It Is The Fantasy And The Creativity Of The Designers That Gives Them The Ability To Think Ahead

Peter Schreyer, chief design officer at Kia Motors, speaks about the design language of the brand and how it differs from sister company Hyundai.

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How do you design the products - the process? 

Every car that I do, I focus on making it recognisable as a Kia. Secondly, I do it in a way that I’d also feel like driving it. I only make cars that I’d like to see myself in and feel proud about it. The Indian market has a lot of cost restrictions but still I want to make something that people recognise.

What is the difference in design philosophy between Hyundai and Kia? 

We try to differentiate the two companies on the basis of brand character. For me, its always important to look at the big picture. Hyundai as a brand is more like a charismatic leader.

Kia, on the other hand is a bit more vibrant and classy, if you want to say so. Hyundai also has more of a sensuous form that’s close to nature, like a drop of water. This is Hyundai’s design manifesto. Kia is more textured, like crystals. It’s very much like an architectural object. So, though Hyundai and Kia may follow the same principle, they are different. Kia is more about clean, straight lines, whereas Hyundai is more sensuous.

Is there a difference in design aesthetic in Europe, Asia or different parts of the world?