What's Happening?
Hyundai is working towards creating a more cohesive design language across its vehicle lineup, according to Hyundai Motor Europe CEO Xavier Martinet. The company aims to establish a stronger visual connection between its models while maintaining distinct characteristics for each vehicle. This approach is intended to avoid the 'photocopier' effect, where all models look too similar. Instead, Hyundai plans to incorporate subtle design cues that tie different segments together, ensuring each model retains its unique personality. This strategy aligns with the 'chess piece' philosophy of Hyundai's head designer, SangYup Lee, where each vehicle plays a distinct role. Hyundai's SUVs will continue to feature a robust, squared-off appearance, while its electric
vehicles (EVs) will maintain a sleek, aerodynamic design.
Why It's Important?
Hyundai's decision to enhance design cohesion without sacrificing individuality is significant for maintaining brand identity and customer appeal. By ensuring each model retains its unique character, Hyundai can cater to diverse consumer preferences while reinforcing brand recognition. This strategy could strengthen Hyundai's market position by appealing to buyers who value both distinctiveness and brand consistency. Additionally, this approach may help Hyundai differentiate itself from competitors who have adopted more uniform design languages, potentially attracting customers seeking variety within a cohesive brand framework.
