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Peter Schreyer designs the future of Hyundai, Kia, and Genesis

Peter Schreyer now leads the design teams at Hyundai, Kia, and the new Genesis brand. He has the difficult task of differentiating the three brands aesthetically, even if they share mechanical components. A new profile about the designer by Bloomberg shows just how much he means to the Korean brands, and it's well worth a read. According to Bloomberg, Schreyer has distinctive ideas for the Korean brands' design. A Kia should look sporty and appeal to young buyers. In contrast, a Hyundai would be for someone who prefers a minimalist design. So far, Genesis is blending those traits for its Athletic Elegance design language. Schreyer went to Kia from Volkswagen Group in 2006, and his mission was to revolutionize the Korean's brand's boring look. He succeeded with sharper, more modern designs for vehicles like the Optima and Sorento that arrived after he took over. He did such a good job there that Hyundai-Kia Motor Group appointed him as its first non-Korean president at the end of 2012. He also now oversees former Lamborghini designer Luc Donckerwolke at the Genesis luxury brand. Bloomberg speaks with industry analysts and other designers to get a better idea of Schreyer's meaning to the company. The piece presents him as an easygoing person who knows exactly how each vehicle should look. If you want to get a better Schreyer and his work at Hyundai, Kia, and Genesis, the story is worth checking out. Related Video:

Kia to show widebody custom Stinger at SEMA

Kia will take to the SEMA Show later this month with a modified version of its Stinger fastback sedan that it developed with West Coast Customs. This tuned version gets a number of high-performance enhancements, including a widened body, lowered front and rear suspension, gloss black front grille, carbon fiber aero kit, 21-inch forged wheels, widebody fender flares, rear diffuser and squared-off exhaust tips. The Stinger is a fastback sedan and the brand's first GT offering, inspired by the grand touring cars of the '60s and '70s, designed in Frankfurt and developed on the Nurburgring circuit. When it goes on sale in December, it'll come in a choice of two engines: a base 2.0-liter turbocharged four pushing out 255 horsepower and 260 pound-feet of torque, and a GT version with a 3.3-liter twin-turbo V6 generating 365 hp and 376 lb-ft that's also found in the Genesis G90. It also comes in rear- and all-wheel-drive configurations, with standard Nappa leather interior and plenty of passenger and cargo space. You can read our First Drive impressions of the GT version here. Kia also promises upgrades to the tuned Stinger's cockpit. It'll be unveiled Oct. 31 alongside two other custom Kia vehicles, with more news to come in the days ahead.Related Video: Featured Gallery Kia Stinger GT Widebody by West Coast Customs: SEMA 2017 View 9 Photos Image Credit: Copyright 2017 Drew Phillips / Autoblog.com SEMA Show Kia Sedan kia stinger gt west coast customs

Kia hires Morpheus from The Matrix for Super Bowl ad

News of the Kia brand's inclusion in this year's onslaught of Super Bowl ads got out in December of last year, but other than the fact that the coming K900 flagship would carry the day, we knew nothing about the spot. Now AdWeek has revealed that it is Morpheus - he of The Matrix and guru for The One - who will guide us into a previously inconceivable reality in which Kia is a luxury car maker.
What we'll get is a 60-second spot produced by David&Goliath agency, following Morpheus (played by the man who made him famous, Laurence Fishburne) as he does the thing he does best: presenting a choice to a couple at a valet stand, allowing them to choose a red key or a blue key and, Kia would certainly want us to believe by the end of an "unforgettable ride," the truth.
It's Kia's fifth straight trip to the Super Bowl so it knows what to expect, but the task Morpheus has this time - to free your mind concerning the K900 - could be a task just as large as defeating all the agents and sentinels seeking Zion.