2009, Hyundai Motor presented its new design philosophy ‘Fluidic Sculpture’. Hyundai applied it to all the models in its lineup, beginning with the new-generation Sonata that year. Aside from raising its global production capabilities, the new designs drove major sales growth in the global market. In addition, Kia built its own design-DNA named ‘The simplicity of the straight line’, overseen by Mr. Schreyer in 2006.