Global Car Designer Peter Schreyer's Journey Captured in 'Beyond Design' Published

Jung Eui-sun's Recommendation: "A Life Story That Transcends the Boundaries of East and West... I Am Confident It Will Inspire Many"

[Asia Economy Reporter Yu Je-hoon] Hyundai Motor Group announced on the 17th that the book Beyond Design, which highlights the life and design philosophy of Peter Schreyer, a world-renowned automobile designer and Head of Design Management, has been published.

Peter Schreyer is a master in the field of automobile design who joined Hyundai Motor Group in 2006 and played a key role in establishing the design identity of Hyundai, Genesis, and Kia. Prior to that, he served as the head of design at Audi and Volkswagen.

Published overseas under the title Roots and Wings last month by the German publishing group Gestalten, this book vividly explores Schreyer’s experiences, vision, design philosophy, and the significance of his automotive design works through interviews with Schreyer and related figures, as well as various visual materials.

Jung Eui-sun, Chairman of Hyundai Motor Group, wrote in the foreword, "Peter Schreyer is not only an outstanding designer but also someone who possesses the ability to move people's hearts. I am confident that many will be inspired by his life story, which transcends the boundaries between East and West with his steadfast philosophy."

Beyond Design is composed of three parts: Part 1 Explorer, Part 2 From Bavaria to Korea, and Part 3 Designer. Part 1 covers his childhood and experiences as a designer at Audi and Volkswagen; Part 2 details Schreyer’s experience traveling between Europe and Asia after receiving a recruitment offer from Kia; and Part 3 vividly shows how the cars he designed were created, accompanied by vivid photographs.

Peter Schreyer said, "Working in Korea was a very meaningful experience, and I learned a lot about myself, my roots, the people I was able to meet, and the special relationship between Korea and Germany. How these are interconnected and contrasted always inspires me as a designer."

Meanwhile, Beyond Design is currently available for pre-order at Kyobo Bookstore, YES24, Aladin, and will be available for purchase at bookstores nationwide starting on the 25th.