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

Matthew Guy
by Matthew Guy

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]

Matthew Guy
Matthew Guy

Matthew buys, sells, fixes, & races cars. As a human index of auto & auction knowledge, he is fond of making money and offering loud opinions.

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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.

  • Foo Eh. Net present value is in the red, once you add in rapidly rising insurance, late by months basic repairs-and-no availability, battery replacement, future hazmat recycling fees, and even faster depreciation. Wait until litigants win for "too heavy" in accidents... The math is brutal but if you value virtue signalling, some will pay anything.
  • Lynchenstein @EBFlex - All ICEs are zero-emission until you start them up. Except my mom's old 95 Accord, that used to emit oil onto the ground quite a lot.
  • Charles The UAW makes me the opposite of patriotic
  • El scotto Wranglers are like good work boots, you can't make them any better. Rugged four wheel drive vehicles which ironically make great urban vehicles. Wagoneers were like handbags desired by affluent women. They've gone out of vogue. I can a Belgian company selling Jeep and Ram Trucks to a Chinese company.
  • El scotto So now would be a good time to buy an EV as a commuter car?
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