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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 previews new Creta crossover in first design sketch

It was barely a week ago that Hyundai announced the name of its upcoming subcompact crossover, the Creta. And now the Korean automaker has released the first sketch. The design bears obvious links to the larger Santa Fe (which was just unveiled in facelifted form) and the new Tucson (unveiled in Geneva), particularly at the front end with its angular eyes and trapezoidal grille. Hyundai promises "a bold front, voluminous side, [and] sporty rear," with a hidden A-pillar and an overall "premium look." Called the Creta, the new small crossover is set to take on the likes of the Nissan Juke, Mazda CX-3, Jeep Renegade, and others in an increasingly vital, growing, and competitive segment. HYUNDAI MOTOR UNVEILS FIRST RENDERING OF CRETA SUB-COMPACT SUV Hyundai Motor Company today unveiled its first rendering of the upcoming Creta, sub-compact SUV. The design of Creta follows a premium look, based on Hyundai Motor's evolved design philosophy. Harmony between a bold front, voluminous side, sporty rear and other details complete the premium sub-compact SUV design. Creta with its bold and glamorous looks feature singular hexagonal radiator grille, sleek profile and a stable stance. The hidden A-pillar was applied to grant a unique and dynamic image, hinting at an open and airy cabin. Related Video:

Hyundai testing Sprinter-style commercial van

Commercial vehicle sales are a key component to the success of many automakers, and in its persistent drive to become one of the largest in the world, it's a segment Hyundai can't very well ignore. But while it offers the i800 and H-series vans overseas, it hasn't offered anything bigger than a Tucson or Santa Fe in North America since the demise of the Entourage and Veracruz. That could all change in the near future, however, if these latest spy shots are anything to go by.
Pictured undergoing testing in Europe, this Hyundai commercial van prototype looks to be about the size of a Mercedes-Benz Sprinter or Ram ProMaster. There's little we can tell from these disguised spy shots at the moment, other than to note that this Hyundai is big and has small wheels, in typical European van style. We can't even tell if this is front-, rear- or all-wheel drive.
Of course, we have no indication at this point whether the van pictured here will make the transatlantic voyage to American showrooms. But with Mercedes having led the Euro van charge with the aforementioned Sprinter, and with the likes of Ford, Ram and Nissan all following suit, it seems possible. However, between the upgrades to service departments often necessary to accommodate such large vehicles and the sales retraining necessary to court commercial truck customers, doing so wouldn't simply be a plug-and-play operation - it would undoubtedly take a great deal of effort and money.