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Q&A: Peter Schreyer's Design Plans for Kia

The Korean carmaker's new chief designer discusses developing the brand through design, especially given its European expansion drive

Kia scored big in July when it hired German design star Peter Schreyer from Volkswagen. During his eight years at Audi from 1994 to 2002, Schreyer shaped the look of the iconic TT roadster and the classic Bauhaus-inspired 1997 Audi A6 sedan, both of which helped turn Audi into an exemplar of great auto design.

In 2002, Schreyer moved over to Volkswagen, where he designed the hot Concept R roadster. But insiders say the talented German, who studied design at the Royal College of Art in London, fell out with VW Chief Designer Murat Gunak.