Reinventions: How Kia Got Its 'Tiger Nose'
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