NZ Herald
  • Home
  • Latest news
  • Herald NOW
  • Video
  • New Zealand
  • Sport
  • World
  • Business
  • Entertainment
  • Podcasts
  • Quizzes
  • Opinion
  • Lifestyle
  • Travel
  • Viva
  • Weather

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • New Zealand
    • All New Zealand
    • Crime
    • Politics
    • Education
    • Open Justice
    • Scam Update
  • Herald NOW
  • On The Up
  • World
    • All World
    • Australia
    • Asia
    • UK
    • United States
    • Middle East
    • Europe
    • Pacific
  • Business
    • All Business
    • MarketsSharesCurrencyCommoditiesStock TakesCrypto
    • Markets with Madison
    • Media Insider
    • Business analysis
    • Personal financeKiwiSaverInterest ratesTaxInvestment
    • EconomyInflationGDPOfficial cash rateEmployment
    • Small business
    • Business reportsMood of the BoardroomProject AucklandSustainable business and financeCapital markets reportAgribusiness reportInfrastructure reportDynamic business
    • Deloitte Top 200 Awards
    • CompaniesAged CareAgribusinessAirlinesBanking and financeConstructionEnergyFreight and logisticsHealthcareManufacturingMedia and MarketingRetailTelecommunicationsTourism
  • Opinion
    • All Opinion
    • Analysis
    • Editorials
    • Business analysis
    • Premium opinion
    • Letters to the editor
  • Politics
  • Sport
    • All Sport
    • OlympicsParalympics
    • RugbySuper RugbyNPCAll BlacksBlack FernsRugby sevensSchool rugby
    • CricketBlack CapsWhite Ferns
    • Racing
    • NetballSilver Ferns
    • LeagueWarriorsNRL
    • FootballWellington PhoenixAuckland FCAll WhitesFootball FernsEnglish Premier League
    • GolfNZ Open
    • MotorsportFormula 1
    • Boxing
    • UFC
    • BasketballNBABreakersTall BlacksTall Ferns
    • Tennis
    • Cycling
    • Athletics
    • SailingAmerica's CupSailGP
    • Rowing
  • Lifestyle
    • All Lifestyle
    • Viva - Food, fashion & beauty
    • Society Insider
    • Royals
    • Sex & relationships
    • Food & drinkRecipesRecipe collectionsRestaurant reviewsRestaurant bookings
    • Health & wellbeing
    • Fashion & beauty
    • Pets & animals
    • The Selection - Shop the trendsShop fashionShop beautyShop entertainmentShop giftsShop home & living
    • Milford's Investing Place
  • Entertainment
    • All Entertainment
    • TV
    • MoviesMovie reviews
    • MusicMusic reviews
    • BooksBook reviews
    • Culture
    • ReviewsBook reviewsMovie reviewsMusic reviewsRestaurant reviews
  • Travel
    • All Travel
    • News
    • New ZealandNorthlandAucklandWellingtonCanterburyOtago / QueenstownNelson-TasmanBest NZ beaches
    • International travelAustraliaPacific IslandsEuropeUKUSAAfricaAsia
    • Rail holidays
    • Cruise holidays
    • Ski holidays
    • Luxury travel
    • Adventure travel
  • Kāhu Māori news
  • Environment
    • All Environment
    • Our Green Future
  • Talanoa Pacific news
  • Property
    • All Property
    • Property Insider
    • Interest rates tracker
    • Residential property listings
    • Commercial property listings
  • Health
  • Technology
    • All Technology
    • AI
    • Social media
  • Rural
    • All Rural
    • Dairy farming
    • Sheep & beef farming
    • Horticulture
    • Animal health
    • Rural business
    • Rural life
    • Rural technology
    • Opinion
    • Audio & podcasts
  • Weather forecasts
    • All Weather forecasts
    • Kaitaia
    • Whangārei
    • Dargaville
    • Auckland
    • Thames
    • Tauranga
    • Hamilton
    • Whakatāne
    • Rotorua
    • Tokoroa
    • Te Kuiti
    • Taumaranui
    • Taupō
    • Gisborne
    • New Plymouth
    • Napier
    • Hastings
    • Dannevirke
    • Whanganui
    • Palmerston North
    • Levin
    • Paraparaumu
    • Masterton
    • Wellington
    • Motueka
    • Nelson
    • Blenheim
    • Westport
    • Reefton
    • Kaikōura
    • Greymouth
    • Hokitika
    • Christchurch
    • Ashburton
    • Timaru
    • Wānaka
    • Oamaru
    • Queenstown
    • Dunedin
    • Gore
    • Invercargill
  • Meet the journalists
  • Promotions & competitions
  • OneRoof property listings
  • Driven car news

Puzzles & Quizzes

  • Puzzles
    • All Puzzles
    • Sudoku
    • Code Cracker
    • Crosswords
    • Cryptic crossword
    • Wordsearch
  • Quizzes
    • All Quizzes
    • Morning quiz
    • Afternoon quiz
    • Sports quiz

Regions

  • Northland
    • All Northland
    • Far North
    • Kaitaia
    • Kerikeri
    • Kaikohe
    • Bay of Islands
    • Whangarei
    • Dargaville
    • Kaipara
    • Mangawhai
  • Auckland
  • Waikato
    • All Waikato
    • Hamilton
    • Coromandel & Hauraki
    • Matamata & Piako
    • Cambridge
    • Te Awamutu
    • Tokoroa & South Waikato
    • Taupō & Tūrangi
  • Bay of Plenty
    • All Bay of Plenty
    • Katikati
    • Tauranga
    • Mount Maunganui
    • Pāpāmoa
    • Te Puke
    • Whakatāne
  • Rotorua
  • Hawke's Bay
    • All Hawke's Bay
    • Napier
    • Hastings
    • Havelock North
    • Central Hawke's Bay
    • Wairoa
  • Taranaki
    • All Taranaki
    • Stratford
    • New Plymouth
    • Hāwera
  • Manawatū - Whanganui
    • All Manawatū - Whanganui
    • Whanganui
    • Palmerston North
    • Manawatū
    • Tararua
    • Horowhenua
  • Wellington
    • All Wellington
    • Kapiti
    • Wairarapa
    • Upper Hutt
    • Lower Hutt
  • Nelson & Tasman
    • All Nelson & Tasman
    • Motueka
    • Nelson
    • Tasman
  • Marlborough
  • West Coast
  • Canterbury
    • All Canterbury
    • Kaikōura
    • Christchurch
    • Ashburton
    • Timaru
  • Otago
    • All Otago
    • Oamaru
    • Dunedin
    • Balclutha
    • Alexandra
    • Queenstown
    • Wanaka
  • Southland
    • All Southland
    • Invercargill
    • Gore
    • Stewart Island
  • Gisborne

Media

  • Video
    • All Video
    • NZ news video
    • Herald NOW
    • Business news video
    • Politics news video
    • Sport video
    • World news video
    • Lifestyle video
    • Entertainment video
    • Travel video
    • Markets with Madison
    • Kea Kids news
  • Podcasts
    • All Podcasts
    • The Front Page
    • On the Tiles
    • Ask me Anything
    • The Little Things
  • Cartoons
  • Photo galleries
  • Today's Paper - E-editions
  • Photo sales
  • Classifieds

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In
Advertisement
Advertise with NZME.
Home / New Zealand

Hyundai, Kia come to fork in road

NZ Herald
16 Mar, 2013 04:30 PM3 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  Sign in here

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save

    Share this article

Peter Schreyer rules out any stand-alone luxury brand developments for either company in the near future.

Peter Schreyer rules out any stand-alone luxury brand developments for either company in the near future.

Designer wants to differentiate more between two marques

Kia president and chief design officer Peter Schreyer has flagged greater differentiation between Kia and Hyundai vehicles that goes beyond surface styling.

Speaking to the Australian media at last week's Geneva motor show, the man who now is also in charge of Hyundai design believes that the two brands will remain on the same design course they are currently on, but with further developments and refinements to more clearly communicate what each stands for.

"We need to find a way of differentiating Hyundai and Kia ... and not just by styling," Schreyer told industry website GoAuto.

"Kia needs to stretch to make more emotional cars. It's what you have all been asking for anyway, isn't it?"

Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.

Schreyer added that the two marques would always share mechanical hardware "because it makes sense to do so", but there is scope for unique models within each marque to be further developed as sub-brands in the future.

"There are cars out there that are a kind of sub-brand, like the Golf for Volkswagen, which is a brand in itself, [and it is the same with] Genesis for Hyundai and the Soul for Kia," he said.

But the ex-Audi stylist who has helped turn Kia's designs around since 2006, ruled out any stand-alone luxury brand developments for either company in the Lexus/Infiniti/Acura mould, for the near future at least.

"In one way, to create a new brand could be a charming idea," Schreyer admitted.

Advertisement
Advertise with NZME.

"But on the other hand, if those cars that would be in that segment were to be called Hyundais it would make the brand stronger.

"If you separate the cars too much and they are not recognisable, and then you have to spend billions in advertising and making that brand.

"If you look at Lexus it took over 20 years for them to get where they are, but at the same time image-wise it did not pull Toyota up at all because it is a Lexus.

"So this is why in our case it is best not to do it."

Discover more

New Zealand

Hyundai keeps sibling rivalry

12 Feb 04:30 PM
New Zealand

Audi S6: S stands for sensational

11 Mar 04:30 PM
New Zealand

Mini gets crossover clout

12 Mar 04:30 PM
New Zealand

Do you know the way to Santa Fe? You should

19 Mar 04:30 PM

Asked how he would describe Kia and Hyundai's styling against each other right now, Schreyer describes the former's as a snowflake compared with the latter's raindrop.

"Kia has created an identity and extended our product range with nice concept cars where one might see the light of day," he said. "We have established a very distinctive body language while Hyundai has done some spectacular designs that have been very successful. I would say the differences are like that of the snow crystal and raindrop, with Kia being the snow crystal.

"Hyundai's design has been quite daring and spectacular. They've created their own direction that did not look like it has been copied from somebody else," Schreyer said.

"But I think some of Hyundai's design has been exaggerated, and a little bit over the top, and it needs to be refined - but I would not make a 180-degree turn and say, 'No, you do something completely different now.'

"There is now a nice difference between the way Hyundai and Kia are perceived.

"Kia is more youthful, more of the challenger, fresher and somehow still perceived as a new brand, while Hyundai is more about elegance - and without the negative connotation - more on the classic side," Schreyer explained.

Advertisement
Advertise with NZME.

"There is a substance there on both sides, and we can't throw everything that we've previously worked on away."

Save

    Share this article

Latest from New Zealand

New Zealand

Numbers revealed for tonight's $25m Powerball jackpot

18 Jun 08:23 AM
Premium
New Zealand

Has Tory Whanau's experience put women off running for mayor?

18 Jun 07:26 AM
Premium
New Zealand

Magic man: Meet the one psychiatrist approved to prescribe magic mushrooms

18 Jun 07:09 AM

Jono and Ben brew up a tea-fuelled adventure in Sri Lanka

sponsored
Advertisement
Advertise with NZME.

Latest from New Zealand

Numbers revealed for tonight's $25m Powerball jackpot

Numbers revealed for tonight's $25m Powerball jackpot

18 Jun 08:23 AM

It's time to check your ticket for the winning numbers.

Premium
Has Tory Whanau's experience put women off running for mayor?

Has Tory Whanau's experience put women off running for mayor?

18 Jun 07:26 AM
Premium
Magic man: Meet the one psychiatrist approved to prescribe magic mushrooms

Magic man: Meet the one psychiatrist approved to prescribe magic mushrooms

18 Jun 07:09 AM
Police use drone in search for missing woman in Christchurch

Police use drone in search for missing woman in Christchurch

18 Jun 07:00 AM
Help for those helping hardest-hit
sponsored

Help for those helping hardest-hit

NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • NZ Herald e-editions
  • Daily puzzles & quizzes
  • Manage your digital subscription
  • Manage your print subscription
  • Subscribe to the NZ Herald newspaper
  • Subscribe to Herald Premium
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Bay of Plenty Times
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP