Hyundai Wants To Give Each Of Its Vehicles A Unique Look

Hyundai wants to ensure that each of its future models adopt a distinctive look instead of variations of the same theme.

Speaking with CNET during the launch of the 2019 Hyundai Kona Electric, senior chief designer at the Hyundai Design Center, Chris Chapman, said that rather than continuing a theme of matryoshka dolls throughout its range where all models look similar, it wants to instead switch things up to reflect the different designs of chess pieces.

“We’re going for more of this chess-piece rather than the family look.

“We’re using consistently shared elements… but we’re going to avoid this sort of Russian-doll approach to our vehicles in the future,” Chapman said.

According to Chapman, this new philosophy will see forthcoming Hyundai models with designs reflective of customer tastes. For example, the Kona is targeted towards younger buyers and therefore has a unique and fun look. By comparison, the Santa Fe is aimed at families and has a more mature look.

Clear styling differences will also distinguish certain powertrains from others. For example, the ICE-powered Kona and Kona Electric have a number of styling differences.

“Both kind of have an extroverted design, but they’re dressed differently for different demographic purposes,” Chapman said.

Next year, the world will be offered an excellent look of just how serious Hyundai is with its new philosophy thanks to next-generation models of the Sonata and Elantra. “You’re going to think they’re from different companies,” said Chapman.

In an industry where it is often difficult to tell the difference between vastly different models from one automaker, it’s a breath of fresh air that Hyundai wants to be a little different.