Albert Biermann, the leader of Hyundai Motor Group’s R&D Division and considered critical to the company’s turnaround, retired today at age 65.
Albert Biermann was critical in the development of better performing vehicles for the Hyundai Motor Group.
The company’s reassigned Design President Peter Schreyer as well. Chung Kook Park replaces him as the head of Hyundai’s R&D division. Like Biermann, he will take on an advisory role. He will also serve as a “brand ambassador of the Group,” Hyundai said in a statement.
The changes came as rumors swirled early in the week that something was afoot. In all, 203 executives are getting new roles as the company continues its shift toward becoming a “mobility company.” The executive realignment is the largest in the company’s history.
Biermann departs
Biermann, who joined Hyundai after 31 years at BMW in 2015, worked to improve not only the performance of Hyundai and Kia vehicles, but their overall quality. He was named President and Head of the R&D Division in 2018.
Peter Schreyer was named President of Kia Design in 2013. He now taking on an advisory role at the company.
“It has been a tremendous pleasure and honor for me to work for Hyundai Motor Group and lead our engineering division to become a ‘second-to-none’ R&D center in the entire automotive industry,” said Biermann in a statement. “Now, our vehicles standout apart from the competition in many aspects and embody our strong engineering expertise and commitment.
“Korea will remain as my second home, and all of my colleagues at Hyundai Motor Group will always be considered part of my family. I would like to recognize that our success has always been based on the strong collective spirit of the many talented people at Hyundai and I will value our unique achievements wherever I live.”
Biermann’s push was to improve the overall performance of the Group’s vehicles. He was instrumental in the establishment of Hyundai’s Veloster N speed machine. Designed compete with the Focus RS, Civic Type R and others, it helped to make the brand a viable option in the segment.
The N line-up has expanded to encompass other Hyundai vehicles and even an off-shoot, the N Line, which is plenty of show, but less go than the N.
SangYup Lee, Genesis lead designer, is now overseeing all of design for Hyundai Motor Group.
Schreyer moving too
German-born Schreyer is being moved into a mentoring role as well, working with the Group “to nurture talented designers.” He’s largely credited with elevating the exteriors at Hyundai and particularly Kia. He’s credited with the creation of the “Tiger Nose” grille.
The widely heralded designer joined Kia in 2006 after spending most of his career with Volkswagen AG – where he began working at Audi while still a student in 1978.
He was credited with much of the design effort on the so-called New Beetle launched in 1998, but Schreyer’s most significant works came while at Audi where he took credit for such groundbreaking models as the TT, A3, A4 and A6.
Known for his typically all-black clothing and Philippe Starck designer glasses, Schreyer’s approach was first signaled at the 2007 Frankfurt Motor Show when Kia revealed the Kee concept vehicle. It featured what he dubbed the “Tiger Nose,” explaining his goal of developing, “a powerful visual signal, a seal, an identifier. The front of a car needs this recognition, this expression. A car needs a face and I think the new Kia face is strong and distinctive.” Schreyer was named President of Design for Kia in 2013.
SangYup Lee was named Executive Vice President, Head of Hyundai Global Design Center, essentially taking on most of the responsibilities previously held by Schreyer. Prior this, Lee was Head of Genesis Global Design. He’s played a major role Genesis brand’s success in building a firm presence in the luxury auto market through the design of the GV80 and GV70 as well as the recently redesigned G90 flaghship sedan.
Keyword: Hyundai Motor Group R&D Chief Biermann Retires; Design President Schreyer Gets New Role