2023 Kia Soul Lx on 2040-cars

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Hyundai Group design chief wants more differentiation between models and brands

Luc Donckerwolke, the man who oversees design at Hyundai, Kia, and Genesis, is determined to get more differentiation into the model range. He not only wants greater visual separation between all the models in the range, he also wants more distinction between Hyundai Group cars and others in the respective segments, and global distinctions so that a Hyundai in China doesn't necessarily look like one built for North America. He told Autocar, "We will not have a global design language because otherwise it's too rigid. [The alternative is] more work, but it's more flexible." Donckerwolke gets an extreme look at the results of homogeneous design, because an enormous number of cars on the road in South Korea are Hyundai Group products. "[Our] core task is to differentiate the design philosophy of the three brands, not least because we have a big [around 70%] share in Korea. We need to differentiate each model, otherwise the landscape is too homogeneous." Top-down, each brand gets a design brief. Hyundai will be Hyundai's "sexy, seductive and sensuous, sporty, eager and stylish," holding onto its value proposition while adding emotion. Kia will be "young, challenging and cool — cooler than before," said brand design chief Byungchul Juh, with Donckerwolke adding that it's about "streetwear — bold, fresh and young." And Genesis is "haute couture." Donckerwolke characterizes the design philosophy as not "Russian dolls but ... chess pieces, with a look that reveals its own charismatic character. For example, Kia's used to be about the tiger nose grille, separate headlights and the lower intake. Now it's going to be more of a mask that will deliver sportiness and a presence." Kia designer Juh said, "There will be a distinct version of tiger face for each segment, and we'll keep the tiger nose grille. In principle it's the same, but there's a different interpretation for each segment, and more of a 3D feeling. We're moving from a nose to a face." The sketches we've seen of Kia's coming small global crossover take a first step, and we're told the next Sportage will make more impact than the new Tucson. As for Hyundai, the next Sonata will "be the design flag-bearer." We wait to see how much of the vehicle all of this affects. But right now, look at the 2020 Elantra and Sonata from the front three-quarter; ignore their front fascias, and they're two sizes of one sausage.

Hyundai, Kia ratchet up fleet sales as retail transactions slide

Automotive News reports both Hyundai and Kia have stepped up fleet sales in an attempt to offset disappointing first quarter results. The Korean automakers saw their sales decline by nine percent compared to last year, while all major competitors managed to increase their sales. That situation marks an inversion of two years ago, when both gained ground after Japanese rivals suffered production and inventory shortages after the country's earthquake and tsunami tragedies.
Now, Hyundai can't come up with enough volume models in popular trim configurations to satisfy buyers, and lower-volume models are also in a snag. At the moment, Hyundai can only build 20-30 percent of Veloster hatchbacks with turbocharged engines while the US market would apparently support closer to 70 percent.
In order to reverse the sales slide, Hyundai and Kia have stepped up fleet sales of the vehicles they do have by some 50 percent, ringing up a total of 42,400 units in the first quarter. By contrast, Automotive News reports the seven largest automakers increased retail volume by seven percent and fleet sales by four percent as a group.

2015 Kia Soul EV Prototype

Spend a few days chatting with the good people of Seoul about their neighbors to the north, and you'll find a pattern emerges. When they first start talking, South Korea's citizenry speaks openly and ardently about seeking reunification with their North Korean brothers and sisters. Yet once you get beyond casual conversation, you'll find that those hopes and wishes aren't all that they first appear to be. Quite reasonably - and despite everyone's best intentions - there's genuine fear that opening the border with communist North Korea would severely tax South Korea's finances, infrastructure and daily lives. It's almost as if reunification feels like something the general public has to say they want, even if they're really not buying into the reality.
It's kind of like the way American consumers and the media have been crying out for electric and hybrid automobiles, yet when it comes time to vote with their pocketbooks, their hearts just aren't in it. There are potential financial and infrastructure concerns, along with lingering worries about how well EVs will integrate into their daily lives. Today, hybrids and plug-ins make up about three percent of new vehicle sales, and the vast majority of those models are gas-electric models - one in particular. Pure electrics aren't yet even a drop in a very large bucket. It's exactly this uncomfortable dichotomy that rings in our heads as we drive through the traffic in Namyang at the wheel of a 2015 Kia Soul EV prototype.
Of course, one can't blame Kia for developing an electric car - it has California's zero-emissions mandates to meet, regardless of whether the segment's sales suggest there's a sound financial strategy attached. Kia officials we spoke with at this early drive of the company's electrified 'box' car seemed to tacitly acknowledge the Soul EV's difficult business case, but pointed to the company's effort to reduce its CO2 output as part of its reason for being. And besides, their beancounters' industry-wide projection for global EV sales in 2018 is 600,000 units, so there's got to be room to grow, right?