Kia taps ex-BMW, Mercedes-Benz designers for China, Europe

Kia Corp., South Korea’s No. 2 automaker, has appointed former designers of German luxury carmakers BMW AG and Mercedes-Benz AG as chiefs of its respective design centers in China and Europe, major global car markets.

The automaking unit of South Korea’s No.3 conglomerate Hyundai Motor Group said on Tuesday that Lim Seungmo, an ex-BMW designer, is set to lead Kia Design Center China from April 1. Oliver Samson, a former Mercedes-Benz designer, is scheduled to take over Kia Design Center Europe on the same day.

“By uniting a diverse team of talented individuals with unique perspectives, we can truly embody the philosophy behind Opposites United, better allowing us to deliver truly inspirational and impactful design,” said Karim Habib, head of Kia Global Design, in a statement.

The automaker aims to combine contrasting qualities and find synergies between opposing concepts through its design philosophy “Opposites United.”

CUSTOMIZED DESIGNS FOR CHINA

Lim, who was vice head of innovation design for China’s largest privately owned carmaker Zhejiang Geely Holding Group Co., before joining Kia, is set to establish design strategies customized for the world’s largest automobile market.

The South Korean automaker and its affiliate Hyundai Motor Co. have been struggling on the mainland as customers avoided the company’s cars amid a diplomatic row between Beijing and Seoul over South Korea’s deployment of a US-led Terminal High Altitude Area Defense (THAAD) anti-missile system in 2017. Kia’s market share in the mainland dropped to below 1%.

“It is a great honor to join Kia Design at a time when the industry is facing many dynamic changes and challenges,” Lim said.

He led a design project related to a new electric vehicle brand at DiDi Global as head of exterior design when he worked for the leading Chinese ride-hailing company from 2022 to 2023.

Before that Lim worked for BMW in Munich for more than a decade, leading exterior designs of various models including the BMW i4, a battery electric compact car, and the BMW 4 Series.

BACK TO KIA

Samson started his automotive design career at the Hyundai & Kia Motor European Design Center in 2003, participating in projects such as exterior designs of the Hyundai i20 hatchback and the Kia Ceed hatchback.

He moved to Mercedes-Benz in 2007 and spent 12 years at the German carmaker to design futuristic models including the Vision EQ Silver Arrow, an electric concept car, and the Vision Mercedes-Maybach 6.

Before joining Kia, he was head of the innovative design platform at Chinese state-owned carmaker Changan Automobile Co.’s design center in Europe, handling various design projects.

He also worked for Nio Inc., a Chinese EV maker.

Write to Nan-Sae Bin at binthere@hankyung.com
 
Jongwoo Cheon edited this article.