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Schreyer to oversee Hyundai design

1401 Peter Schreyer to Oversee Hyundai 1

Kia’s much-lauded design boss, Peter Schreyer, has been given a larger net to cast, this time over Hyundai and Kia as a whole. While the group currently makes use of a lot of synergies between the two brands, Schreyer’s new role as group design director is set to entrench that further.

However, don’t make the mistake of thinking that this will make Hyndai and Kia closer than ever. No, in fact one of Schreyer’s main goals will be to provide “long-term vision for design and enforce design differentiation”.

“Strengthening our fundamentals, especially in the area of design, is imperative to secure long-term competitiveness,” said Woong-Chul Yang, vice chairman of Hyundai’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 emitional conection to. It is at the centre of our efforts to enhance our brand value.”

Schreyer is likely to overhaul Hyundai’s design in order to help the firm achieve its goal of becoming a more upmarket, aspirational brand. Sportiness is also likely to play a big role, especially given the marque’s future involvement in motorsport.

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