Grandmaster Flash: Hyundai HDC-2 Concept Shows The Way Forward In Busan

The Busan Motor Show opened today in South Korea’s second-largest city. And the country’s largest automaker was on hand not only with its existing range of vehicles, but with a brand-new concept that previews the company’s new design language.

Called the HDC-2 Grandmaster, the SUV concept follows the HDC-1 sedan concept – dubbed “Le Fil Rouge” – that Hyundai revealed at the Geneva Motor Show just a few months ago. And like Le Fil Rouge, the Grandmaster adopts the brand’s new “Hyundai Look” styling direction.

Unfortunately Hyundai has only released two photos of the show truck, and revealed precious little in the way of details. But from what we can see, the concept looks rather imposing, with a large form capped by a big grille. The wheels look pretty big too, and the overall design looks suitably conceptual – though not so far-fetched that it couldn’t be adapted for production.

“Today we showcased the HDC-2 concept vehicle as a blueprint for our evolved design strategy,” said Hyundai design chief SangYup Lee. “Making a big step forward in terms of design with the Hyundai Look strategy, we will move towards becoming a brand that customers can really relate to emotionally. Moving on from being a brand that provides a great value, we will aspire to also become a brand that is widely beloved by our customers.”

The last time Hyundai produced an SUV looking this large was with the Veracruz, a mid-size crossover produced from 2006 to 2012. Its place has since been taken by the long-wheelbase version of the Santa Fe that was previously positioned underneath it, but we wouldn’t discount the possibility of the Korean automaker introducing a new flagship crossover over and above its current lineup. But it’d have to steer clear of Genesis territory, now that the sub-brand has been spun off into its own.

Together with the Grandmaster concept, Hyundai also indicated the expansion of its N performance brand. Though it didn’t reveal many specific details, it did suggest that there’ll be more N models coming down the pipeline, as well as sporty-looking N Line trims and N Option accessories offered for the company’s entire lineup.

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Update: Additional images added

  • klowik

    looks crap!! I guess the Korean are now in charge of design now after the German.

    • bd0007

      The production version is toned down (this is a concept and does concept things) and was likely designed at Hyundai’s Cali design studio (the main market for the Palisade is the US).

  • donald seymour

    Does Cadillac grille better than Cadillac.

  • Harry Nimmergut

    The last concept was a preview (a very exaggerated preview) of the next Sonata and this is a preview of the upcoming Palisade. I think the latter is due out before the former.

    • pjl35

      Yup; was thinking the same. that side profile lines up very closely with the spyshots of the Palisade.

  • Autoexperte

    ugly

  • Toss

    We use to blame chinese car makers because they copy other cars. This time Hyundai did same thing. The face looks like new Touareg and Mercedes Concept EQ. That is not alright!

    • bd0007

      Um, the face of the new Palisade is a variation of that of the new Santa Fe (which went into production early this year), which itself, is a variation of the Kona (which went into production in 2017).

  • TheBelltower

    Good gawd!

  • no25

    looks so dated (the green one in the background of the second pic).

  • bd0007

    Based on the spy shots, the grille treatment and certain other areas are “toned down” (more elegant).

    Have to keep in mind that this is a “concept” – so the designers went with more “bling.”

    The front fascia of the Palisade should look very similar to the front-end of the new Santa Fe.

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