{{Short description|German automobile designer (born 1953)}} {{Infobox engineer | name = Peter Schreyer | image = Peter Schreyer 2011-05-30 003.jpg | birth_date = {{birth year and age|1953}} | birth_place = [[Bad Reichenhall]], Bavaria, West Germany | death_date = | death_place = | practice_name = | significant_buildings = | significant_projects = Projects for [[Volkswagen Group]] (including [[Audi]]) and [[Hyundai Motor Group]] (including [[Kia]]) | significant_design = [[Audi TT]]<br>[[Kia Kee]]<br>[[Kia Soul]] | education = [[Munich University of Applied Sciences]]<br>[[Royal College of Art]] }}
'''Peter Schreyer''' (born 1953) is a German [[automotive design|automobile designer]] widely known for his design contributions to the [[Audi TT]].<ref>{{cite news|url= https://www.bbc.co.uk/news/business-21003663 |work=BBC News | title=Hyundai and Kia appoint Schreyer to group design role |date=13 January 2013 |accessdate=18 February 2015}}<br>- {{cite web|title=Designer of New Beetle and Audi TT to Spearhead KIA Global Design |website=The Auto Channel |date=31 July 2006 |url= http://www.theautochannel.com/news/2006/08/01/016605.html |accessdate=18 February 2015}}<br>- {{cite news|title=Chicago Auto Show: Kia Ray Plug-In Hybrid Concept |newspaper=The New York Times |first=Stephen |last=Williams |quote=Peter Schreyer, who heads the design operation at Kia, previously worked for more than eight years at Audi, where he was instrumental in designing the A6 and the TT. |url= http://wheels.blogs.nytimes.com/2010/02/11/chicago-auto-show-kia-ray-plug-in-hybrid-concept/ |date=11 February 2010 |accessdate=18 February 2015}}</ref><ref name="ams">{{cite web|title=Porträt Peter Schreyer: Kia-Chefdesigner ind Künstler |website=Auto, Motor und Sport |date=9 May 2009 |quote=Zu den wichtigsten Entwürfen, die in seiner Zeit als Audi-Designchef entstanden, zählt er den Audi TT und den A2. |url= http://www.auto-motor-und-sport.de/news/portaet-peter-schreyer-kia-chefdesigner-und-kuenstler-1250367.html |language=de|archiveurl=https://web.archive.org/web/20090511050558/http://www.auto-motor-und-sport.de/news/portaet-peter-schreyer-kia-chefdesigner-und-kuenstler-1250367.html|archivedate=11 May 2009 |accessdate=1 September 2022}}</ref> He was the chief design officer at [[Kia Motors]] from 2006–2018<ref name="cbd1">{{cite web|title=Peter Schreyer is new Kia Design Director |website=Car Body Design |date=26 July 2006 |url= http://www.carbodydesign.com/archive/2006/07/26-peter-schreyer-kia-design/ |accessdate=18 February 2015}}</ref> and, on 28 December 2012, he was named one of three presidents of the company.<ref>{{cite web|url= http://www.autoweek.com/article/20121228/carnews/121229919 |archive-url= https://web.archive.org/web/20121231074342/http://www.autoweek.com/article/20121228/CARNEWS/121229919 |url-status= dead |archive-date= December 31, 2012 |title=Kia promotes design chief Schreyer |website=Autoweek |date=27 December 2012 |accessdate=18 February 2015}}</ref>
Schreyer is known for wearing all-black clothing, black eyeglasses designed by [[Philippe Starck]], and for his "competitive, inventive and analytic" nature.<ref>{{cite news |last=Patton |first=Phil |date=24 October 2007 |title=You're Hired. Now Turn Humdrum Into Must-Have |url=https://www.nytimes.com/2007/10/24/automobiles/autospecial/24design.html |url-access=subscription |accessdate=18 February 2015 |newspaper=The New York Times}}</ref>
==Education and early career== Schreyer was born in 1953 in [[Bad Reichenhall]], Bavaria, West Germany, and he 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, he won the Audi Scholarship to study at the [[Royal College of Art]] in London from 1979 to 1980 as a transportation design student.<ref name="cbd1"/>
== Audi and Volkswagen Group == In 1980, Schreyer began working with Audi in exterior, interior and conceptual design. In 1991, he moved to the company's design studio in [[California]].<ref name="cbd1" /> He returned to the Audi Design Concept Studio in 1992 and, the following year, moved to [[Volkswagen]]'s exterior design department.
As head of design and working in collaboration with designer Freeman Thomas and the Audi design team, Schreyer created the Audi TT. Initially released as a concept study at the [[International Motor Show Germany]] (IAA) in Frankfurt in 1995, the car entered series production and was released to the market in 1998. In 1999 it was voted best new car of the year by [[Auto Europe]]. In 2006, ''[[Car Design News]]'' called the Audi TT one of ''"the most influential automotive designs in recent time"''.<ref name="cdn1" /><ref>{{Cite web |last=Custard |first=Ben |date=22 Sep 2016 |title=Eight of Peter Schreyer's greatest hits |url=https://www.topgear.com/car-news/concept/eight-peter-schreyers-greatest-hits |website=BBC Top Gear}}</ref><ref>{{Cite web |date=May 4, 2023 |title=A timeless design icon: The Audi TT turns 25 |url=https://media.audiusa.com/releases/569 |access-date=2025-06-19 |website=Audi Newsroom}}</ref>
==Kia and Hyundai Motor Group== {{quote box | width = 232px | quote = "I try to look at architecture and art and music, things like this. I like things that are not average, and people who follow their own vision." | source = ''Peter Schreyer, discussing his design influences in 2009''<ref name="green"/> }}
Beginning in 2005, [[Kia]] focused on the European market, identifying ''design'' as central to their growth strategy — leading to the 2006 hiring of Schreyer as [[chief design officer]].<ref>{{cite web|url= http://www.kia.co.nz/PlanetKia/ChiefDesignOfficerPeterSchreyer.aspx |title=Chief Design Officer Peter Schreyer |publisher=Kia Motors New Zealand |date=2010 |archiveurl= https://web.archive.org/web/20100524075419/http://www.kia.co.nz/PlanetKia/ChiefDesignOfficerPeterSchreyer.aspx |archivedate=24 May 2010 |accessdate=24 March 2018}}</ref> Schreyer oversaw design activities at Kia's design centers in Frankfurt, Irvine, Tokyo and the [[Kia Design and Manufacturing Facilities#Namyang Design Center|Namyang Design Center]] in Korea,<ref name="cdn1">{{cite web |title=Who's Where: Peter Schreyer to head Kia Design |website=Car Design News |date=31 July 2006 |url= http://www.cardesignnews.com/site/designers/whos_where/display/store4/item45209/ |archiveurl= https://web.archive.org/web/20060820145340/http://www.cardesignnews.com/site/designers/whos_where/display/store4/item45209/ |archivedate=20 August 2006 |accessdate=24 March 2018}}</ref> and was central to a complete restyling of Kia's range and market positioning.<ref>{{cite web|title=Kia Motors' Cheap Chic |website=Business Week |first=Moon |last=Ihlwan |date=21 May 2009 |url= http://www.businessweek.com/magazine/content/09_22/b4133058607966.htm |archive-url= https://web.archive.org/web/20090527085628/http://www.businessweek.com/magazine/content/09_22/b4133058607966.htm |url-status= dead |archive-date= May 27, 2009 |accessdate=18 February 2015}}</ref>
Schreyer indicated in a 2010 interview that Kia had a "neutral image" - indistinguishable whether it was Korean or Japanese - and said that "it's very important that you are able to recognise a Kia at first sight".<ref>{{cite web |title=We Interview Peter Schreyer Head of Design at Kia |website=Design|date=12 March 2010 |first=Paul |last=Maric |url= http://www.caradvice.com.au/60510/interview-with-head-of-design-at-kia-peter-schreyer/ |accessdate=24 March 2018}}</ref>
The [[Kia Kee|''Kee'' concept vehicle]], shown at the 2007 Frankfurt Motor Show, introduced a new corporate grille<ref name="Kpress2">{{cite press release|title= Interview with Peter Schreyer, Chief Design Officer |publisher=Kia |date=2 March 2010 |url= http://www.kia-press.com/presskits/motorshows/geneva%202010/interview%20with%20peter%20schreyer.aspx |archiveurl= https://web.archive.org/web/20100801052810/http://www.kia-press.com/presskits/motorshows/geneva%202010/interview%20with%20peter%20schreyer.aspx |archivedate=1 August 2010 |accessdate=24 March 2018}}</ref> to create a recognizable 'face' for the brand. Known as the ''Tiger Nose'',<ref>{{cite news |title=Ex-Copycats Find Their Own Styles |newspaper=The New York Times |first=Phil |last=Patton |quote=One of Mr. Schreyer’s first moves was to establish a distinct Kia face. The 'tabbed' grille first appeared on the Kee concept car in 2007. The feature was called the Tiger grille, but Mr. Schreyer has backed away from the nickname — not because of any association with the golfer, but because 'tiger' suggests outdated notions about Asian economies. Mr. Kearns calls it the 'Kia signature grille'. |url= https://www.nytimes.com/2010/04/11/automobiles/11KOREA.html?ref=automobiles |date=9 April 2010 |accessdate=18 February 2015|url-access=subscription}}</ref> Schreyer 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".<ref name="Kpress2"/> 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".<ref>{{cite news|title=Kia on the straight and narrow for design of new sedan |work=New Zealand Herald |first=Alastair |last=Sloane |date=25 April 2009 |url= http://www.nzherald.co.nz/automotive-industry/news/article.cfm?c_id=500847&objectid=10568475 |accessdate=18 February 2015}}</ref>
In November 2018 Schreyer was replaced by [[Luc Donckerwolke]] as the chief design officer at Hyundai-Kia; Schreyer's title was updated to "President and head of design management for Hyundai Motor Group", responsible for the group's long-term design vision.<ref>{{Cite web|url=https://www.formtrends.com/luc-donckerwolke-replaces-peter-schreyer-head-hyundai-kia-design/|title = Luc Donckerwolke Replaces Peter Schreyer as Head of Hyundai/Kia Design|date = 29 October 2018}}</ref>
He retired from his full-time role at the company at the end of 2023, but continues to support the organization's partnerships with educational institutions such as the [[Royal College of Art]] and initiatives such as the Hyundai-Kia Student Awards.<ref>{{Cite web |title=Hyundai Motor Group Design Leaders Honored with Automotive News Centennial Awards |url=https://www.linkedin.com/pulse/hyundai-motor-group-design-leaders-honored-automotive-u0jgc |access-date=2025-06-19 |website=www.linkedin.com |language=en}}</ref>
==Awards== * 1995 Schreyer founded and juried the "Internationaler Audi design Förderpreis".<ref name="cbd1"/> * 2003 [[German Design Award|Design Award of the Federal Republic of Germany]].<ref name="cbd1"/> * 2007 honorary doctorate from the Royal College of Art in London,<ref name="cbd2">{{cite web|title = Peter Schreyer to be honoured by Royal College of Art |website=Car Body Design|date=24 June 2007 |url= http://www.carbodydesign.com/archive/2007/06/26-peter-schreyer-honoured-by-rca/ |accessdate=18 February 2014}}</ref> following [[Sergio Pininfarina]] and [[Giorgetto Giugiaro]] as only the third automotive designer to receive the honor.<ref name="cbd2"/> * 2013 Das Goldene Lenkrad - Goldene Ehrenlenkrad award (Auto Bild & Bild-am-Sonntag) {{citation needed|date=February 2015}} * 2014 Grand Prix du Design, 29th Festival Automobile International de Paris {{citation needed|date=February 2015}} * 2014 [[EyesOn Design]] Lifetime Design Achievement award.<ref>{{cite press release |url=http://www.eyesondesign.org/news-1/2013/12/16/eyeson-design-test-post |title=2014 EyesOn Design Lifetime Achievement Award Winner announced |date=16 December 2013 |first=Drew |last=Brophy |publisher=EyesOn Design |accessdate=18 February 2015 |archive-date=11 August 2019 |archive-url=https://web.archive.org/web/20190811060324/http://www.eyesondesign.org/news-1/2013/12/16/eyeson-design-test-post |url-status=dead }}</ref>
==Design work== {{Div col|colwidth=22em}} *[[Audi]] **[[Audi A3#First generation (Typ 8L; 1996)|Audi A3]] (1996)<ref name="green">{{cite web |title=Interview Peter Schreyer |website=Green Car Design UK |date=17 March 2009 |first=Guy |last=Bird |url=http://www.greencardesign.co.uk/site/item.php?id=1237331805&category=news&subcat=interviews |url-status=dead |archiveurl=https://web.archive.org/web/20090813033227/http://www.greencardesign.co.uk/site/item.php?id=1237331805&category=news&subcat=interviews |archivedate=13 August 2009 }}</ref> **[[Audi A4#Second generation|Audi A4]] (2000) **[[Audi A6#Second generation|Audi A6]] (1997)<ref>{{cite web |title=Remember the Name Peter Schreyer |website=Carenvy |date=26 February 2009 |url=http://www.carenvy.ca/2009/02/remember-the-name-peter-schreyer-kia-forte-2010-sorento-no-3-concept/ |url-status=dead |archiveurl=https://archive.today/20130101012845/http://www.carenvy.ca/2009/02/remember-the-name-peter-schreyer-kia-forte-2010-sorento-no-3-concept/ |archivedate=1 January 2013 }}</ref> **[[Audi TT#First generation|Audi TT]] (1998) *[[Volkswagen]] **[[Volkswagen Concept R]] (2003) **[[Volkswagen Eos]] (2006)<ref>{{cite web|title=Geneva Auto Show 2004: Volkswagen Concept C |publisher=VWVortex |date=2 March 2004 |first=Jamie |last=Vondruska |url= http://www.vwvortex.com/artman/publish/autoshows/article_690.shtml |accessdate=18 February 2015}}</ref> **[[Volkswagen Golf#Fourth generation (Mk4/A4, Typ 1J; 1997)|Volkswagen Golf]] (1997)<ref name="ams"/> **[[Volkswagen New Beetle]] (1997) *[[Kia]] **[[Kia Borrego]] (2008) **[[Kia Cadenza#First generation|Kia Cadenza]] (2010) **[[Kia Cadenza#Second generation|Kia Cadenza]] (2017) **[[Kia Carnival]] (2015) **[[Kia Cee'd#Second generation|Kia Cee'd]] (2012) **[[Kia Cee'd#Third generation|Kia Ceed]] (2018) **[[Kia Forte#Second generation (YD; 2012)|Kia Forte]] (2012) **[[Kia Forte#Third generation (BD; 2018)|Kia Forte]] (2018) **[[Kia K9]] (2012) **[[Kia K9]] (2018) **[[Kia Niro]] (2017) **[[Kia Optima#Third generation|Kia Optima]] (2010) **[[Kia Optima#Fourth generation|Kia Optima]] (2015) **[[Kia Picanto#Second generation (TA; 2011)|Kia Picanto]] (2011)<ref>{{cite press release|url= http://www.kia.com/worldwide/about-kia/company/corporate-news-view.aspx?idx=588 |archive-url= https://archive.today/20141106053641/http://www.kia.com/worldwide/about-kia/company/corporate-news-view.aspx?idx=588 |url-status= dead |archive-date= November 6, 2014 |title=Kia Corporate News |publisher=Kia |accessdate=18 February 2015}}</ref> **[[Kia Picanto#Third generation (JA; 2017)|Kia Picanto]] (2017) **[[Kia Rio#Third generation (2011)|Kia Rio]] (2011) **[[Kia Rio#Fourth generation (2017)|Kia Rio]] (2017) **[[Kia Sorento#Second generation (XM; 2009)|Kia Sorento]] (2009) **[[Kia Soul#Second generation (PS; 2013)|Kia Soul]] (2014) **[[Kia Sportage#Third generation (SL; 2010)|Kia Sportage]] (2010) **[[Kia Sportage#Fourth generation (QL; 2015)|Kia Sportage]] (2015) **[[Kia Stinger]] (2017) **[[Kia Stonic]] (2017) **[[Kia Venga]] (2009) *[[Hyundai Motor Company]] **[[Hyundai Genesis#Second generation (DH; 2013)|Hyundai Genesis]] (2014) **[[Hyundai i30#Third generation|Hyundai i30]] (2017) **[[Hyundai Tucson#Third generation (TL; 2015)|Hyundai Tucson]] (2015) *[[Genesis Motor]] **[[Genesis G70]] (2017) **[[Genesis G80]] (2016) **[[Genesis G90]] (2015) {{div col end}}
==References== {{reflist}}
==External links== * [https://www.carbuyer.com.sg/peter-schreyer-interview-10-years-with-kia/ Interview with Peter Schreyer]
{{Authority control}} {{DEFAULTSORT:Schreyer, Peter}} [[Category:1953 births]] [[Category:Alumni of the Royal College of Art]] [[Category:Audi people]] [[Category:Genesis Motor]] [[Category:German automobile designers]] [[Category:Hyundai Motor Company]] [[Category:Kia Motors]] [[Category:Living people]] [[Category:People in the automotive industry]] [[Category:Volkswagen Group designers]]