Changing Lanes: Key Execs Move to New Roles at Hyundai Group

Matthew Guy
by Matthew Guy
changing lanes key execs move to new roles at hyundai group

There’s a very strong case to be made that the cars we drive are influenced, at least in part, by suits in automaker C-suites. Witness the ongoing transformation at Toyota, which has finally shifted back to making cars with a pulse, machines crafted at the behest of noted gearhead Akio Toyoda. Sure, there are hundreds or thousands of people working on any particular project at a given time, but the Big Cheese often influences decision making – intentionally or not.

This is why we sat up and took notice when Hyundai shuffled a brace of people largely responsible for the styling and driving feel of vehicles in that automaker’s showrooms.

When the South Korean giant lured Peter Schreyer from Audi and, later, Albert Biermann from the BMW M division, it was seen as a couple of coups for Hyundai – gambles that seemed to pay off for both the individuals and the company over time. With the addition of former Bentley designer Luc Donckerwolke, the Hyundai Group had a who’s-who of vehicle design and development. Efforts paid off in the form of their excellent Palisade, selling-for-over-sticker Kia Telluride, and rockets like the Elantra N. Even if these men didn’t have direct input into one or more of those rigs, their outsized resumés surely had an influence in some form or another.

Now, there are changes. Peter Schreyer and Albert Biermann will now serve as advisors in their respective fields. Schreyer will work as a design advisor and help the Group foster talented designers while also serving as a brand ambassador. Biermann will work as a technical advisor and help the Group’s efforts to develop new engineering talent. He’s been at the R&D head table since 2018 after joining Hyundai three years prior and will be replaced by Chung Kook Park as the new head of the R&D Division. Meanwhile, Schreyer has been around since 2006, moving into the President of Design Management role in 2018. The new Head of Hyundai Global Design Center will be SangYup Lee, also the company’s new executive vice president.

What does all this mean for the Hyundai and Kia brands? It’ll not go unnoticed the shoes of both men were filled with well-qualified locals, rather than people from other brands. Schreyer and Biermann are well into their 60s, as if that means anything these days, and have been toiling at the company for a number of years. Perhaps retirement really is the reason, though having two big influences moved to advisory positions at the same time could portend a forthcoming shift in design and driving philosophy. We hope not, as the existing roster of machines is – mostly – very attractive (or at least tremendously appealing to their intended demographic). We will note Hyundai, and most other automakers, are on the cusp of going fully electric within the next few years. Perhaps this hastened the desire for a change in scenery.

Will these two execs have the same influence as advisors? History suggests they might not. A couple of rockstars who helped create some excellent vehicles during the company’s gasoline era will hopefully not find themselves shut out in their advisory roles.

[Image: Hyundai]

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  • BSttac BSttac on Dec 23, 2021

    Looks like they ran out the talent because Hyundai thinks it can do the same thing with hometown talent. Gonna be a disaster. Calling it now.

    • Bd2 Bd2 on Dec 23, 2021

      They probably have more international talent at the top ranks than any other automaker. And Sang-yup Lee, while Korean, spent his career at GM and then VW Group until he was brought to HMG by his boss while at Bentley, Luc Donckerwolke.

  • Jeff S Jeff S on Dec 25, 2021

    Kia and Hyundai have both come a long way in design and quality. The quality of the Big 2 1/2 has declined so badly while Kia and Hyundai have steadily improved. As a former GM loyalist mostly Chevies GM has lost my loyalty with declining quality. Stellantis has desirable products but quality is still lacking and Ford has been on a quality decline as well. Hopefully my new Maverick will restore my faith in Ford. Kia and Hyundai still need to improve their quality and dealer service.

  • ToolGuy CXXVIII comments?!?
  • ToolGuy I did truck things with my truck this past week, twenty-odd miles from home (farther than usual). Recall that the interior bed space of my (modified) truck is 98" x 74". On the ride home yesterday the bed carried a 20 foot extension ladder (10 feet long, flagged 14 inches past the rear bumper), two other ladders, a smallish air compressor, a largish shop vac, three large bins, some materials, some scrap, and a slew of tool cases/bags. It was pretty full, is what I'm saying.The range of the Cybertruck would have been just fine. Nothing I carried had any substantial weight to it, in truck terms. The frunk would have been extremely useful (lock the tool cases there, out of the way of the Bed Stuff, away from prying eyes and grasping fingers -- you say I can charge my cordless tools there? bonus). Stainless steel plus no paint is a plus.Apparently the Cybertruck bed will be 78" long (but over 96" with the tailgate folded down) and 60-65" wide. And then Tesla promises "100 cubic feet of exterior, lockable storage — including the under-bed, frunk and sail pillars." Underbed storage requires the bed to be clear of other stuff, but bottom line everything would have fit, especially when we consider the second row of seats (tools and some materials out of the weather).Some days I was hauling mostly air on one leg of the trip. There were several store runs involved, some for 8-foot stock. One day I bummed a ride in a Roush Mustang. Three separate times other drivers tried to run into my truck (stainless steel panels, yes please). The fuel savings would be large enough for me to notice and to care.TL;DR: This truck would work for me, as a truck. Sample size = 1.
  • Art Vandelay Dodge should bring this back. They could sell it as the classic classic classic model
  • Surferjoe Still have a 2013 RDX, naturally aspirated V6, just can't get behind a 4 banger turbo.Also gloriously absent, ESS, lane departure warnings, etc.
  • ToolGuy Is it a genuine Top Hand? Oh, I forgot, I don't care. 🙂