Hyundai Motor Group Overhauls Design Department For Innovation

Hyundai Motor Group is making drastic changes to its design approach by introducing its Global Design Division. This division will take the lead in crafting designs for electric vehicles, purpose-built vehicles (PBVs), robotics, and advanced air mobility (AAM), solidifying the Group's commitment to innovative mobility solutions.

The three brands in the group – Hyundai, Kia and Genesis – follow their own distinct design languages. Hyundai employs a design philosophy known as 'Sensuous Sportiness,' while Kia adheres to 'Opposites United' and Genesis embodies 'Athletic Elegance.'

Luc Donckerwolke, Hyundai Motor Group's President, will take on the position of Chief Design Officer (CDO) within the Global Design Division while continuing in his role as Chief Creative Officer (CCO) at Hyundai. In this dual capacity, he will supervise all aspects of design, including future mobility, AAM, and Robotics, across the Hyundai Motor Group brands.

"In my 32-year career as a car designer, my achievements were often enabled by my organization's teamwork. I believe it is my role to create an environment in which designers can be creative and lead transformations," said Donckerwolke. "I am confident the new organization will enable the Group to continue to lead the way in determining the future of the global mobility industry."

Simon Loasby, Vice President, who previously spearheaded projects to establish design visions for the Hyundai Ioniq lineup and N division, has been appointed as the head of the Hyundai Design Center.

Ilhun Yoon, Vice President, will lead the newly established Genesis Design Center. Vice President Yoon is known for his work on the Genesis X Trilogy and the current Genesis lineup design, as well as for shaping the future design vision of the Genesis brand. Yoon will concentrate on creating designs that enhance the Genesis customer experience.

The newly established Global Design Division will include the Hyundai & Genesis Global Design Technical Unit, overseen by SangYup Lee, Executive Vice President and Head of Hyundai & Genesis Global Design, and the Kia Global Design Technical Unit, led by Karim Habib, Executive Vice President and Head of Kia Global Design. They will steer the design direction of their respective brands, with a focus on maintaining each brand's distinct character.

Complementing these structural shifts, the formation of the Genesis Design Center is introduced within the Hyundai & Genesis Global Design Technical Unit. This initiative empowers each mobility brand under the Group, including Hyundai, Kia, and Genesis, to cultivate its unique design philosophy and reinforce a distinct design identity.