Even afore the admission of the Tucson, the adverse amid Hyundai’s articles was acceptable clear. Back attractive at the grille—and advanced end—of the Venue and Kona, the two cartage allotment about annihilation but a badge, and the aforementioned goes for the Santa Fe and Palisade. The 2022 Tucson, which Hyundai appear beforehand this week, sports a radically altered architecture than its predecessors and added Hyundai SUVs—but don’t apprehend any added Hyundai cartage to accept that aforementioned look.
That was the bulletin that SangYup Lee, arch of the Global Architecture Center at Hyundai, had for journalists at a roundtable which took abode anon afterwards the Tucson was revealed. There wasn’t abundant aberration in the designs above the Hyundai calendar aloof a few years ago, Lee said, but the automaker is affective against accepting showrooms that represent a abundant broader ambit of designs.
“We’re activity to accept a huge spectrum of Hyundai designs,” Lee said. “So back [a chump goes] to a Hyundai dealer, again the chump is able to see the accomplished spectrum of altered designs, so they will be able to accept what apparel their lifestyle.”
The architecture aggregation abaft the Tucson capital it to claiming what a agent in this chic could be, decidedly as it’s an brimming segment, in the words of Lee. Nonetheless, the designers weren’t absolutely assured that this was the appropriate way to booty the Tucson, which Lee commendations as accepting an “avant-garde” look.
“We consistently questioned ourselves: Are we absolutely creating a artefact [with boilerplate appeal]?” Lee said. In the alpha of a six- to seven-year activity aeon of a vehicle, a car with boilerplate address can be successful, Lee added, but he doesn’t anticipate that would be the case against the end of that generation, decidedly in the SUV segment.
But, as Lee noted, Hyundai would rather claiming and accomplish a account with its designs than accept a agent alloy into the crowd. Such a tactic has so far formed for the brand, as sales accept added over 20 percent in the accomplished decade, according to Car Sales Base (although they did aiguille in 2016 at 768,057, bottomward to 688,771 in 2019).
So instead of accepting the advanced end of their cartage arrange their lineup, a archetypal accepted amid automakers such as Lexus and Chevrolet, Hyundai is attractive above that. Lee said that abate details—details that originated in the 45 and Prophecy concepts—will arresting to the apple that a accustomed agent is a Hyundai, such as pixel lamps, hidden lamps apparent in the Tucson, or the hidden parametric jewel arrangement apparent in some of their grilles.
“Those capacity will accomplish the bendability of the brand. So instead [of saying] that’s a Hyundai from 100 meters away, rather back you booty a attending at it, you’ll say, ‘Ah, the pixel lamp. That’s the Hyundai character,’ ” Lee said. “Brand bendability is actual important in design, and we like to claiming cast bendability area no one abroad has challenged it before.”
The tactic of a spectrum of actualization hasn’t angry abounding buyers away, and if it has, it has brought in abundant buyers to the cast to accomplish up for it. Nonetheless, the Tucson doesn’t attending like a standard-issue crossover, and it charcoal to be apparent whether barter appetite article this radical. As approaching new articles accept the administration of Hyundai’s 45 and Prophecy concepts, the designs apparent in the Hyundai showrooms could become more polarizing.
It’s a accident Hyundai isn’t abashed of taking, but it’s still a risk.
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