Hyundai’s Fluidic Sculpture design philosophy has taken the world by storm. A modern Hyundai completely stands out from the crowd. It has fast become the choice of the connoisseur. It depicts style, taste, and cutting edge design. This philosophy has catapulted Hyundai into one of the fastest growing automakers on the planet. Here, we get insights into this design philosophy by Creative Design Manager, Kasey Hyun.
How important is design for Hyundai?
Hyundai has strengthened its brand image and value amongst customers across the globe with a focus on style, design, and the performance of its cars. Hyundai’s fluidic design language defines the four basic aspects of this designing pattern, namely – fluid, dynamic, motion made easy, and driving pleasure. These factors make for a critical characteristic for customers in a market with numerous choices across segments. The design of Hyundai cars create a modern, young and confident appeal. Its significance lies in the fact that Hyundai is ever growing according to the needs of its customers globally to offer to them what they can best relate with. The fluidic sculpture creates a prominent aerodynamic theme for each of its models to give it a unique identity, which is sporty, modern and elegant.
The significance of Hyundai’s Modern and Premium brand philosophy is vested in the fact that its fluidic design language defines the cars in a more bold and futuristic form. This further helps create confidence among car buyers about the technology and product capabilities of the company in the premium category.
Your Fluidic design philosophy has truly made waves across the globe and transformed the perception of Hyundai vehicles. What was the thought process when you were working on this design overhaul of your entire range?
The concept of a “fluidic sculpture” was envisioned by Hyundai’s chairman Mr. M.K. Chung, which was further enhanced by the then chief designer, Mr. Oh Suk Geun, who wanted to create a distinct identity for Hyundai cars globally. Post a series of ideas that were discussed for the future vision of Hyundai, the Fluidic design language was conceptualised to unify the entire family of cars, from the Hyundai EON to the Santa Fe. Prior to this, each of the Hyundai models were designed individually without a common platform. The fluidic design created a unity across Hyundai cars globally that radiates the Modern and Premium brand philosophy of Hyundai.
What were the key design influences behind the Fluidic philosophy?
The Fluidic sculpture philosophy of Hyundai has been curated with a two-part design idea where the “Fluidic” element is meant to evoke the organic flow of design found in nature. While the second element of “Sculpture,” arouses the idea that Hyundai cars stand out on the road. They are artfully designed and exquisitely crafted. Each of the car models has its own design theme and character that enlightens one about the specific product design underneath the umbrella of Fluidic Sculpture. For instance, the Sonata sports the “orchid stroke,” while the Santa Fe has the “storm edge design” for the adventurous customer, and the Xcent is Modern, Sporty and Progressive for the modern family. These are some examples that influenced the design language.
How has this evolved over time?
The Fluidic design concept was introduced with the 2010 Hyundai Tucson and Sonata models, and other models released in, and after, 2010, which gradually worked their way through the whole line-up via facelifts of existing models or new car launches. This has continued to gauge appreciation globally. Hyundai had introduced the Fluidic Design with its new assortment of cars, including the Hyundai Sonata and Elantra. In the Indian market, Hyundai introduced the design language through the Verna, which was launched in 2011 along with the introduction of the company’s integrated brand slogan “NEW THINKING. NEW POSSIBILITIES.” which signifies creativity, innovation and technology.
The design philosophy that is encompassed in Hyundai cars is one of the biggest USP’s that the company offers, as it helps create a brand statement for its customers. The fluidic sculpture symbolizes the Modern and Premium brand philosophy of Hyundai and its cars. The company will offer this progressive and modern design language in each of its future models.
How important do you feel design is for the Indian customer?
The design of the car plays a vital role in the Indian market. An Indian customer seeks a high level of value-for-money from a brand, along with their aspirational requirements. We at Hyundai constantly seek feedback from our customers to enhance our offerings and develop new models by understanding their growing needs and requirements with utmost priority. With our two major launches in the recent past, Compact high entry – the Grand i10 – and Compact Family sedan – the Xcent – we have tapped onto the needs of the Indian customer by developing “Made for India” cars packed with global cutting-edge technologies. The design language of the car, both with regards to the exterior and interior has been conceptualised to deliver Modern and Premium style, design, and a high level of performance.
How does this fit into your global philosophy?
Fluidic Sculpture is Hyundai’s design identity. It is the inspiration behind Hyundai’s design, both exterior and interior. Hyundai’s brand slogan “NEW THINKING. NEW POSSIBILITIES.” reflects the will of the Hyundai Motor Company to create new possibilities to benefit the world and its people by encouraging and developing new thinking. Hyundai’s NEW THINKING and NEW POSSIBILITIES can also be felt in its design philosophy and technologies. Cars as living works of art that convey the flowing dynamism of nature, that is Hyundai’s Fluidic Sculpture design aesthetic.
How would you define your design philosophy going forward?
With the appreciation and acceptance that Hyundai has received for its Fluidic design sculpture, the company’s R&D team is continuously working at conceptualising cars that will carry the fluidic design language in a more refined manner globally. The evolution of the designing will encompass simplicity, ease of use, comfort, reliability, enhanced safety, high quality, style and will carry Hyundai’s brand image of modern premium.
What is Fluidic Sculpture?
Fluidic Sculpture is Hyundai’s design philosophy for the exterior and interior forms of its vehicles.
The designers seek to create a look that is Fluidic and organic, one that is full of life and inspired by nature. What is rigid is dead – nature is made of curves, not right angles. What is full of life flows smoothly. And so Fluidic Sculpture is as unrestricted as flowing water, as free as the wind, as bright as sunshine, and as beautiful as a flower.
The term Sculpture invokes high craftsmanship and hand-made attention to detail. It’s the idea of creating something that is more than a mere piece of sheet metal rolling off an assembly line. Fluidic Sculpture creates the most dynamic and balanced forms that can be termed as rolling sculpture.
GRAND i10
With our two major launches in the recent past, the Grand i10 and the Xcent, Hyundai have tapped onto the needs of the Indian customer by developing “Made for India” cars packed with global cutting-edge technologies
XCENT
Each of the car models has its own design theme underneath the umbrella of Fluidic Sculpture. For instance, the Xcent is Modern, Sporty and Progressive for the
modern family
VERNA
Hyundai introduced Fluidic design in India through the Verna. Hyundai also introduced their integrated brand slogan “NEW THINKING. NEW POSSIBILITIES.” which signifies creativity, innovation and technology
SONATA
The Fluidic design language was conceptualised to unify the entire family of cars. The design of Hyundai cars create a modern, young and confident appeal. Hyundai is ever growing according to the needs of its customers
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