Peter Schreyer Explained

Peter Schreyer
Nationality:German
Birth Date:1953
Birth Place:Bad Reichenhall, Bavaria, West Germany
Significant Design:for Volkswagen Group and Hyundai Motor Group

Peter Schreyer (born 1953) is a German automobile designer widely known for his design contributions to the Audi TT.[1] [2] He has been the chief design officer at Kia Motors since 2006[3] and, on 28 December 2012, he was named one of three presidents of the company.[4]

In 2006, Car Design News called the Audi TT one of "the most influential automotive designs in recent time".

Education and early career

Schreyer was born in 1953 in Bad Reichenhall, Bavaria, West Germany, and he began studying in 1975 at the Munich University of Applied Sciences (Fachhochschule München – Industrie Design). He worked with Audi first as a student in 1978, graduating in 1979 with his industrial design degree. Subsequently, he won the Audi Scholarship to study at the Royal College of Art in London from 1979 to 1980 as a transportation design student.[3]

In 1980, Schreyer began working with Audi in exterior, interior and conceptual design. In 1991, he moved to the company's design studio in California.[3] He returned to the Audi Design Concept Studio in 1992 and, the following year, moved to Volkswagen's exterior design department.

Schreyer is known for wearing all-black clothing, black eyeglasses designed by Philippe Starck, and for his "competitive, inventive and analytic" nature.[5]

Kia and Hyundai Motor Group

Beginning in 2005, Kia focused on the European market, identifying design as central to their growth strategy - leading to the 2006 hiring of Schreyer as chief design officer.[6] Schreyer has been central to a complete restyling of Kia's range,[7] overseeing design activities at Kia's design centers in Frankfurt, Irvine, Tokyo and the Namyang Design Center in Korea.[8]

Schreyer indicated in a 2010 interview that Kia had a "neutral image" - indistinguishable whether it was Korean or Japanese - and said that "it's very important that you are able to recognise a Kia at first sight".[9]

The Kee concept vehicle, shown at the 2007 Frankfurt Motor Show, introduced a new corporate grille[10] to create a recognizable 'face' for the brand. Known as the Tiger Nose,[11] Schreyer indicated he wanted "a powerful visual signal, a seal, an identifier. The front of a car needs this recognition, this expression. A car needs a face and I think the new Kia face is strong and distinctive. Visibility is vital and that face should immediately allow you to identify a Kia even from a distance".[10] Commenting on the new signature grille in 2009, Schreyer said "Tigers are powerful, yet kind of friendly". The nose is "three-dimensional - like a face, not just a surface with a mouth drawn on it. From now on, we'll have it on all our cars".[12] In November 2018 Schreyer was replaced by Luc Donckerwolke as the chief design officer at Hyundai-Kia; his title was updated to "President of design management for Hyundai Motor Group", responsible for the group's long-term design vision.[13]

Awards

Design work

External links

Notes and References

  1. News: Hyundai and Kia appoint Schreyer to group design role . BBC News . 13 January 2013 . 18 February 2015.
    - Web site: Designer of New Beetle and Audi TT to Spearhead KIA Global Design . The Auto Channel . 31 July 2006 . 18 February 2015.
    - News: Chicago Auto Show: Kia Ray Plug-In Hybrid Concept . The New York Times . Stephen . Williams . Peter Schreyer, who heads the design operation at Kia, previously worked for more than eight years at Audi, where he was instrumental in designing the A6 and the TT. . 11 February 2010 . 18 February 2015.
  2. Web site: Porträt Peter Schreyer: Kia-Chefdesigner ind Künstler . Auto, Motor und Sport . 9 May 2009 . Zu den wichtigsten Entwürfen, die in seiner Zeit als Audi-Designchef entstanden, zählt er den Audi TT und den A2. . de. https://web.archive.org/web/20090511050558/http://www.auto-motor-und-sport.de/news/portaet-peter-schreyer-kia-chefdesigner-und-kuenstler-1250367.html. 11 May 2009 . 1 September 2022.
  3. Web site: Peter Schreyer is new Kia Design Director . Car Body Design . 26 July 2006 . 18 February 2015.
  4. Web site: Kia promotes design chief Schreyer . https://web.archive.org/web/20121231074342/http://www.autoweek.com/article/20121228/CARNEWS/121229919 . dead . December 31, 2012 . Autoweek . 27 December 2012 . 18 February 2015.
  5. News: You're Hired. Now Turn Humdrum Into Must-Have . The New York Times . Phil . Patton . 24 October 2007 . 18 February 2015. subscription.
  6. Web site: Chief Design Officer Peter Schreyer . Kia Motors New Zealand . 2010 . https://web.archive.org/web/20100524075419/http://www.kia.co.nz/PlanetKia/ChiefDesignOfficerPeterSchreyer.aspx . 24 May 2010 . 24 March 2018.
  7. Web site: Kia Motors' Cheap Chic . Business Week . Moon . Ihlwan . 21 May 2009 . https://web.archive.org/web/20090527085628/http://www.businessweek.com/magazine/content/09_22/b4133058607966.htm . dead . May 27, 2009 . 18 February 2015.
  8. Web site: Who's Where: Peter Schreyer to head Kia Design . Car Design News . 31 July 2006 . https://web.archive.org/web/20060820145340/http://www.cardesignnews.com/site/designers/whos_where/display/store4/item45209/ . 20 August 2006 . 24 March 2018.
  9. Web site: We Interview Peter Schreyer Head of Design at Kia . Design. 12 March 2010 . Paul . Maric . 24 March 2018.
  10. Interview with Peter Schreyer, Chief Design Officer . Kia . 2 March 2010 . https://web.archive.org/web/20100801052810/http://www.kia-press.com/presskits/motorshows/geneva%202010/interview%20with%20peter%20schreyer.aspx . 1 August 2010 . 24 March 2018.
  11. News: Ex-Copycats Find Their Own Styles . The New York Times . Phil . Patton . One of Mr. Schreyer’s first moves was to establish a distinct Kia face. The 'tabbed' grille first appeared on the Kee concept car in 2007. The feature was called the Tiger grille, but Mr. Schreyer has backed away from the nickname — not because of any association with the golfer, but because 'tiger' suggests outdated notions about Asian economies. Mr. Kearns calls it the 'Kia signature grille'. . 9 April 2010 . 18 February 2015. subscription.
  12. News: Kia on the straight and narrow for design of new sedan . New Zealand Herald . Alastair . Sloane . 25 April 2009 . 18 February 2015.
  13. Web site: Luc Donckerwolke Replaces Peter Schreyer as Head of Hyundai/Kia Design. 29 October 2018.
  14. Web site: Peter Schreyer to be honoured by Royal College of Art . Car Body Design. 24 June 2007 . 18 February 2014.
  15. 2014 EyesOn Design Lifetime Achievement Award Winner announced . 16 December 2013 . Drew . Brophy . EyesOn Design . 18 February 2015 . 11 August 2019 . https://web.archive.org/web/20190811060324/http://www.eyesondesign.org/news-1/2013/12/16/eyeson-design-test-post . dead .
  16. Web site: Interview Peter Schreyer . Green Car Design UK . 17 March 2009 . Guy . Bird . dead . https://web.archive.org/web/20090813033227/http://www.greencardesign.co.uk/site/item.php?id=1237331805&category=news&subcat=interviews . 13 August 2009 .
  17. Web site: Remember the Name Peter Schreyer . Carenvy . 26 February 2009 . dead . https://archive.today/20130101012845/http://www.carenvy.ca/2009/02/remember-the-name-peter-schreyer-kia-forte-2010-sorento-no-3-concept/ . 1 January 2013 .
  18. Web site: Geneva Auto Show 2004: Volkswagen Concept C . VWVortex . 2 March 2004 . Jamie . Vondruska . 18 February 2015.
  19. Kia Corporate News . https://archive.today/20141106053641/http://www.kia.com/worldwide/about-kia/company/corporate-news-view.aspx?idx=588 . dead . November 6, 2014 . Kia . 18 February 2015.

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