Hyundai to Strengthen Family Design Language—But No "Copy-Paste"

Hyundai is planning to establish clearer visual connections across its model lineup but emphasizes it will avoid a "one-size-fits-all" approach. Xavier Martinet, CEO of Hyundai Europe, stated that future models in different segments will share subtle design elements to enhance overall brand recognition while retaining their distinct personalities. For example, SUVs like the new Santa Fe will continue with bold, boxy styling, while the Ioniq series of electric vehicles will maintain a sleek, aerodynamic look. This strategy stems from the "chess piece philosophy" proposed by Chief Design Officer SangYup Lee—each model is like a unique piece on a chessboard, with its own role and character. Martinet made it clear that Hyundai will not follow certain brands that overly homogenize their designs; instead, the goal is to create a "coherent, family-oriented identity" rather than visually identical replicas.