Each model in the brand's lineup will get its own individuality, while maintaining recognizable brand features, and the unified corporate style will become a thing of the past. This position was voiced in an interview with Automotive News by Hyundai Motor's vice president of design, Sang Yup Lee.
“A car is an emotional product,” Lee noted. “And we intend to focus on that very aspect. Maserati and Alfa Romeo look very attractive, and even German manufacturers often turn to Italian design solutions. Such sensual, emotional aesthetics cannot be found among mass-market brands. Our goal is to surpass Alfa Romeo.”
Back in April, the head of Hyundai's design division, Luc Donckerwolke, characterized the current strategy, which implies a unified style for all models, as “boring.” He then emphasized that current cars lack character and stated his readiness to change the situation.
As Donckerwolke explained, his team is currently working on design development taking into account the features of each class of cars. The first Hyundai models that will demonstrate a fundamentally new approach to styling will appear at the end of this year or the beginning of the next.
