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Peter Schreyer’s Design-led Strategy Proves to be a Winning Formula for Kia

In December, Kia Motors appointed Chief Design Officer Peter Schreyer as president. This move shows that Kia not only appreciates the brand transformation that Schreyer led, but also that it is embracing a design-led strategy to take the carmaker forward. The former Audi designer is the first non-Korean to hold the position and one of only three presidents in the entire company.

Schreyer introduced the signature “tiger nose” grille and a common design language to the entire range of Kia models. You can see the distinctive tiger nose on many cars including the Picanto and Rio (city-cars), Sportage and Sorento (SUVs), Optima and Quoris (sedans) and the Soul and Cee’d (hatchbacks). Kia’s newest car, the Carens, will also carry this look when it’s released in 2013.

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Is there a magic formula for turning ordinary cars into sophisticated, desirable machines? For Kia Motors, it was bringing a brilliant head designer on board and launching a daring redesign effort. Schreyer is credited for bringing a huge renaissance to the Kia brand by completely revamping the look of its cars.

While Kia cars were known for being capable and budget-friendly, now they’re recognized for their sleek and innovative image. Having announced its vision to become a luxury brand on par with Lexus and Mercedes-Benz by 2017, Kia would do well to keep focusing heavily on design.

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About the author by Anna Sohn

I’m a New Jersey girl with a lifelong fascination with Korea, my motherland. In 2011, I moved to Seoul and I’ve enjoyed living in this wired and fast-paced city ever since. I’m excited to share the latest tech and design developments I encounter in Korea and hope you enjoy the AT&D blog as much I enjoy writing for it!

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