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Schreyer: More than a designer of products I wish to be an architect of Hyundai's brand image

There's no denying Peter Schreyer has been instrumental in turning around Kia's image from a manufacturer of wheeled white goods in a creator of design-led products. Now his attention turns to sister company Hyundai in his role as chief design officer for both companies and his plans are no less ambitious. "More than a designer of products I wish to be an architect of Hyundai's brand image," he told an audience at Hyundai's European headquarters, explaining how his job is not simply 'styling' but communicating the brand's message right down to details such as the seatbelt warning buzzer.

Onyx Concept to feature Range Rover Aspen Ultimate Series at SEMA

Irish tuning firm Onyx Concept will be taking its lineup of cars to SEMA, and we have a feeling the company's Range Rover Aspen Ultimate Series will fit right in in Las Vegas. Onyx Concept is not as old as the old as some of the other European tuning houses, but they've already made waves with their the tuning programs for the cars that they have offered. The Range Rover Aspen Ultimate Series is not going to be all show and no go, even though we have to admit that we didn't think it was going to be easy to improve upon the supercharged Range Rover's stock output of 505 hp.

Alfa Romeo plans 'affordable' halo car

Alfa Romeo plans to build a rear-engine, rear-wheel-drive coupe that would become the brand's halo car. Fiat's struggling sporty brand aims to complete a concept car for the innovative lightweight coupe for a planned Geneva auto show debut next month. The concept is set to be built as the 4C GTA and go on sale for about $55,000 (40,000 euros).