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Schreyer sees Hyundai-Kia rivalry as crucial

By Lee Ji-yoon

Peter Schreyer, the design mastermind behind Hyundai Motor Group and its affiliate Kia Motors, believes that competition with each other has made the two brands stronger.

And the two carmakers are about to vie with each other again in the all-important U.S. market next year, when the two sister firms launch their flagship luxury sedans – the Hyundai Genesis and the Kia K9.

“Competition is always good,” the Hyundai-Kia chief design executive told The Korea Herald during the launching event for the revamped Genesis on Tuesday at a Seoul hotel.

“The new Genesis is a very competitive design, even compared to European luxury sedans,” he said. “I’m positive about its global success, especially in America.”

The Genesis and the K9, both of which are the focus of last-minute efforts for their crucial U.S. debut, are significant models for Schreyer in many respects.

The former design chief of Audi joined Kia in 2007 and led the successful creation of the so-called “K Series” that consists of the K3 compact, K5 midsize sedan, K7 large sedan and high-end K9 luxury sedan.

Despite its highly-publicized debut in May last year, however, the K9 still suffers from lukewarm sales. But Schreyer has never expressed doubts about its success. And the Hyundai Motor Group chairman himself, Chung Mong-koo, chose the car for his commuting limo in Seoul.

Kia aims to raise awareness about the car as the carmaker brings the car to the U.S. under a new name, the K900.

“The car was already introduced during the L.A. auto show. Response from local journalists was positive,” he said.

The new Genesis, on the other hand, is the most important new launch since Schreyer was promoted to oversee the two brands in August last year.

Even though he did not participate directly in the car’s first set of major changes since its debut in 2008, the new Genesis is a part the crucial mission that Schreyer is involved in -- creating premium cars in order to renew Hyundai-Kia’s brand identity.

“The new Genesis design is totally different from Kia cars, which is good,” he said.

He admitted that handling two totally different car brands was a tricky job, adding that he had become twice as busy since he was promoted to the position of design chief for the Korean auto giant.

“It’s not easy. It needs a lot of consideration,” he said.

Schreyer, who once said in an interview that he has never regretted leaving Germany to work for Hyundai and Kia, reaffirmed his strong confidence in and gratitude toward Chung.

“He is such a strong enthusiast. He loves cars more than anyone else,” he said of the Hyundai chief. (jylee@heraldcorp.com)