Kia's acclaimed design chief Peter Schreyer has been given a broadened role as head of design for both Hyundai and Kia.

Schreyer's new role is described as giving the group "long-term vision for design and to enforce design differentiation", and is officially being hailed as an opportunity to "streamline resources and create synergy between the two brands".

Woong-Chul Yang, vice chairman of Hyundai's R&D centre in Korea said: "Strengthening our fundamentals, especially in the area of design, is imperative to secure long-term competitiveness. Design is not just the most visible aspect of the car, but it’s an area customers have a strong emotional connection to. It is at the centre of our efforts to enhance our brand value."

Schreyer, a former head of design at Audi and Volkswagen, was promoted to the position of president at Kia late last year, and his latest promotion comes in the wake of Hyundai-Kia announcing a brand goal of 'innovation based on quality' last week.

With Hyundai pushing to become recognised as a more aspirational, upmarket brand, as well as developing sporty themes through its motorsport involvement, Schreyer is widely tipped to be given a far-reaching brief to overhaul the brand's design philosophies.