Hyundai hires BMW M Performance chief engineer

Albert Biermann, chief engineer for BMW's M Performance cars and light trucks has just been hired by Hyundai Motor Corp & Kia Motors Corp. Acting as Executive Vice President, Biermann will be in charge of high-performance vehicle research & development. He will also be leading research efforts on safety, durability, noise oscillation and system development. Simultaneously, he will be playing adviser for product strategy and marketing in the European market

Biermann was with BMW for over 30 years. At Hyundai, he will be the second highest ranking foreign official after design chief Peter Schreyer, who was with Audi AG himself. The move is in line with Hyundai's strategy to raise its brand image. The South Korean car maker along with affiliate Kia motors, is known primarily for making affordable passenger cars.

Hyundai & Kia reportedly attribute around 60% of their sales to large and mid-size cars in their home market. Over the past few years, luxury car importers such as BMW have been threatening those sales which is why the brand is looking to represent itself in a more premium light.