Hyundai’s Design VP Sang Yup Lee told in an interview that the company wanted to build cars that are more beautiful than the ones produced by Alfa Romeo.
He also pointed out that each car issued by the company will be unique and original in its own way, while remaining easily identifiable as a Hyundai vehicle.
“The car is an emotional product. We want to maximize emotional value to it. The Alfa Romeo and Maserati, those are really sexy cars, even the Germans got a lot of influence from the [Italian] cars. That emotional, sensuous beauty, you don't find that in the volume brands. For Hyundai to be sexier than Alfa Romeo, this is the mission we want to achieve,” he said.
Luc Donckerwolke, company’s Chief Designer, had previously complained that Hyundai cars lacked originality and said that the problem would be addressed soon. the company is already busy working on a new design philosophy that all future cars will follow. First design studies may see the daylight in the nearest future.
Photo: motor1.com