Hyundai Genesis (2014) to become a game-changer
Mr. Oh Suk-geun, head of Hyundai design, hints new Genesis luxury sedan will become a game-changer when it goes on sale in 2014!
With the next generation Hyundai Genesis (2014) about to hit the market, Hyundai Motor’s decided to open its design center doors to the media.
There were some strict restrictions put in place at the Gyeonggi Province facility, with checkpoints to go through and security seals placed on cameras and cell phones to avoid picture taking.
It’s no surprise to anyone that Hyundai are extremely excited and confident about the upcoming version of the remodeled Genesis luxury sedan, and they wanted to share a little of that with the media.
Visitors got a few fleeting glimpses of what they believed to be the new car, but Mr. Oh Suk-geun, head of the carmaker’s design center and senior executive vice president at Hyundai Motor Group remained tight lipped.
He did say that the finishing touches of the final design were being put in place and that the next-generation Genesis was going to be a game changer in the premium segment.
Oh did hint that Hyundai may be diversifying its Genesis lineups so that the car will fall more in line with the European competition, specifically the series classification adopted by BMW.
Oh also said that while Hyundai has built a solid reputation as a maker of affordable compact cars, they have to try and crack the premium market to ensure future growth.
Hyundai’s chief designer admitted that Hyundai is well aware of the attempts their competitors have made to crack the upscale segment that is dominated by German automakers BMW, Mercedes-Benz and Audi.
Toyota Motor out of Japan has seen success in limited markets with their Lexus range, but automakers from other parts of Europe haven’t had any success at all.
There is some skepticism surrounding the release of the Genesis, with some industry insiders feeling it might be a lost cause, but Oh remains upbeat though and points to Korean audacity and the fact that the current 2013 Hyundai Genesis is now moving 2,000 every month in the US as reasons for optimism.
Brief history of Hyundai’s design
Oh has been with Hyundai since 1984, joining the automaker after graduating from the Seoul national University where he studied industrial design.
Back in that time, Hyundai was still considered a small company, with most of the design work done by Italian car designer Giorgetto Giugiaro. The Hyundai cars failed to stand out, perhaps because Giugiar’’s agency worked for a number of different carmakers.
That all changes in 1990 when a Korean design team beat out the Italians on the Scoupe coupe project, which in turn would lead to the design of the Tiburon sports car.
Oh said that despite those successes, he never imagined that Hyundai would become the global company it is today. At that time, the goal was just to catch Mitsubishi who were outselling Hyundai 10 to 1.
The rest, as they say, is history, with Hyundai now the 5th largest auto company in the world, selling 6 million units annually. That has led to the design team growing from 30 to 450 in just three short decades.
It’s that team which is responsible for the introduction of “fluidic sculpture” design that is now evident across the entire Hyundai lineup.
This new focus on design has led to some amazing new vehicles being released, such as the innovative 3-door Veloster 2013 Model Year.
Oh feels that it’s that shift to improvements in overall design that has helped Hyundai become a major player in the global car market.
2014 Genesis design revolution
The next step in that design process will come with the unveiling of the new generation Genesis luxury sedan.
When you take a look at the history of the Korean automaker and see where they have come from, you begin to understand why they are so confident that the 2014 Hyundai Genesis will be the vehicle that will help them compete with the German automakers that, up till now, have cornered the luxury market.
Important update: 2014 Hyundai Genesis spy shots are finally here!