Hyundai’s slogan, ‘New Thinking. New Possibilities.’ echoes the brand’s approach to offer people a Modern Premium vehicle. What does this mean? That a car doesn’t necessarily have to be expensive or packed with every possible feature to be desirable and accessible to the masses. Casey Hyun, Creative Design Manager at Hyundai explains, “Modern Premium is about giving the customers value that goes beyond things such as cost. It is about giving people a sense of belonging to the brand, giving satisfaction that’s greater than what a long warranty or cost savings can give.” He goes on to say that people want to drive a car that gets noticed and isn’t just recognised for being fuel-efficient or eco-friendly. This brings us to Hyundai today.
Part of Hyundai’s evolution was establishing its new Fluidic Sculpture design philosophy. Where did it all start? At the beginning, which in auto terms of course refers to the concept phase. When designing concept cars Hyundai focuses mainly on quality, originality, sustainability and customer needs, which allow both New Thinking and New Possibilities to emerge.
It was at the ix-onic’s concept stage that Hyundai first incorporated its Fluidic Design language. This unique design philosophy draws inspiration from contrasts and harmony in nature, for example the curves of a sand dune set against the rigid surface of a landscape. The biggest challenge for Hyundai was to transform a conceptual drawing into a practical design. And it was with passion and hard work from a dedicated team that the concept ix-onic eventually became the showroom Hyundai ix35.
The new ix35 was designed to let you enjoy lower CO2 emissions and less wind resistance without having to sacrifice style. And nothing captures the essence of Hyundai’s new design ethos better – balancing beauty and efficiency. This can be seen in all the latest Hyundai models including the i10, i20, i30, Accent and Elantra along with Hyundai’s recognizable hexagonal grille proudly displaying the brand’s logo. One can only wonder and look forward to what other New Possibilities Hyundai’s New Thinking philosophy will bring.