Peter Schreyer
Encyclopedia
Peter Schreyer is an automobile designer
, widely known for his design contributions to the Audi TT
and as the Chief Design Officer at Kia Motors
(2006).
In 2006 Car Design News
called the Audi TT one of "the most influential automotive design in recent time."
, Bavaria
, West Germany
and began studying in 1975 at the Munich University of Applied Sciences
(Fachhochschule München - Industrie Design). He worked with Audi
first as a student in 1978, graduating in 1979 with his Industrial Design degree. Subsequently, Schreyer won the Audi Scholarship to study at the Royal College of Art
, London from 1979-1980 as a transportation design student.
In 1980, Schreyer began working with Audi in exterior, interior and conceptual design, moving to the company's California design studio in 1991. He returned to the Audi Design Concept Studio in 1992 and moved to Volkswagen's exterior design department in 1993. In 2006, Kia hired Schreyer as Chief Design Officer.
Schreyer is known for wearing all black clothing, black eyeglasses designed by Philippe Starck
and for his "competitive, inventive and analytic" nature.
Schreyer indicated in a 2007 interview that Kia had a "neutral image" prior to his arrival.
The Kee concept vehicle, shown at the 2007 Frankfurt Motor Show, introduced a new corporate grille to create a recognizable 'face' for the brand. Known as the Tiger Nose, Shreyer indicated he wanted “a powerful visual signal, a seal, an identifier. The front of a car needs this recognition, this expression. A car needs a face and I think the new Kia face is strong and distinctive. Visibility is vital and that face should immediately allow you to identify a Kia even from a distance.” Commenting on the new signature grille in 2009, Schreyer said "Tigers are powerful, yet kind of friendly." The nose is "three-dimensional - like a face, not just a surface with a mouth drawn on it. From now on, we'll have it on all our cars".
.
In 2007, Schreyer received an honorary doctorate from the Royal College of Art in London, following Sergio Pininfarina
and Giorgetto Giugiaro
as only the third automotive designer to receive the honor.
In 1995 Schreyer founded and juried the "Internationaler Audi design Förderpreis."
, 1998
Audi A6
, 1998
Audi A3
, 1996
Volkswagen New Beetle
, 1998
Volkswagen Golf, IV, 1998
Volkswagen Concept R
, 2004
Volkswagen Eos
2006
Kia Borrego, 2009
Kia Venga
, 2009 (& Kia No. 3 Concept)
Kia Forte
, 2010
Kia Sorento
, 2010
Kia Sportage
, 2010
Kia Cadenza
, 2011
Kia Optima
, 2011
Kia Picanto
/Morning, 2011
Kia Rio
, 2011
Automotive design
Automotive design is the profession involved in the development of the appearance, and to some extent the ergonomics, of motor vehicles or more specifically road vehicles. This most commonly refers to automobiles but also refers to motorcycles, trucks, buses, coaches, and vans...
, widely known for his design contributions to the Audi TT
Audi TT
The Audi TT is a two-door sports car manufactured by the German automaker and Volkswagen Group subsidiary Audi since 1998.The Audi TT has been produced in two generations. Both generations have been available in two car body styles; as a 2+2 Coupé, or two-seater Roadster...
and as the Chief Design Officer at Kia Motors
Kia Motors
Kia Motors , headquartered in Seoul, is South Korea's second-largest automobile manufacturer, following the Hyundai Motor Company, with sales of over 1.4 million vehicles in 2010...
(2006).
In 2006 Car Design News
Car Design News
Car Design News is the leading online news, picture and information service for the international automotive design community. It regularly publishes: information on new production and concept cars; design reviews and design development features; interviews with senior designers; coverage of the...
called the Audi TT one of "the most influential automotive design in recent time."
Life and early career
Schreyer was born in 1953 in Bad ReichenhallBad Reichenhall
Bad Reichenhall is a spa town, and administrative center of the Berchtesgadener Land district in Upper Bavaria, Germany. It is located near Salzburg in a basin encircled by the Chiemgauer Alps ....
, Bavaria
Bavaria
Bavaria, formally the Free State of Bavaria is a state of Germany, located in the southeast of Germany. With an area of , it is the largest state by area, forming almost 20% of the total land area of Germany...
, West Germany
West Germany
West Germany is the common English, but not official, name for the Federal Republic of Germany or FRG in the period between its creation in May 1949 to German reunification on 3 October 1990....
and began studying in 1975 at the Munich University of Applied Sciences
Munich University of Applied Sciences
The Munich University of Applied Sciences, was founded in 1971 and is the largest University of Applied Sciences in Bavaria with about 14,000 students.-Organisation:...
(Fachhochschule München - Industrie Design). He worked with Audi
Audi
Audi AG is a German automobile manufacturer, from supermini to crossover SUVs in various body styles and price ranges that are marketed under the Audi brand , positioned as the premium brand within the Volkswagen Group....
first as a student in 1978, graduating in 1979 with his Industrial Design degree. Subsequently, Schreyer won the Audi Scholarship to study at the Royal College of Art
Royal College of Art
The Royal College of Art is an art school located in London, United Kingdom. It is the world’s only wholly postgraduate university of art and design, offering the degrees of Master of Arts , Master of Philosophy and Doctor of Philosophy...
, London from 1979-1980 as a transportation design student.
In 1980, Schreyer began working with Audi in exterior, interior and conceptual design, moving to the company's California design studio in 1991. He returned to the Audi Design Concept Studio in 1992 and moved to Volkswagen's exterior design department in 1993. In 2006, Kia hired Schreyer as Chief Design Officer.
Schreyer is known for wearing all black clothing, black eyeglasses designed by Philippe Starck
Philippe Starck
Philippe Patrick Starck is a French product designer and probably the best known designer in the New Design style...
and for his "competitive, inventive and analytic" nature.
Kia and the Tiger Nose
Beginning in 2005, Kia focused on the European market, identifying design as its core future growth engine — leading to the 2006 hiring of Schreyer as Chief Design Officer. Schreyer has been central to a complete restyling of Kia's lineup, overseeing design activities at Kia's design centers in Frankfurt, Los Angeles, Tokyo and the Namyang Design Center in Korea.Schreyer indicated in a 2007 interview that Kia had a "neutral image" prior to his arrival.
The Kee concept vehicle, shown at the 2007 Frankfurt Motor Show, introduced a new corporate grille to create a recognizable 'face' for the brand. Known as the Tiger Nose, Shreyer indicated he wanted “a powerful visual signal, a seal, an identifier. The front of a car needs this recognition, this expression. A car needs a face and I think the new Kia face is strong and distinctive. Visibility is vital and that face should immediately allow you to identify a Kia even from a distance.” Commenting on the new signature grille in 2009, Schreyer said "Tigers are powerful, yet kind of friendly." The nose is "three-dimensional - like a face, not just a surface with a mouth drawn on it. From now on, we'll have it on all our cars".
-
- See: Kia No.3 concept with Tiger Nose
- See: 2011 Kia Cadenza with Tiger Nose
- See: 2010 UK Sedona with Tiger Nose
Awards
In 2003, Schreyer won the Design Award of the Federal Republic of GermanyGerman Design Award
The Design Award of the Federal Republic of Germany is the nation's official design award and is presented by the German Ministry for Economics and Technology. The award was given for the first time under the name 'Federal Award for Good Design' in 1969 and thereafter every two years. Moreover,...
.
In 2007, Schreyer received an honorary doctorate from the Royal College of Art in London, following Sergio Pininfarina
Sergio Pininfarina
Sergio Pininfarina is an Italian automobile designer, like his father Battista Farina. After joining his father at Carrozzeria Pininfarina, he quickly became integral to the company, and during his career oversaw many of the designs for which the company is famous...
and Giorgetto Giugiaro
Giorgetto Giugiaro
Giorgetto Giugiaro is an Italian automobile designer responsible equally for a stable of supercars and several of the most popular everyday vehicles driven today...
as only the third automotive designer to receive the honor.
In 1995 Schreyer founded and juried the "Internationaler Audi design Förderpreis."
Design work
Audi TTAudi TT
The Audi TT is a two-door sports car manufactured by the German automaker and Volkswagen Group subsidiary Audi since 1998.The Audi TT has been produced in two generations. Both generations have been available in two car body styles; as a 2+2 Coupé, or two-seater Roadster...
, 1998
Audi A6
Audi A6
The Audi A6 is an executive car marketed by the German automaker Audi AG, now in its fourth generation. As the successor to the Audi 100, the A6 is manufactured in Neckarsulm, Germany – and is available in saloon, and wagon configurations, the latter marketed by Audi as the Avant.All generations...
, 1998
Audi A3
Audi A3
The Audi A3 is a small family car produced by the German automaker Audi since 1996. Two generations of A3 exist, both based on the Volkswagen Group A platform, which they share with several other models such as the Audi TT, Volkswagen Golf, Volkswagen Caddy and Volkswagen Touran as well as SEAT...
, 1996
Volkswagen New Beetle
Volkswagen New Beetle
-Specifications:*Dimension:**Length: **Width: **Height: **Wheelbase: **Curb weight: *Max speed: 177–210 km/h *Acceleration : 6.5-13.2 sec-Body styles:-Engine choices:-Safety:...
, 1998
Volkswagen Golf, IV, 1998
Volkswagen Concept R
Volkswagen Concept R
The Volkswagen Concept R is a concept car developed by the German automaker Volkswagen and officially unveiled at the 2003 Frankfurt Auto Show. It is a study of a sporty two-seat roadster with mid-engine and rear wheel drive....
, 2004
Volkswagen Eos
Volkswagen Eos
The Volkswagen Eos is a four-seat retractable hardtop coupe convertible, introduced in 2006 as the successor to the Volkswagen Golf Cabriolet. The Eos is Volkswagen's first production coupe since the last Corrado in 1995....
2006
Kia Borrego, 2009
Kia Venga
Kia Venga
The Kia Venga is a mini MPV produced by the South Korean automakers Kia Motors and Hyundai Motors, having debuted at the 2009 Frankfurt Auto Show. The Venga is built on the same platform as the Hyundai i20, Hyundai ix20, and Kia Soul....
, 2009 (& Kia No. 3 Concept)
Kia Forte
Kia Forte
The Kia Forte is a compact car manufactured by Kia Motors since mid-2008 to replace the Cerato, available in two-door coupe, four-door sedan, five-door hatchback variants...
, 2010
Kia Sorento
Kia Sorento
The Kia Sorento is a mid-size crossover SUV produced since 2002 by the South Korean automaker Kia Motors.- First generation :...
, 2010
Kia Sportage
Kia Sportage
The Kia Sportage is a compact crossover SUV built by the Korean automaker Kia Motors since July 1993.- First generation :...
, 2010
Kia Cadenza
Kia Cadenza
The Kia Cadenza, or Kia K7 in South Korea, is Kia's new full-size car to replace the Kia Opirus/Amanti. It is considered to be Kia's flagship vehicle....
, 2011
Kia Optima
Kia Optima
The Kia Optima is a mid-size four-door sedan manufactured by Kia Motors since 2000 and marketed globally through various nameplates. First generation cars were mostly marketed as the Optima, although the Kia Magentis name was used in Europe and Canada when sales began there in 2002...
, 2011
Kia Picanto
Kia Picanto
The Kia Picanto, known as the Kia Morning in South Korea and Chile, Kia EuroStar in Taiwan, Kia New Morning in Vietnam and the Naza Suria or Naza Picanto in Malaysia, is a low cost city car produced by Kia Motors....
/Morning, 2011
Kia Rio
Kia Rio
The Kia Rio is a series of subcompact automobiles produced by Kia Motors since August 2000. Two generations have been produced, both in five-door hatchback and four-door sedan body styles, all equipped with inline-four gasoline and diesel engines, and front-wheel drive...
, 2011