Kia Design Boss Promoted To President

Former Audi designer Peter Schreyer has become the first foreigner to ascend to the rank of President with Korean carmaker Kia.

Promoted from Executive Vice President, Schreyer will be one of three presidents at Kia while retaining his position as Chief Design Officer.

Defecting from the Volkswagen group to Kia in 2006, Schreyer is credited with spearheading a design-led development program that blossomed with the Optima sedan and the new Rio light car.

Schreyer's team has revitalised the Kia line-up with the new Sportage SUV and, internationally, the Cadenza and Quoris sedans, Venga light car, Picanto city car, the electric Ray hatch and the all-new Cee'd small car.

In 2013, Kia will add a brand-new Cerato sedan, hatch and coupe, along with a long-awaited replacement for the small Rondo MPV.

The enigmatic designer has also led a raft of concept projects, including the fast Kee, GT and Track'ster machines, the KV7 people mover (a possible Grand Carnival replacement), and the green Naimo and Ray concepts.

Describing Kia's earlier style as "neutral", Schreyer told Reuters in March that his goal was to give the brand a recognisable image.

"I thought I wanted to give Kia a character and a family feel... If you come to a country and you see a Kia, you should recognize it immediately, like you recognize a BMW or Mercedes immediately," he said.