Hyundai Planning Another Bold Design-Driven Concept

Hyundai has another bold design concept up its sleeves to follow on from the Le Fil Rouge concept which premiered at the Geneva Motor Show in March.

According to Hyundai styling chief Sang-yup Lee, the South Korean automaker’s next concept will also feature the brand’s new styling theme but be quite different to the Le Fil Rouge, Autocar reports.

“We don’t want ‘Russian doll’ styling. It just doesn’t work on a brand like Hyundai,” Lee said.

“You have a king, queen, bishop, knight – they’re all different, but they become a team when they’re all together. This is our strategy. I call it a Hyundai look, not a family look.”

According to Lee, Hyundai needs to be viewed as a more emotional company and one way to do this is to increase its emphasis on eye-catching designs.

“It makes people think about Hyundai. We’re known for good, practical cars and value for money but we really want to add emotional value on top of that, as a quality booster. It’s important for our next step.”

Consequently, Hyundai’s next production car will be influenced by the Le Fil Rouge. This will probably be the next-generation Sonata to arrive in 2019.

Hyundai’s new look, known as the Sensuous Sportiness design theme, takes inspiration from Italian cars of the 1960s and 70s and has been applied to models including the Santa Fe, LaFesta, Nexo, and Kona.

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  • Harry Nimmergut

    Oh Hyundai, Hyundai, Hyundai. I DO give you credit for trying. But, Hyundai will always be regarded as a brand (like Kia) that you buy when you can’t or don’t want to spend more. Design doesn’t matter. Just build reliable, cheap-to-buy vehicles and you’re good to go (well, as good as you’re ever gonna get).

    • Ron

      Couldn’t have said that better. Its just the truth.

    • Enter Ranting

      Design doesn’t matter? Hyundai can’t build attractive cars that are also reliable? What a silly attitude. Hope you’re not in business.

      • Harry Nimmergut

        Yes, design often does matter, but for Hyundai-Kia, it just doesn’t work. So, apparently it doesn’t matter. Look at the ’11 Sonata, a one-trick pony. Now plagued by engine replacements and other maladies. Bottom feeders in customer service satisfaction. Genesis has now folded back upon itself. Warranty is a sham that the Feds are looking into. And so on. They just need to build boring, reliable vehicles that are cheap to own and buy. And stop wasting $ trying to be something that they’ll never be. BTW, I AM in biz, selling a service, not a physical product.

        • Enter Ranting

          Harry, Hyundai is actually trying to SELL their vehicles to people, and people who are going to spend thousands on a car care about the way it looks. Most people, anyway. (I can’t explain Lexus.) And it doesn’t cost much more to design an attractive vehicle than it does a box with wheels. Volkswagen has terrible quality, plus corruption. Should they give up on styling too?

          • Honda NSX-R

            VW gave up on styling a long time ago 😛
            (I’m only talking about VW, not all the brands under VW)

        • Alter Ego

          Imagine being this blind. The warranty thing was part of a wide effort by the FTC to make sure companies (Hyundai, Sony, Apple, etc) had fair and clearly laid out warranties. The issue was resolved by adding a single sentence to the agreement. That hardly makes it a sham. And what do you mean “folded back upon itself”? They’re still launching the same 100 exclusive dealerships that they planned to before. They’ve just decided to add some established dealers to the mix too. Please try a little harder when you post BS like this. That way in 5-10 years when the Korean brands are well respected you can at least say you made an effort when you looked like an idiot.

        • bd0007

          Would actually help if you knew the data.

    • Anders Marius Henriksen

      would you say the same for Mazda?

    • baofe

      Disagree. With the launch of the Stinger and Genesis brand, Hyundai Kia are on a roll. Their cars are more reliable than you think and powertrain has 10 year/100000 mile warranty to boot. Not saying they are the best brand out there but as a company trying to fix their image they are doing the most. More so than I can say about FCA..

    • bd0007

      Buyers of the previous gen Sonata had a median income, education level and credit score rating on par with that of buyers of the Accord and higher than for the Camry or Altima.

      And in 2012, the Elantra (according to Edmunds) had an ATP $500 higher than the Civic and a whopping $1,500 higher than the Corolla.

      Speaking of ATP, the previous Camry had the LOWEST ATP in the segment (yes, lower than the discontinued Chrysler 200).

      The previous gen Optima not only had a higher ATP than the Sonata (much less the Camry), but at times would have a higher ATP than the venerable Accord (that’s the power of appealing sheetmetal; something of which the current Optima can’t match its predecessor).

  • Bespin

    Waiting to replace my trusty Hyundai, can’t wait to see new Sonata

  • BtheKing

    They need to change the “style” of their sales and service people. My wife drives a 2010 Sonata— great car… but when it’s ever due for replacement, I know that she will NOT go back to Hyundai, due to the bad experiences w/ the dealers.

  • gregory cassanova

    Just hurry up with the damn genesis coupe….

  • MarketAndChurch

    This can only be a good thing. It will mean that Hyundai will be a brand like DS, Peugeot, and Citroen, a brand that uses each vehicle to explore a possible design direction. We already see this with Hyundai-Kia-Genesis, but now we’ll see it within the brand itself. I think Kia is actually the first brand in America to explore this, every new Kia uses Kia influences seen on other Kia’s, but Kia uses every chance it brings out a car to explore a new design direction, and this is the direction I see Hyundai moving in.

  • Maximilian Norlande Rabbitt

    Had me at the front, wondering at the side, lost me at the back.

  • Honda NSX-R

    “We don’t want ‘Russian doll’ styling”
    Taking some shots at the German luxury brands, damn! https://uploads.disquscdn.com/images/215a0ab9b8871198041a31de57eb73e2776f70084654cf5bb92a0a6cd067a27f.jpg

  • sidewaysspin

    That concept as seen in the third pic could compete with the Panamera design-wise.

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