To stay aggressive in a highly competitive automotive industry, Kia Motors remains true to its commitment to surpass customer expectations with continuous innovations while adhering to the exciting and enabling values of the brand. Sustaining its meteoric growth into becoming a leading global automaker, Kia Motors transformed its thinking and global strategy to reflect the differentiated driving characteristics of the new generation Kia vehicles through modern, exciting and awe-inspiring designs.
Peter Schreyer, the man behind the iconic Audi TT and the new Volkswagen Beetle, has been given the carte blanche to set the entire design language for Kia to complete Kia’s promise of quality and innovative products worldwide. Honored for being bestowed the Chief Design Officer of Kia Motors, Schreyer is driving a strategy to turn Kia Motors into design-choice brand in the car industry without the high product pricing that is currently associated with design driven brands. Part of Schreyer’s plan is to create a design-oriented and creative culture throughout Kia Motors.
Since 2006, under Schreyer’s leadership, Kia has been actively pursuing design development as a new core capability. It has unveiled a total of four concept cars – the Kue, the ex_cee’d, the KND-4 and the Kee – all capturing the flavors of inspirational design ideas from all over the world. Being a global brand operating in diverse markets, these exceptional concept cars represent what could become of Kia Motors’ design language in the future.
Further establishing a culture of creativity, Kia Motors has since then established two overseas Kia-exclusive design centers in California, U.S.A. and Frankfurt, Germany to complement the Namyang design studio in Korea. It has also started specially-organized design seminars for its employees worldwide understanding the need to develop design talent throughout the entire organization.
