Hyundai Motor Company and Kia have overhauled their design units to launch an overarching design management for the two brands, according to Hyundai Motor Group, Friday.
The move represents the global automotive giant’s desire to compete in the design of future electric vehicles and advanced mobility such as purpose-built vehicles (PBV), robotics, urban air mobility and regional air mobility.
The group’s two subsidiaries have merged their design centers to introduce the Global Design Headquarters. The new headquarters has two sub-offices: Hyundai Genesis Global Design Center and Kia Global Design Center. The former is split further into Hyundai Design Center and Genesis Design Center.
The reshuffle has equipped the group with better working environments for design work dedicated to each of its sub-brands by maximizing their uniqueness, the group said. The design motto for Hyundai Motor Company, for example, is “sensuous sportiness,” while Kia’s design direction is “opposites united” and Genesis’ is “athletic elegance.”
The overhaul has taken place in leadership as well. Luc Donckerwolke, chief creative officer of Hyundai Motor Group, has been given new responsibility as chief design officer for the new headquarters.
Lee Sang-yup, executive vice president of Hyundai Motor Company and head of Hyundai Design Center, has been charged with leading the Hyundai and Genesis Global Design Center. Karim Habib, executive vice president of Kia, has become head of the new Kia Global Design Center.
Donckerwolke said the group’s latest organization reshuffle will lead to the development of innovative designs for future mobility to be introduced by Hyundai and Kia.
“Amidst today’s fast-paced mobility market, we will broaden our path for communication with our consumers by tackling more design challenges,” he said.
