Can a designer copy himself? Peter Schreyer invented the typical Audi face - and also that of the Hyundai Genesis

Hyundai Genesis: The similarity to Audi is no accident

Hyundai Genesis: The similarity to Audi is no accident

This similarity is no accident. Since design legend Peter Schreyer left Volkswagen in the direction of the Kia in 2006, his handwriting has been clearly visible on the Asian models from Kia and Hyundai. Wolfsburg and Ingolstadt are not happy with this development. Sometimes you hear the accusation that the Asians are copying. Of course that is not correct.

The Audi face also comes from Peter Schreyer

The Audi face also comes from Peter Schreyer

The man who, among other things, shaped the new VW Beetle and gave Audi models its striking face, cannot copy itself. Or is it? The truth is: a designer does not always remain loyal to a brand, but definitely his “handwriting”, his conviction and his taste.

An accusation that the Asians would copy would not only be unfair, it would be wrong. Anyone who, like Kia, brings in a recognized designer with a sculpted past wants to use their expertise for their own model range. This is not only legal from the point of view of competition law, but also legitimate. Such a change of designer naturally leads to the company taking over the DNA of its taste, the building blocks of its formal concept. That is the point of such a solicitation.

What Kia aspired to in 2006 has undoubtedly succeeded: success. Because since Peter Schreyer took over design authority for the Kia brand in 2006, it has been on the upswing. The design theme, once neglected by Kia, has made Schreeyer a top priority. Consistently with success. As a reward, Schreyer became the first non-Korean president of the family company in 2012 and shortly afterwards even head of design at the Kia parent company Hyundai.

The first model he was responsible for, the first Schreyer-Kia Sportage came on the market in 2010. From then on, within three years, Kia increased sales worldwide by over 60 percent. No wonder that Volkswagen Supervisory Board chairman Ferdinand Piëch watches the development with mixed feelings and even admits that it was a mistake to let Schreyer away from Volkswagen. Piëch commented dryly on this development in an interview with Autobild: “We ascribe this to ourselves. But I had nothing to do with it. "

It should come as no surprise that the Hyundai Genesis looks like an Audi as if it were cut from the face. The previously offered coupé is now being supplemented by a four-door car and is celebrating its German premiere at the AMI in Leipzig.

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