Hyundai is revamping its design organization with the establishment of the Hyundai Motor Group Global Design Division. The new division will spearhead Hyundai’s efforts to design all-electric vehicles and future mobility solutions, including purpose-built vehicles (PBVs), robotics, and advanced air mobility (AAM). It will also strengthen its design capabilities between its three core brands: Hyundai, Kia, and Genesis.
Luc Donckerwolke, Hyundai Motor Group’s President, will be appointed Chief Design Officer (CDO), heading the Global Design Division. He also retains his current role as Chief Creative Officer (CCO), leading all design creatives aspects for the Hyundai Motor Group brands including future mobility, AAM and Robotics.
“In my 32-year career as a car designer, my achievements were often enabled by my organization’s teamwork. I believe it is my role to create an environment in which designers can be creative and lead transformations,” said Donckerwolke. “I am confident the new organization will enable the Hyundai to continue to lead the way in determining the future of the global mobility industry.”
The new Global Design Division will encompass the Hyundai & Genesis Global Design Technical Unit, led by SangYup Lee, Executive Vice President and Head of Hyundai & Genesis Global Design and Kia Global Design Technical Unit, led by Karim Habib, Executive Vice President and Head of Kia Global Design. The two leaders, already accredited with enhancing brand value through their design work, will direct their brands’ design directions while ensuring each brand is differentiated.
Alongside the organizational changes, a new Genesis Design Center is founded under the Hyundai & Genesis Global Design Technical Unit, allowing each mobility brand—Hyundai Kia, and Genesis to benefit from its own design ethos, and build a strong design identity.
Hyundai is currently pursuing a design philosophy of ‘Sensuous Sportiness’; Kia ‘Opposites United;’ and Genesis ‘Athletic Elegance.’
Simon Loasby, Vice President, who has previously led projects establishing the design visions for the Hyundai Ioniq lineup and N brand, has been appointed as the head of the Hyundai Design Center.
Ilhun Yoon, Vice President, will lead the newly established Genesis Design Center. Vice President Yoon is known for his works on Genesis X Trilogy and current Genesis line-up design as well as the future design vision of the Genesis brand. Yoon will focus on creating designs that elevate Genesis customer experience.
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