Hyundai’s design director wants the style of its future electric models to suit the different lifestyles of its customers.
There will be something new from Hyundai. If the firm has already made great progress on many points for several years now, with a complete and very attractive range, it now wants to go even further. Today, the Korean manufacturer is resolutely turned towards the electric, although it has not yet officially announced its desire to remove thermal models from its catalog.
After the Ioniq 5, the technical cousin of the Kia EV6 which has met with some success since its launch last year, Hyundai is preparing other trendy models, including the future Ioniq 6. And with this shift towards electric, the brand has also decided to change its image, with a more refined and accomplished style. A new strategy inaugurated with the electric compact, and which should evolve further over the next few years.
An unprecedented strategy
It is to our British colleagues from Autocar that the design director of Hyundai, SangYup Lee spoke about the stylistic future of the Korean firm. This one, arrived in 2016 after having officiated at Pininfarina, Porsche or Volkswagen, has indeed given some information on the brand’s strategy, which will therefore change its overall design.
He asserts, in fact, thatwhat we do is a bit different from other builders […]. They have a “Russian doll” approach, while we have more of a chess-like approach“. He pursues : “Each chess piece works differently, but put together they work as a team […]. All our cars don’t have to be consistent“.
Adapted to different needs
With this new approach, Hyundai’s goal is to offer models whose form follows function, and too bad if the range is not necessarily harmonious. The goal is to adapt to the lifestyle of each client, whether through style, but also the user experience, as the designer specifies. He also wants to make the Ioniq range even more attractive.
He also points out that the biggest challenge for designers is to make electric cars attractive, while the emotional aspect is very different from a thermal car. The main challenge for manufacturers is then to make their zero-emission models recognizable and different from other alternatives on the market.
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