Peter Schreyer Q+A

Auto Express talks exclusively to Kia design boss Peter Schreyer about the GT concept, and his plans for the future of the company

Auto Express Car Reviews

By Paul Bond

06th October 2011

You said at the Frankfurt show that the GT was exactly the kind of car Kia should be making, can you explain what you meant by that?

Peter Schreyer: “Every company needs a halo car, it’s what pushes the brand forwards. The European luxury coupe market is dominated by German brands like BMW, Audi and Mercedes. The GT is Kia’s first step, it’s like putting a foot in the door of the club.”

Kia design boss Peter Schreyer shows us round new GT Coupe

What was the reaction to the GT concept like at the show? Do you think it was a brave decision to show a rear-drive car with a big V6 instead of a hybrid or electric vehicle?

PS: “We could have done this car with a hybrid engine, but I think its good to be doing something different. Some electric concepts at the Frankfurt show didn’t seem very practical. We had already done the Pop show car at Geneva, and the GT is a more realistic concept. Reaction has been very positive, but now it’s up the decision makers, but I’d like to see it built … I’m a very optimistic person.

If the GT did make production with that drivetrain, do you think this type of car would work in all markets, or be limited to places like the US and China?

PS: “It’s not necessarily about the drivetrain, more about the whole package of the car, and it’s definitely a bodystyle we would consider introducing. The only way to be successful is to bring it to all markets. The biggest chance is definitely in the US and the home market in Korea, but it [the GT] should try to be everywhere. I think done in the right way, with a smaller engine or hybrid technology, it would work. Still drive fast, but return decent fuel economy as well.”

It’s quite a luxurious concept too, how do you approach building a luxury model to compete with traditional premium marques?

PS: "If we build a luxury car, it wouldn't try to overtake Mercedes or a company who has built these type of cars for a hundred years, we need to stay in touch with the rest of the brand. We need to go our own way, by using the right materials, very high-tech instruments and unique interior features. The cabin has to have good ergonomics too and be easy to use, I sat in at in the back of the Aston Martin Rapide, and it's a bit too tight, you feel like you're in a ski boot – I’m not comparing the GT to the Rapide, they’re very different cars, but you can see my point"

Are we likely to see any of the GT’s styling elements on production cars in the near future, like the next cee’d for example?

PS: “The next Cee'd is quite a remarkable step forward compared to the last one, but this car [the GT] was actually done after the Cee'd, so if anything it has inspired the GT rather than the other way around. Concepts are a good practice, they teach us about where we are going. I know more about where we are headed now than I did a year ago before we built it.”

Are we likely to see a range of sportier models from Kia over the next few years?

PS: "I think sports cars would be so necessary to the company in the future, I said to top management, I see there is a business case for this car [the GT], you could definitely extend the range and make money with it. It's the emotional side that we need more of, there's a chance we will start to get more European style cars, with more reasonable performance"

Design is rapidly becoming a hugely important part of your brand, do you feel a sense of responsibility for the company’s success?

PS: “In many areas, the design of the cars is now challenging the rest of the company. The whole perception of the brand depends on what we are doing, and the risk of going the wrong way is definitely there, I have a sense of responsibility for what happens to the people who work for this company, but it's not something I think about when I sketch … I wanted to make cars I would be proud to sit in, be seen in and drive, and Kia didn't build cars like that before

For an alternative review of the latest Kia GT visit our sister site carbuyer.co.uk