Peter Schreyer

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The best-selling vehicle that Schreyer was responsible for design: VW Golf IV (1997)

Peter Schreyer (* 1953 in Bad Reichenhall ) is a multiple award-winning German designer in the automotive industry and artist.

Working for the Volkswagen Group from 1979 onwards , Schreyer moved to a management position in the design department of Kia Motors in 2006 . In 2013 he was promoted to one of the company presidents of the South Korean automobile manufacturer, shortly afterwards he also took over the management of the design offices of the parent company Hyundai Motor Company . Since then, Schreyer has been responsible for the entire Hyundai Kia Automotive Group .

biography

Concept study Audi quattro spyder from 1991

Schreyer studied industrial design at the Munich University of Applied Sciences . During his studies he worked as a student trainee at Audi in Ingolstadt from 1978 . In 1979, because of his talent, these awarded him a scholarship to study design at the renowned Royal College of Art in London . As an employee of the Audi Volkswagen Advanced Design Center in Simi Valley , California , Schreyer designed the Audi quattro spyder and the interior of the Audi 100 C4 together with Erwin Himmel in 1991, and later Schreyer was responsible for the design of the New Beetle and the VW Golf IV .

The award-winning Audi A2 , which was produced from 1999

Between 1994 and 2002 Schreyer was head of Audi Design . With his team, he developed new design strategies that enabled Audi to become one of the world's most respected automotive brands in terms of design and functionality. Thus, under Schreyer's direction, the Audi TT was created in 1994 and the Audi A2 in 1999, the first large-scale production vehicle with an aluminum body, for which he and his colleague Gerd Pfefferle received the Federal Republic of Germany's design award in 2002 . In August 1999, Schreyer accepted the “Radius” traveling trophy on behalf of the Audi design team, which is presented to the best design team of the year as part of the Red Dot Award: Product Design . The reason stated that with the image change through design-oriented strategies, Audi had contributed to developing into a sought-after automobile brand with its own clearly identifiable design language.

In 2002, Schreyer was replaced by Gerd Pfefferle, who had previously worked for VW, as Head of Design at Audi AG and then left Walter Maria de'Silva in his position as chief designer of the Audi brand group. Schreyer, in turn, switched to Volkswagen Design , where he was head of the VW Group until the former Mercedes designer Murat Günak took over the position in 2006 . Among other things, Schreyer designed a circular digital camera for the Minox company at this time .

On September 1, 2006, Schreyer, initially accompanied by malice and ridicule, joined the design department at the invitation of the South Korean car manufacturer Kia Motors . Schreyer initially headed the three regional design offices in Frankfurt am Main , Tokyo and Irvine, California, and also the main center in Namyang, South Korea . Schreyer was supposed to give the automobile brand a uniform and unmistakable design language, the Kia group assured him great creative freedom for this.

The Kia Kee at the IAA 2007 with the tiger nose

At the IAA 2007 , the Kia Kee sports coupé was presented as the first Kia vehicle study that bears Schreyer's signature. It was here also the first vehicle that the "Tiger Nose" ( tiger nose ) - led as a new sign of recognition of the brand - a radiator grille with double trapeze structure. A year later, under Schreyer's direction, the series car Kia Soul followed , until 2013 all existing Kias model series were revised under Schreyer's direction, and further new models such as Kia Cadenza , Kia Optima and Kia Venga were introduced.

At the beginning of 2013, Schreyer was the first non-Korean to be promoted to one of the three company presidents of the family company Kia. In mid-January of the same year, he was given responsibility for the design offices of the entire Hyundai Kia Automotive Group .

In his spare time, Schreyer works as a painter and artist. In 2009 and 2011 he took part in the Gwangju Design Biennale . In 2012 a selection of his works was exhibited under the title “Inside Out” at the Gallery Hyundai in Seoul , South Korea .

Schreyer still has his residence in Ingolstadt .

Reception and meaning

“Cult car” in the retro design for which Schreyer was responsible: New Beetle

Schreyer is one of the most recognized designers in the automotive industry. In 2013, Die Welt wrote about Schreyer that he was "the best and greatest car designer of the present".

In 2007 Schreyer received an honorary doctorate from the Royal College of Art . After Sergio Pininfarina and Giorgetto Giugiaro, he is the third designer in the automotive sector to receive this honor.

Schreyer is credited with a significant share in the successful corporate development of Kia and Hyundai. Since Schreyer took office until 2013, Kia models have received the Red Dot Design Award ten times .

The former VW supervisory board boss Ferdinand Piëch named Schreyer's departure as a mistake in an interview: “We shouldn't have let him go”.

Awards

Web links

Individual evidence

  1. ↑ a b c d donaukurier.de: "Creative boss Peter Schreyer:" Working on cars that fit our time "", April 5, 2009
  2. ↑ a b c red-dot.org: "Peter Schreyer the first non-Koreans to be appointed President of the Kia Motors Corporation", accessed on January 2, 2014
  3. ↑ a b c d autobild.de: "The man with the tiger nose", November 19, 2013
  4. ↑ a b peterschreyer.com: "Bio", accessed on January 2, 2014 ( Memento from January 5, 2014 in the Internet Archive )
  5. ↑ a b Munich Creative Business Week: "Peter Schreyer", 2012 ( Memento from January 2, 2014 in the Internet Archive )
  6. ↑ a b carbodydesign: "Peter Schreyer to be honored by the Royal College of Art", June 24, 2007
  7. ↑ carbodydesign: "Peter Schreyer is new Kia design director" July 26, 2006
  8. ↑ spiegel.de: "Audi A2: Too much head start", April 9, 2008
  9. ↑ presseportal.de: "Audi A2 receives German" Design-Oskar "", August 30, 2002
  10. ↑ Auto Motor und Sport: “A new design language for Kia”, May 20, 2010
  11. ↑ manager magazin online: “Emotions from Chrome and Steel”, March 27, 2004
  12. ↑ a b sueddeutsche.de: "Peter Schreyer: A Bavarian in Heaven", third part of the series "Car Heads", June 13, 2008 ( Memento from February 16, 2009 in the Internet Archive )
  13. ↑ aztonline.de: "Head of Design Schreyer changes from VW to Kia", August 1, 2006 ( Memento from May 21, 2009 in the Internet Archive )
  14. ^ Autobild: "New chief designer at Kia - Peter Schreyer for Korea", August 2, 2006
  15. ↑ caradvice.com.au: "We interview Peter Schreyer Head of Design at Kia" 12 March, 2010
  16. ↑ Interview with Kia chief designer Peter Schreyer: "First the exhaust pipes were hidden" , Frankfurter Rundschau, May 18, 2012
  17. ↑ kia.com: "Interview with Peter Schreyer, Chief Design Officer", March 2, 2010
  18. ^ The New York Timer, "Ex-Copycats Find Their Own Styles," April 9, 2010
  19. ↑ auto.de: "Peter Schreyer is now responsible for Hyundai and Kia design", January 15, 2013
  20. ↑ a b Auto Motor und Sport: "Peter Schreyer becomes Kia President", January 2, 2013 ( Memento from October 23, 2013 in the Internet Archive )
  21. ↑ Die Welt: “Why the world's best car designer left VW”, November 16, 2013
  22. ↑ kfz.net: "Peter Schreyer becomes honorary doctor", June 27, 2007 ( Memento from January 6, 2016 in the Internet Archive )
  23. ↑ design diary: “Interview with Peter Schreyer, chief designer at Kia / Hyundai”, September 16, 2013
  24. ↑ a b axelspringer.de: "THE GOLDEN EHREN STEERING WHEEL 2013: Honor for Peter Schreyer", November 8, 2013
  25. ↑ KIARO 02/2013: "Gold for Peter Schreyer", p. 10
  26. ↑ Handelsblatt: "I design cars for the whole world", February 27, 2013
  27. ^ Automobilemag.com: "2012 Man of the Year: Peter Schreyer", November 4, 2011
personal data
SURNAME Schreyer, Peter
BRIEF DESCRIPTION German car designer
DATE OF BIRTH 1953
PLACE OF BIRTH Bad Reichenhall , Germany