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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.

Nissan confirms IDx for production

Nissan will produce at least one of the IDx concepts shown at the Detroit auto show. Vice president Andy Palmer said at the show, “Don’t say that we won’t do both, but we will definitely do one of them.” That statement confused us a bit, especially with the positioning of Nismo as upgraded versions of the company’s normal cars. Surely, the Freeflow could be repainted and improved into a Nismo version.

Aston Martin Rapide coming home

Aston Martin Rapide - homeward bound It took Aston Martin what seemed like forever to get their four-door supercar – the Aston Martin Rapide – in to production, and even then they didn’t build it themselves. When they were busy planning production of the Rapide the world’s economy was buoyant, credit was a piece of cake and Aston Martins were flying out of the showroom. But the new economic reality bit in 2008 and sales fell at Aston Martin, but by then the plan to get the Rapide built at Magna Steyr in Austria was unstoppable so, despite Aston Martin workers twiddling their thumbs as Magna Steyr built Rapides, there as nothing to be done.