Kia Motors' Global Design Chief Spearheads Corporate Design Vision

MELBOURNE, AUSTRALIA – February 27, 2009: The Australian premiere of the all-new Kia Soul marks the second occasion that the new Kia 'corporate grille', the trademark of Kia Motors' global Chief Design Officer, Peter Schreyer, has been launched to the Australian public this year.

First it was the new Kia Cerato sedan, launched in January and already attracting accolades from both the Australian motoring press and car buyers alike. Now it's the turn of the all-new Kia Soul, a car that redefines the concept of freedom and individuality and creates a new category of car for the young and young-at-heart.

Schreyer was appointed as Chief Design Officer in September 2006, with a brief to oversee Kia's domestic and international design functions and be responsible for implementing the company's design vision in line with its 'exciting and enabling' brand values that target a young-at-heart and adventurous target customer base.

That vision is now apparent as fresh and bold approach to design that is already bringing a new personality to Kia vehicles, starting with the just-released Cerato and now apparent in the Soul.

Schreyer, responsible for designing world renowned 'cult' cars like the New Beetle and the previous Audi TT, took the reins to direct Kia's significantly increased emphasis on automobile design and support the ongoing regeneration of Kia's model range.

Schreyer oversees design activities at Kia's regional design centres in Frankfurt, Los Angeles and Tokyo as well as the company's flagship Namyang Design Centre in Korea.

He has played a significant role in advancing the company's worldwide brand footprint and developing a distinctive Kia design language which will be evident in each future model.

Schreyer's central task has been to mould the future face of the brand and models from the same clay. According to Peter Schreyer, "Good design not only transmits clear messages through the products, but also solidifies the company's brand positioning and overall company image."

In July 2007, Peter Schreyer became only the third automotive designer to receive an Honorary Doctorate from the Royal College of Art (RCA) in the United Kingdom in recognition of his contribution to automotive design.