Future models of Hyundai, Genesis and Kia will be more different from each other and their models within every segment will turn out to be more unique.
This is the strategy advocated by the design director of the three brands, Luc Donckerwolke, who said that our main job is to distinguish the design philosophy of the three brands, especially, as we have a significant participation.
“We have to distinguish each model; otherwise the landscape is very identical, he added.”
Donckerwolke told that he thought Hyundais and Kias would become more distinct, not only in the Korean road scenario they dominate but also globally, “in terms of region and segment.
This does not mean that brand concepts are completely different from continent to continent. “There will be unifying themes with different treatments,” said Donckerwolke, It isnt the approach of Russian dolls, but is of chess pieces, with an appearance that reveals their own compelling character.” For example, Kia used to talk about the beak grille of tiger, separate headlights and the lowest fuel consumption will now have mask that offers presence and sportiness.
ByungchulJuh, Kia Design Manager, said Kia “will be challenging, young, and cooler than ever. There will be a separate version of the tiger’s foot for each segment and we’ll keep the tiger’s front grille. There is a unlike revelation for each segment and in a more 3D feel. We go from nose to face.”
He added, “The next Optima is the first move, it’s not extreme, but progressive, with strong brand individuality.” The length between Kia and Hyundai will be even greater; Kia is more innovative, younger, inspiring, iconic, and cool. There will be unexpected details and influences from the overall design of visual arts, products, architecture, and cars.