“Each piece of chess looks and functions differently, but put together they work as a team. So, all chess pieces actually tailor to the customer’s lifestyle - like a family of five has a different lifestyle than a single person’s lifestyle. It’s not necessary for all our cars to be consistent.” had opened up a new chapter for the firm’s design philosophy.
“The Ioniq 5 is a great success so far. It’s interesting because Ioniq 5 is all about respecting our past while moving forward. Instead of doing the retro design we bring them into a totally contemporary approach which has actually created a lot of freshness for the market. I think the Ioniq 5 has definitely opened up a new chapter for Hyundai design but this is only the beginning."
Hyundai’s next steps will be to progress from a brand known for its value for money into a more diverse market. “We were a brand typically known for its value for money, but now we’re moving to be a more ‘design and living’ brand. Not only styling wise, but the UX and every dimension that we are challenging,” Lee said.
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