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.