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Kia design chief labels New K7 ‘the future’

Peter Schreyer, president and chief design officer at Hyundai Motor Group, said Sunday that the New K7, to be released later this month by Kia Motors, will be the future of the company’s design.

“The most important thing for us was to think about the future customers,” Schreyer said in a video interview released on the day.

The new midsize sedan has several contemporary and futuristic features, including a stretched window graphic going down the side, alongside the negative seam in front, making the car more masculine and distinctive, perfect for younger drivers, according to Schreyer. 

Peter Schreyer, president and chief design officer at Hyundai Motor Group. Hyundai Motor
Peter Schreyer, president and chief design officer at Hyundai Motor Group. Hyundai Motor

The German designer noted that the key concept was to make a premium, very sporty, but also very elegant, business sedan. “We still want people to recognize it as a K7. The whole car is a little more stretched, and has got more dignity and elegance,” he said.

Schreyer, who has reigned Kia’s design helm since 2009, said the New K7 will be a big step for the company.

“Kia has evolved into a new premium brand. In America and Europe, it has a very good reputation and this car will bring boost the company because it shows what we are and where we are going,” he said. 


By Bae Ji-sook
(baejisook@heraldcorp.com)
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