Designing a car

Peter Schreyer is a legend in the automobile design business. He began studying design in 1975 and spent most of his time creating for Audi and Volkswagen. It was a coup for Kia to get Schreyer to become the Chief car designer for Kia Motor Corporation in 2006.

Schreyer talks to Lou Ann Hammond, CEO,, about design for Kia. How does Schreyer start a design? We used the refreshed Kia Optima as an example of how one refreshes a car.

Do they add lines, or subtract lines when refreshing a car?

In the 21st century, fuel economy is a big motivator. How does Schreyer take that into account while still emoting passion in the design?