Since its introduction in 2009, Hyundai’s unique design philosophy “Fluidic Sculpture” has evolved to the next level and the all-new Genesis is the first model to adopt “Fluidic Sculpture 2.0”. While maintaining its original essence, “Fluidic Sculpture 2.0” is defined by core elements: simple and harmonious design with refined fluidic design elements, modern Hyundai look with a singular hexagonal grille, easy-to-understand and pleasant design and rich visuo-tactile color, material and finishing of the car. Designed based on this new philosophy, the all-new Genesis boasts a premium sports sedan look with refined, “in-motion” design esthetics.
Since the South Korean KIA brand with Peter Schreyer at its helm has shown for some years that design is one of the new key strengths of the Seoul-based Hyundai KIA group, the large Hyundai models have now also been revamped aesthetically for international competition and present themselves with a sporting, premium look. Acknowledging his successful design leadership, Peter Schreyer was appointed president of KIA on January 2nd 2013 and, since January 13th 2013, he has also been responsible for the international activities of the Hyundai design studios. Under his guidance, there will certainly be more surprises to come from the design centers in Germany, the US and Japan. We, for one, were surprised by the presentation of the Hyundai Genesis and the new ‘Fluidic Sculpture 2.0’ design philosophy: precise and unique line management and a distinctive, unmistakable character that is also present in the large Hyundai models. Until this, the company had still been quite restrained in this segment.