Schreyer, Stinger Help Cement Kia’s New Image
Peter Schreyer has been the design chief at Kia for the past 11 years, helping to rebrand the automaker from the boring to the sporty. It was not that long ago when Kia was known for their no-nonsense, boring sedans but in 2018 that no longer describes the brand. Kia is now manufacturing perhaps the most sporty-looking cars available today. They have added sportiness to every design in their lineup, bringing more and more millennials into their customer base, to massive success. The car manufacturer has Peter Schreyer to thank for that transformation.
Schreyer says that the Stinger has been a huge part of the transformation, and even the company’s compact sedan, the Forte, was influenced by the design. Speaking with Vince Bond Jr. of Automotive News, Schreyer was candid in his approach to the design reboot he has led at Kia over the past 10 years or so. “We’ve managed to give the brand identity and positioning. It’s a very young and sporty brand,” Schreyer said. He said that the Stinger is the crown jewel of its model class, landing Kia in the driveways of many who, 10 years ago, would have never imagined owning a Kia.
It is this type of rebranding he had envisioned when first coming on board at Kia. Schreyer has now taken over the Genesis lineup, which he believes is capable of carving out its own niche in the sports car market. Judging from his massive success in the past decade, I would say he is the right man for the job.