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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.

College Exhibition: IED Degree Show 2008

Graduating students at the Istituto Europeo di Design of Turin (IED) recently completed a project created in association with BMW. The projects, presented at an exhibition entitled ‘Designing the BMW of 2015', followed a brief to design a car by interpreting the language evolution and the trademark essence in view of the company's future perspectives. Students were asked to research the needs, tastes and lifestyle of 35 year old individual in 2025 and find inspiration in natural elements (sun, sea, wind and earth) and in forms of expression (music, painting and art).

Cadillac introduces ATS Crimson Sport Edition

The already sleek Cadillac ATS will get a limited-production Crimson Sport special edition this spring. The deep red exterior metallic paint is just one of the upgrades to the standard ATS. Inside the Caddy, four unique interior options will be available: red with black accents, caramel with black accents, black on black and platinum with black accents.