Hyundai is moving toward a more unified design language across its electric vehicle (EV) lineup, aiming for a stronger “family” look. However, the automaker will avoid a cookie-cutter approach, preserving the distinct character of each model that has become a hallmark of its recent designs.
Balancing Identity and Cohesion
According to Xavier Martinet, Hyundai’s Europe CEO, the company recognizes a current lack of visual consistency in its vehicles. While models share subtle cues like pixel-style lighting, a more obvious overarching design language will be introduced in future releases. This shift comes as competitors increasingly standardize their EV designs, making differentiation critical.
“Maybe in the past, there was not this systematic sense of family between our vehicles… It’s something we’re working on, but we will never do the ‘photocopier machine’ and go the other way around.”
Martinet emphasized that Hyundai will not abandon its “chess piece” strategy, where each model maintains a highly distinct identity. The goal is to create a sense of brand belonging without sacrificing individuality. This is a delicate balance; customers want recognizable brands, but also unique vehicles that appeal to specific tastes.
Design Trends and Market Priorities
Hyundai’s strategy aligns with broader industry trends. EVs are often seen as blank slates, allowing automakers to experiment with bold designs. However, many brands risk blending into the crowd with similar aerodynamic shapes and minimalist aesthetics. Hyundai’s approach aims to stand out by combining striking designs with a recognizable brand identity.
Early prototypes of the new Bayon and Tucson suggest a trend toward chunkier, 4×4-style designs for Hyundai’s crossover and SUV models. Lower-slung vehicles, like the upcoming Ioniq 3 hatchback, could adopt sleeker silhouettes. The shift reflects customer priorities: Martinet states that design and price remain the top two decision factors, though their relative importance varies by segment.
The Future of Hyundai Design
Hyundai’s design strategy is a calculated move to capture market share in a competitive EV landscape. By retaining distinct model identities while strengthening brand cohesion, the automaker aims to appeal to a broader range of customers. This approach recognizes that individuality and belonging are both essential for success in the modern automotive market.
The company’s commitment to design-led innovation suggests that Hyundai intends to remain a disruptive force, offering vehicles that stand out from the growing number of EV options.
