web analytics

Discover Hyundai: Behind the Design and Innovation




In our previous article, we discussed about the process how Hyundai makes its cars from steel. It’s an amazing feat in itself but it’s only half of the picture. This time we’ll take a look behind the creative process, the design, and the innovation of Hyundai cars.

Day 3 of the Discover Hyundai Korea Forum 2013 begins at the mecca of Hyundai Motors’ technology and design – the Namyang Technical Research and Design Center. Since this is the place where Hyundai conceptualizes and designs future projects, taking photos within the facility are strictly prohibited. We were asked to surrender cameras and place tamper-indicating stickers on our smartphone lenses.

hyundai_namyang rnd

The moment you walk through the R&D center’s main doors you will be greeted by Hyundai’s museum of cars (including those of Kia) and automotive technology.

hyundai_car_skeleton

Fortunately, we were temporarily allowed to take photos inside the museum. Below is the Hyundai Pony, Korea’s first mass-produced car.

hyundai_pony

Hyundai EQUUS by Hermes:

equus_hermes

Only three of these were made. I was told that the hand-stitched leather interior smells like Hermes bags.

After the quick tour around the museum, we were taken inside a wind tunnel where Hyundai engineers test a car’s aerodynamic properties. We were able to experience a 50kph wind inside the tunnel which is the kind of wind speed you sometimes experience during a typhoon here in the Philippines.

hyundai_WindT_061

hyundai_WindT_091

We asked the engineer to crank up the wind speed but he would only allow that if we leave the tunnel to ensure our safety. We were also given a tour of the tracks where Hyundai test their cars to see how it would behave in different road conditions.

Afterwards, Casey Hyun, the Creative Design Manager of Hyundai, gave us a quick presentation about the company’s Fluidic Sculpture which is about designing a car that is more human, fluid, and dynamic. The first Hyundai car to sport the new Fluidic Sculpture 2.0 is the 2015 Hyundai Genesis.

hyundai_DesignC_37

hyundai_DesignC_34

One of Hyundai’s concept cars, the Venace:

hyundai_DesignC_28

hyundai_DesignC_39

Here’s Casey Hyun explaining how their designers create scale models of prototypes:

hyundai_DesignC_24

These models are actually made of a special clay that are sculpted into the desired shape of a car. Designers can make a life-sized model out of it during final stages of the design process.

Hyundai car designers are given enough freedom when designing cars. When asked why prototypes look different from actual produced cars, Mr. Hyun explained that designers still need to adhere to automotive safety regulations which affects the car’s final design.

Here we are sitting next to Byung Seob Lee, the Vice President of Hyundai Styling Group. He’s like the Jony Ive of Hyundai.

hyundai_DesignC_14

When asked if Hyundai is a conservative or an aggressive type when it comes to design, he said, if I remember correctly, that Hyundai can easily shift to being conservative to aggressive depending on the market.

After the Q&A with Byun Seob Lee and Casey Hyun, Hyundai gave us a quick briefing about the company’s brand strategy. It basically explained why Hyundai needs to improve on its brand awareness because “consumers buy not only products, they buy brands.” Currently, Hyundai is pushing for the Modern Premium brand – “a volume brand that can deliver pride to its customers through premium experiences and values.”



This article was written by Louie Diangson, Managing Editor of YugaTech. You can follow him at @John_Louie.

You may also like...

4 Responses

  1. Jesson says:

    I think hyundia and Kia are sister company before.

  2. CopyCat-droid says:

    I hope that one day, FILIPIONOS will have same automotive BRAND that we can be proud of.

  3. wew says:

    hyundai pony has mustang logo lol and hyundai equus has a lincoln grille….hyundai’s design is good but they must have their own trademark of design and must not copy designs from other brands.

Leave a Reply

Your email address will not be published. Required fields are marked *

Open

Close