So how (and why) did Peter Schreyer, at the envious position of heading Volkswagen exterior design, leave it all behind and head to Korea to try and shape a brand of massmarket cars?
The early years
Born in 1953, in a small town just outside of Salzburg, Schreyer’s love for planes and cars was naturally cultivated on the old farm he grew up on, adjacent to a small air field, and on the path to a revered Hillclimb course, where Auto Union test drivers would regularly head to. While he lent a hand in the baking of cakes at the family’s restaurant, fortunately for us, his father’s enthusiasm for cars was infectious. Schreyer recounts his father teaching him how to drive on the Alpen roads, timing shifts, and nailing corners. This led to a course in industrial design in ’75, from where he was offered an internship at Audi, learning under the likes of future Ford Mondeo designer, Martin Smith. No surprises then, when Schreyer was offered a position at Audi after his course, with a sponsorship to study transportation design at the revered Royal College of Arts, London.
The Audi years
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