Korean Cars Could Become Sexier Than Italians, Hyundai Says

Who makes the sexiest and most desirable cars on the planet? Ask ten different people and you will likely get as many different answers. It depends on whether you prefer the exotic Italians, the classic Germans, the sleek Swedes, the flamboyant Americans or the sharp Japanese.

However, we should not overlook the Koreans, who have made so much progress over the past decade—helped by the arrival of Peter Schreyer from Audi—that they have become almost a benchmark.

Don’t agree? Look at all the awards won by Genesis since the luxury brand was launched in 2016, including a No.1 ranking in J.D. Power’s 2018 APEAL (Automotive Performance, Execution and Layout) Study. Its current sedans arguably have no reason to envy the competition, while concepts like the stunning Essentia from the New York International Auto Show put others to shame.

Parent company Hyundai understands the importance of styling, too. The all-new Kona is one of the most eye-catching small SUVs on the market, while the Le Fil Rouge concept introduced in Geneva earlier this year hints at some extremely attractive models in Hyundai’s pipeline. They will embody the new “Sensuous Sportiness” design language, which is based on the harmony between four fundamental elements: proportion, architecture, styling and technology.

Now, we’re hearing from Hyundai’s vice president of design, SangYup Lee, that the Korean automaker wants to take things to another level and add a real emotional touch to make Hyundai cars just as sexy as Alfa Romeo and Maserati, two brands from Italy that are widely considered as leaders in automotive design.

Lee, by the way, is responsible for a number of sensational designs including the C6 Corvette Stingray concept and Bentley EXP 10 Speed 6 concept.

In particular, look for less generic products that each have their own visual identity. For example, Lee told Automotive News, a unique variation of Hyundai’s new cascading grille will set the tone up front and make all future cars and SUVs stand out from every other in the lineup. He compares it to chess: “You see chess as a king, queen, bishop, knight. They all look different, they function differently, but when together, they became one team.”

That is quite intriguing. Let the debate rage on: Will Hyundai cars ever become as sexy as Alfa Romeo and Maserati?

Share on Facebook

More on the subject

GenevaHyundai Le Fil Rouge Concept Unveiled in Geneva
Concept cars aren’t always intriguing, but their names sometimes are. Hyundai’s Le Fil Rouge, which means “common thread” or “main theme” in English, is the company’s latest concept car that signals a design direction change. According to Luc Donckerwolke, Executive Vice President and head of Hyundai Design Center, “Le Fil …
New YorkThe Genesis Essentia Concept is Absolutely Stunning
NEW YORK CITY – Since Genesis has become a standalone brand, it has had the opportunity of being much more creative and adventurous than its rivals. At the moment, the brand only sells three sedans and seeks ways of expanding its image. The Essentia concept, unveiled at the New York …
NewsGenesis, Kia and Hyundai Make All-Korean J.D. Power Quality Podium
Score another victory for the Koreans in J.D. Power’s annual Initial Quality Study—only this time it’s Genesis sitting at the top instead of Kia, which ranked number one for the past two years. Overall, new-vehicle quality has increased for the fourth consecutive year and has reached its best level ever.