Hyundai & Kia To Get More Different Design Languages

by Oct 3, 2013All News, Hyundai, Kia14 comments

According to AutoExpress report, new global design chief for the Korean brands Peter Schreyer, who says the new designs will begin to emerge “in two to three years’ time”.[ads id=”0″ style=”float:left;padding:5px;”]Hyundai and Kia needs to get more distinct design languages. He believes cars from the two sister brands “should be separated more, and we’ll get a wider range”. Schreyer cites the example of the platform-sharing Volkswagen Golf and Audi A3, which appeal to very different customers.

“We also need a difference in content,” he said. By that, he means that Hyundais and Kias should also be separated by their features and functionality. “Kia has got a strong direction, so why should we change?” he said. But Hyundai “will change”.

Hyundai’s ‘fluidic sculpture’ design language “will evolve more”, he said. “But it only deals with the car’s surface, not its proportions. Other things define the car as well, like window graphics.”

“We’ll pick out the good things and make a stronger family feel. Like Kia, we’ll create a typical design, and it will look like it everywhere in the world. It’s a complex product range but we have to make a hierarchy.”

Among those good things are “quality, our kind of style and a front face design that’s been there all along. Hyundai had a hexagonal grille a while ago. We’ll find another twist to the grille to make it unique”.

Source: [AutoExpress]

Written by Jose Antonio López

Passionated about Korean cars from Hyundai, Kia & Genesis. Photographer. I love being in nature, hiking. Tech lover.

14 Comments

  1. Jim

    I don’t like this. Why does every single car have to look exactly the same to fit under a brand name? BMW does this and it annoys me, because what you really have (ex 3 series to 5 series) is a difference in length. (I know other features etc, but talking strictly looks). “Hyundai Will Change”? Does that mean he’ll push them upscale, or make them the sub brand?

    Reply
  2. Jim

    I don’t like this. Why does every single car have to look exactly the same to fit under a brand name? BMW does this and it annoys me, because what you really have (ex 3 series to 5 series) is a difference in length. (I know other features etc, but talking strictly looks). “Hyundai Will Change”? Does that mean he’ll push them upscale, or make them the sub brand?

    Reply
  3. foxter

    Thomas Burkle, he is behind Hyundai’s design success. Now Shreyer – i don’t like any of his car – wants to change it. He shoul go and take some lessons from Mr Burkle. And please, who is “the boss” Kia? I have always thought that Hyundai, so if something should change, for sure not “the boss”, not mentioning that Hyundai’s language is 10 time better.

    Reply
  4. foxter

    Thomas Burkle, he is behind Hyundai’s design success. Now Shreyer – i don’t like any of his car – wants to change it. He shoul go and take some lessons from Mr Burkle. And please, who is “the boss” Kia? I have always thought that Hyundai, so if something should change, for sure not “the boss”, not mentioning that Hyundai’s language is 10 time better.

    Reply
  5. Andrew

    He’s done a phenomenal job turning around Kia’s design direction, but seems to come across as over confident and arrogant in regards to his abilities. Last time I checked, Hyundai continues to sell better than it’s Kia counterparts in numerous categories. I guess Kia might be the one needing change.

    Reply
  6. Andrew

    He’s done a phenomenal job turning around Kia’s design direction, but seems to come across as over confident and arrogant in regards to his abilities. Last time I checked, Hyundai continues to sell better than it’s Kia counterparts in numerous categories. I guess Kia might be the one needing change.

    Reply
  7. foxter

    Andrew – 100% agree.

    Reply
  8. foxter

    Andrew – 100% agree.

    Reply
  9. BR

    The sales growth at Kia since Peter Schreyer took over has been much greater than that of Hyundai brand in both percentage and raw units. Kia has closed the gap. When Peter Schreyer arrived Hyundai sold twice the number that Kia sold in the US. Now Kia is only about 20% off Hyundai’s sales pace. This is why he is now over both companies design. Family resemblance may not impress you but it builds brand awareness and recall that is so important in getting on more shopping list.

    Reply
    • foxter

      I will not argue with numbers,facts are facts:) In my opinion however there are other reasons why Kia has closed tha gap, like lower prize etc. To me Shreyer’s car are ugly and faceless. But than again it’s only my opinion.

      But than again once again:) – ss You said Kia is selling less cars comparing to Hyundai. Facts are facts:)
      And to sum up. we are talking about design but the most important is reliability, don’t You think?

      Reply
  10. BR

    The sales growth at Kia since Peter Schreyer took over has been much greater than that of Hyundai brand in both percentage and raw units. Kia has closed the gap. When Peter Schreyer arrived Hyundai sold twice the number that Kia sold in the US. Now Kia is only about 20% off Hyundai’s sales pace. This is why he is now over both companies design. Family resemblance may not impress you but it builds brand awareness and recall that is so important in getting on more shopping list.

    Reply
    • foxter

      I will not argue with numbers,facts are facts:) In my opinion however there are other reasons why Kia has closed tha gap, like lower prize etc. To me Shreyer’s car are ugly and faceless. But than again it’s only my opinion.

      But than again once again:) – ss You said Kia is selling less cars comparing to Hyundai. Facts are facts:)
      And to sum up. we are talking about design but the most important is reliability, don’t You think?

      Reply
  11. thekcb

    Maybe we see Schreyer first work for Hyundai on the 2015 Sonata LF

    Reply
  12. thekcb

    Maybe we see Schreyer first work for Hyundai on the 2015 Sonata LF

    Reply

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