Design philosophies are integral to automotive brands. They give a special character and lineage to essentially what is four wheels and an engine. Automakers spend millions of dollars to develop their own design philosophy which is distinct from others. Hyundai, on the other hand, is changing its design philosophy like a teenager changes his wardrobe.
First it was the fluidic sculpture design which put Hyundai on the map. Presented on the IX-ONIC concept car at Geneva Motor Show in 2009, Fluidic Sculpture design made the world notice Hyundai. Then came the Storm Edge Design on the new Hyundai Santa Fe which was a matured form of the Fluidic Design.
Now, Hyundai North America CEO John Krafcik confirms that Storm Edge is passé. Hyundai has started working on new design philosophy called ‘Fluidic Precision’. The new design will be endowed on the next generation Sonata and will be “less extrovert” claims the CEO.
We believe that it will be a more matured version of the Fluidic Sculpture. The current design is brilliant but extremely flashy. Don’t get us wrong, we love the new Verna and Elantra. But a little conservatism would go a long way in appealing a wider set of audience and making the new design language sustainable.
We can’t wait to see what Hyundai has in store for us with ‘Fluidic Precision’. Can you?