Reinventions: How Kia Got Its 'Tiger Nose'

Kia’s design chief on the evolution of the carmaker’s grille

When Peter Schreyer was appointed chief design officer at Kia Motors in 2006, one of his first challenges was creating a recognizable look for what had been a nondescript marque. The German-born designer aspired to something as iconic as the BMW grille, which has been around for 100 years. Here he describes how the Kia Tiger Nose came to be. — As told to Rose Kim