Hyundai chairman accents design

Chairman Chung Mong-koo, second from left, and Chief Design Officer Peter Schreyer, center, tour Hyundai Motor’s European design center Wednesday in Russelsheim, Germany. [NEWSIS]

On his follow-up tour of Hyundai Motor and Kia Motors’ operations in Europe, group Chairman Chung Mong-koo pushed employees to keep developing innovative design.

Chung, who began his three-day trip to Europe on Tuesday, visited Hyundai’s European design center in Russelsheim, Germany, on Wednesday, local time.

He previously visited Kia’s plant in Slovakia and Hyundai’s facility in the Czech Republic.

“I often hear that customers in the world select our products because our cars’ design is getting better,” he said. “But what’s important is the future and we need to consistently continue the design DNA of Hyundai and Kia.”

Chung emphasized that Hyundai and Kia vehicles have focused on upgrading performance and said the company needs to do the same with design.

“With light, high-strength steel used in automobiles, the basic performance of the car is upgraded, but adding a great design will give more pleasure to customers,” he said. “Let’s produce innovative design that can lead the industry and develop design with dignity inside.”

Chung’s was accompanied by Peter Schreyer, chief design officer for Hyundai and Kia.

Schreyer said the design unit is focusing on segment diversity, and has been the leading advocate of separating the design aspects of Hyundai and Kia, trying to make the former more elegant and the latter fresher.

BY JOO KYUNG-DON [kjoo@joongang.co.kr]