TMR Team | Jul 12, 2013

It's no secret that a good deal of Kia's success in recent years can be attributed to the sharp styling cues introduced by design boss Peter Schreyer.

Poached from the Volkswagen Group where he worked on a number of important VW and Audi models - including the first-generation TT coupe - Schreyer quickly set about transforming Kia's image.

Now, Russian carmaker AvtoVAZ is reportedly looking to Kia's design-led revolution as inspiration in making the Lada brand a serious player in its homeland - and abroad.

Speaking with industry paper Automotive News Europe, AvtoVAZ design boss Steve Mattin touched on Schreyer's work, and his own past as Volvo's chief design from 2005 to 2009, in turning Lada's image around.

"There will be an intensive modernization with the introduction of a completely new design language and DNA that will change the image of the brand," Mattin told the paper.

Mattin, a British designer born in 1964, got his start with Mercedes-Benz in 1987, where he worked in various capacities on the S- and M-Class models, along with the SL, SLK, and even the SLR McLaren.

The Briton has been responsible for design at AvtoVAZ and Lada since 2011, and the XRAY concept - unveiled at the Moscow Motor Show in 2012 - is the first tangible sign of his vision for the Russian brand.

Mattin added thatt he X-Ray's styling is targeted at Russian buyers, but he believes Lada's new image will draw interest in European and even global markets.

It could be a while before buyers see models like the X-Ray on the road however, with a Russian debut not expected until late 2015 or early in 2016.

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