Kia looking forward to transforming the look of the brand

Kia president of design, Peter Schreyer, says despite completely transforming the look of the brand in the last 10 years, his job is not done yet.

Kia looking forward to transforming the look of the brand

Speaking at the unveil of the firm’s new Stinger — a car he has personally wanted to see made for years — he said that although Kia’s look has been refreshed, there are still challenges for him to tackle.

“My job will never be done,” he said. “With Kia, and since I’ve been there more than 10 years, the perception of the brand has really changed a lot. If you look at the product range, it is very different now.

“But you always need to stay hungry — and now I have the challenge of Hyundai, and Kia, and Genesis, and this is another level for me, to develop all that.

“Genesis is a unique and challenging job to develop that as a brand and it’s something I’m looking forward to.”

Speaking about the Stinger, the brand’s new high-performance sports saloon, Schreyer said he was in the mood for partying after finally seeing the model unveiled.

“Today I am so happy that we have this,” he said. “I wouldn’t like to say we won the battle because it was a battle not against someone who didn’t want to do it — they did.

“I remember in so many presentations that even though they were serious discussions, they still did so with big smiles on their faces.

“At one point we did a model in this red colour [the launch model] and forever after that they never spoke of the codename for the car — the CK — they instead spoke about the ‘red car’. Everyone was convinced, happy and optimistic.”

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