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Peter Schreyer

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Peter Schreyer

Peter Schreyer
1998 Audi TT
Born 1953 (age 61–62)
Bad Reichenhall, Bavaria, West Germany
Nationality Germany
Education Munich University of Applied Sciences (Final diploma Industrie Designer FH, 1979)
Royal College of Art (1979-1980, Transportation Design)
Engineering career
Significant design

Peter Schreyer (born 1953) is a German automobile designer for Kia Motors,[1] widely known for his design contributions to the Audi TT.[2][3][4]

In 2006, Car Design News called the Audi TT one of "the most influential automotive design in recent time".[5]

He has been the Chief Design Officer at Kia Motors since 2006[6] and on 28 December 2012, was named one of three presidents of the company.[7] Three weeks later, he became the Chief Design Officer of both Hyundai Motor and Kia Motors.

Life and early career

External images
Peter Schreyer at the time of his move to Kia Motors
[1]Peter Schreyer's Kia No.3 Concept, precursor to the Venga]
Peter Schreyer at the 2010 Geneva Motor Show
No.3 Concept, with new corporate grill, the Tiger NoseKia
Peter Schreyer in his office

Schreyer was born in 1953 in Bad Reichenhall, Bavaria, West Germany[6] and began studying in 1975 at the Munich University of Applied Sciences (Fachhochschule München - Industrie Design).[6] He worked with Audi first as a student in 1978,[6] graduating in 1979 with his Industrial Design degree. Subsequently, Schreyer won the Audi Scholarship to study at the Royal College of Art, London from 1979-1980 as a transportation design student.[6]

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, USA.[6] He returned to the Audi Design Concept Studio in 1992 and moved to Volkswagen's exterior design department in 1993. In 2006, Kia hired Schreyer as Chief Design Officer.[8]

Schreyer is known for wearing all black clothing, black eyeglasses designed by Philippe Starck,[9] and for his "competitive, inventive and analytic" nature.[9]

Kia and the Tiger Nose

"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[10]

Beginning in 2005, Kia focused on the European market, identifying design as its core future growth engine — leading to the 2006 hiring of Schreyer as Chief Design Officer.[8] Schreyer has been central to a complete restyling of Kia's lineup,[11] overseeing design activities at Kia's design centers in Frankfurt, Los Angeles, Tokyo and the Namyang Design Center in Korea.[5]

Schreyer indicated in a 2007 interview that Kia had a "neutral image" prior to his arrival.[12]

The Kee concept vehicle, shown at the 2007 Frankfurt Motor Show,[13] 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]

Kia No.3 conceptSee: with Tiger Nose
2011 Kia CadenzaSee: with Tiger Nose
2010 UK SedonaSee: with Tiger Nose[13]


Design work

See also


  1. ^ "Hyundai and Kia appoint Schreyer to group design role". BBC News. 13 January 2013. 
  2. ^ "Designer of New Beetle and Audi TT to Spearhead KIA Global Design". Autochannel. 31 July 2006. 
  3. ^ a b "Porträt Peter Schreyer: Kia-Chefdesigner und 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 . 
  4. ^ Williams, Stephen (11 February 2010). "Chicago Auto Show: Kia Ray Plug-In Hybrid Concept". The New York Times. 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. 
  5. ^ a b "Whos Where: Peter Schreyer to head Kia Design". Car Design News. 31 July 2006. 
  6. ^ a b c d e f g h "Peter Schreyer is new Kia Design Director". 26 July 2006. 
  7. ^ "Kia promotes design chief Schreyer". Autoweek. 28 Dec 2012. 
  8. ^ a b
  9. ^ a b Patton, Phil (24 October 2007). "You're Hired. Now Turn Humdrum Into Must-Have". The New York Times. 
  10. ^ a b Bird, Guy (17 March 2009). "Interview Peter Schreyer". Green Car Design UK. 
  11. ^ Ihlwan, Moon (21 May 2009). "Kia Motors' Cheap Chic". Business Week. 
  12. ^ Maric, Paul (12 March 2010). "We Interview Peter Schreyer Head of Design at Kia". 
  13. ^ a b c d "Interview with Peter Schreyer, Chief Design Officer". Kia Press. 2 March 2010. 
  14. ^ Patton, Phil (9 April 2010). "Ex-Copycats Find Their Own Styles". The New York Times. "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. 
  16. ^ a b "Peter Schreyer to be honoured by Royal College of Art". 24 June 2007. 
  17. ^ Brophy, Drew (16 December 2013). "2014 EyesOn Design Lifetime Achievement Award Winner announced" (Press release). Retrieved 22 January 2014. 
  18. ^ "Remember the Name Peter Schreyer". 26 February 2009. 
  19. ^ Vondruska, Jamie (2 March 2004). "Geneva Auto Show 2004: Volkswagen Concept C". VWVortex. 
  20. ^

External links

  • Interview with Peter Schreyer
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