Hyundai seeks to outperform the sexual projects of Alfa RomeoAugust 6, 2018
Design Bureau of the South Korean brand works not only on the current concept of Hyundai car design, but also develops some “unique” projects. And the company strives to create cars no less attractive than those of Alfa Romeo.
“We are striving to achieve the result when Hyundai cars become more attractive than models from Alfa Romeo.”
These words came from Hyundai vice president of design, Sangyup Lee. In an interview with Automotive News, Lee expressed the brand’s goal. This is to create cars more expressive and emotional.
Lee is not new to creating emotional projects. His previous work includes the concept of Chevrolet Camaro fifth generation, the concept of C6 Corvette Stingray and the concept of Bentley EXP 10 Speed 6.
As Mr. Lee says, moving away from a single corporate style is the main task for Hyundai. Now all the cars of the South Korean brand are similar to each other, using a single design throughout the line. By the way, now this is a general trend for all major automakers, but the designer is sure – this should stop, and he wants every Hyundai car to have its own personality.
In his opinion, the proprietary cascade grille of the radiator will remain in place, but each model will receive unique additions and variations. Thus, each model will be individual, but all together they will work on a common style.
The future language of Hyundai’s design began with Le Fil Rouge – the concept shown at the Geneva Motor Show earlier this year. The main idea is “sensual sportiness”, which roughly corresponds to the harmony between proportion, architecture, style and technology.
When asked about his inspiration for the theme of sensual sportiness, Lee called Alfa Romeo and Maserati. He considers these Italian cars “very sexy”, which, in his opinion, take the features and German brands. Thus, he wants Hyundai to become the first major brand with an expressive design.