Peter Schreyer

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Peter Schreyer
Peter Schreyer 2011-05-30 003.jpg
Born1953 (age 71–72)
Bad Reichenhall, Bavaria, Germany
NationalityGerman
Education Munich University of Applied Sciences
Royal College of Art
Engineering career
ProjectsProjects for Volkswagen Group (including Audi) and Hyundai Motor Group (including Kia)
Significant design Audi TT
Kia Kee
Kia Soul

Peter Schreyer (born 1953) is a German automobile designer widely known for his design contributions to the Audi TT. [1] [2] He was the chief design officer at Kia Motors since 2006-2018 [3] and, on 28 December 2012, he was named one of three presidents of the company. [4]

Contents

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

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]

Audi and Volkswagen Group

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.

As head of design and working in collaboration with designer Freeman Thomas and the Audi design team, Schreyer created the Audi TT. Initially released as a concept study at the International Motor Show Germany (IAA) in Frankfurt in 1995, the car entered series production and was released to the market in 1998. In 1999 it was voted best new car of the year by Auto Europe. In 2006, Car Design News called the Audi TT one of "the most influential automotive designs in recent time". [6] [7] [8]

Kia and Hyundai Motor Group

"I try to look at architecture and art and music, things like this. I like things that are not average, and people who follow their own vision."

Peter Schreyer, discussing his design influences in 2009 [9]

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. [10] Schreyer oversaw design activities at Kia's design centers in Frankfurt, Irvine, Tokyo and the Namyang Design Center in Korea, [6] and was central to a complete restyling of Kia's range and market positioning. [11]

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". [12]

The Kee concept vehicle, shown at the 2007 Frankfurt Motor Show, introduced a new corporate grille [13] to create a recognizable 'face' for the brand. Known as the Tiger Nose, [14] 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". [13] 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". [15]

In November 2018 Schreyer was replaced by Luc Donckerwolke as the chief design officer at Hyundai-Kia; Schreyer's title was updated to "President and head of design management for Hyundai Motor Group", responsible for the group's long-term design vision. [16]

He retired from his full-time role at the company at the end of 2023, but continues to support the organization's partnerships with educational institutions such as the Royal College of Art and initiatives such as the Hyundai-Kia Student Awards. [17]

Awards

Design work

References

  1. ↑ "Hyundai and Kia appoint Schreyer to group design role". BBC News. 13 January 2013. Retrieved 18 February 2015.
    - "Designer of New Beetle and Audi TT to Spearhead KIA Global Design". The Auto Channel. 31 July 2006. Retrieved 18 February 2015.
    - Williams, Stephen (11 February 2010). "Chicago Auto Show: Kia Ray Plug-In Hybrid Concept". The New York Times. Retrieved 18 February 2015. 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.
  2. 1 2 "Porträt Peter Schreyer: Kia-Chefdesigner ind Künstler". Auto, Motor und Sport (in German). 9 May 2009. Archived from the original on 11 May 2009. Retrieved 1 September 2022. Zu den wichtigsten Entwürfen, die in seiner Zeit als Audi-Designchef entstanden, zählt er den Audi TT und den A2.
  3. 1 2 3 4 5 "Peter Schreyer is new Kia Design Director". Car Body Design. 26 July 2006. Retrieved 18 February 2015.
  4. ↑ "Kia promotes design chief Schreyer". Autoweek. 27 December 2012. Archived from the original on December 31, 2012. Retrieved 18 February 2015.
  5. ↑ Patton, Phil (24 October 2007). "You're Hired. Now Turn Humdrum Into Must-Have" . The New York Times. Retrieved 18 February 2015.
  6. 1 2 "Who's Where: Peter Schreyer to head Kia Design". Car Design News. 31 July 2006. Archived from the original on 20 August 2006. Retrieved 24 March 2018.
  7. ↑ Custard, Ben (22 Sep 2016). "Eight of Peter Schreyer's greatest hits". BBC Top Gear.
  8. ↑ "A timeless design icon: The Audi TT turns 25". Audi Newsroom. May 4, 2023. Retrieved 2025-06-19.
  9. 1 2 Bird, Guy (17 March 2009). "Interview Peter Schreyer". Green Car Design UK. Archived from the original on 13 August 2009.
  10. ↑ "Chief Design Officer Peter Schreyer". Kia Motors New Zealand. 2010. Archived from the original on 24 May 2010. Retrieved 24 March 2018.
  11. ↑ Ihlwan, Moon (21 May 2009). "Kia Motors' Cheap Chic". Business Week. Archived from the original on May 27, 2009. Retrieved 18 February 2015.
  12. ↑ Maric, Paul (12 March 2010). "We Interview Peter Schreyer Head of Design at Kia". Design. Retrieved 24 March 2018.
  13. 1 2 "Interview with Peter Schreyer, Chief Design Officer" (Press release). Kia. 2 March 2010. Archived from the original on 1 August 2010. Retrieved 24 March 2018.
  14. ↑ Patton, Phil (9 April 2010). "Ex-Copycats Find Their Own Styles" . The New York Times. Retrieved 18 February 2015. 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'.
  15. ↑ Sloane, Alastair (25 April 2009). "Kia on the straight and narrow for design of new sedan". New Zealand Herald. Retrieved 18 February 2015.
  16. ↑ "Luc Donckerwolke Replaces Peter Schreyer as Head of Hyundai/Kia Design". 29 October 2018.
  17. ↑ "Hyundai Motor Group Design Leaders Honored with Automotive News Centennial Awards". www.linkedin.com. Retrieved 2025-06-19.
  18. 1 2 "Peter Schreyer to be honoured by Royal College of Art". Car Body Design. 24 June 2007. Retrieved 18 February 2014.
  19. ↑ Brophy, Drew (16 December 2013). "2014 EyesOn Design Lifetime Achievement Award Winner announced" (Press release). EyesOn Design. Archived from the original on 11 August 2019. Retrieved 18 February 2015.
  20. ↑ "Remember the Name Peter Schreyer". Carenvy. 26 February 2009. Archived from the original on 1 January 2013.
  21. ↑ Vondruska, Jamie (2 March 2004). "Geneva Auto Show 2004: Volkswagen Concept C". VWVortex. Retrieved 18 February 2015.
  22. ↑ "Kia Corporate News" (Press release). Kia. Archived from the original on November 6, 2014. Retrieved 18 February 2015.
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