The appointment last week makes Frankfurt-based Schreyer, who remains chief design officer, one of three presidents at the company. Schreyer, a German, was hired from Volkswagen AG in 2006.
"The promotion shows Kia’s key focus areas shifting from production and cost efficiency, which were traditionally considered more important, to design and research and development," said Shin Chung Kwan, an analyst at KB Investment & Securities Co. in Seoul. "It also symbolizes Kia’s urge to advance as a global company — showing a foreigner could make it to one of the top positions."
Kia and Hyundai Motor are stepping up efforts to move upscale and away from their reputations as builders of cheap, utilitarian cars. Schreyer, the designer of the Audi TT Coupe, was hired to overhaul Kia’s lineup and allow the automaker to charge more for its models.