Kia 2006 Annual Report Download - page 22

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OUR DESIGN DNA WILL
STRENGTHEN BRAND
COMPETITIVENESS.
022
KIA MOTORS 2006 Annual Report
Peter Schreyer’s design philosophy
As a designer, I’m always looking to work in a fresh environment.
And as a young company with a new and exciting brand, Kia
Motors certainly provides that. One can really feel the spirit here as
well as sense that there’s huge potential to shape the brand into
the future. This is an exhilarating challenge but, at the same time,
the freshness and the exciting nature of the brand has helped me
visualize where I can take the company from a design perspective.
Being a European, I bring my own distinct handwriting to Kia. But in
the end, our designers and I are all influenced by everything we see in
our daily lives and this enhances the entire design process, bringing
in many different angles and points of view. What’s important is that
Kia maximizes this local knowledge and strives in the future to
incorporate these influences into a global design standard.
But at the same time, the design of Kia cars will never lose its uniquely
Korean feel. As designers, ideas permeate through us and are
reflected through our work - we are like sponges. Korea has its own
unique culture and for us, being designers, it is impossible not to be
influenced by the “K-factor.”
As a young-at-heart company, we are designing cars with a sporty
and youthful feel. It is also very important to create emotional niche
products, which will help build an interesting and desirable brand
amongst small but influential groups of people. In this way, Kia’s
design can help carve out cooler and more desirable credentials.
From an overall design perspective, we want to work on a continuous
design language - a “face” and a family feel - that will be reflected
through all our products. People will soon subconsciously recognize a
Kia car - no matter which model or in whichever market.