The leadership of South Korean Hyundai no longer wants all models of the brand to be similar to each other, and therefore is going to introduce the idea that each particular car will have its own unique appearance.
As part of his recent interview with journalists from the foreign edition of Automotive News, the chief designers of the company Luc Doneckervolke and San Yu Li said that Hyundai initially created and used an exclusively family approach to develop the appearance of all brand models without exception. Now they plan to refresh the already established corporate style of decoration, adding more aggressive features to it, in addition, with the help of a new appearance of cars it is planned to introduce some distinction for customers.
In recent months, the South Korean automaker has introduced two bold concepts to get familiar with the extent to which its models are different from now on.
The first was the concept of the Le-Fil Rouge HDC-1 sedan, which debuted at the Geneva Motor Show in March this year. Just a few months later, Hyundai introduced another concept called the HDC-2 Grandmaster SUV with virtually no design elements that were found in the Le-Fil Rouge HDC-1.
“We are no longer going to make similar exteriors of our cars,” Donkervolke said. According to the new concept of “Sensual Sportiness”, the company’s design philosophy implies that all Hyundai models will somehow get athletic forms, and of course all models will differ greatly.
Mr. Donkervolke separately noted that each car should have its own style. For example, the sedans Sonata and Elantra look very much alike, but buyers of the cheaper Sonata are usually much older than in the case of the Elantra sedan. “It’s an illusion to believe that a compact buyer has the same taste as a mid-size sedan buyer,” he said.