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Hyundai Group design chief wants more differentiation between models and brands

Luc Donckerwolke, the man who oversees design at Hyundai, Kia, and Genesis, is determined to get more differentiation into the model range. He not only wants greater visual separation between all the models in the range, he also wants more distinction between Hyundai Group cars and others in the respective segments, and global distinctions so that a Hyundai in China doesn't necessarily look like one built for North America. He told Autocar, "We will not have a global design language because otherwise it's too rigid. [The alternative is] more work, but it's more flexible." Donckerwolke gets an extreme look at the results of homogeneous design, because an enormous number of cars on the road in South Korea are Hyundai Group products. "[Our] core task is to differentiate the design philosophy of the three brands, not least because we have a big [around 70%] share in Korea. We need to differentiate each model, otherwise the landscape is too homogeneous." Top-down, each brand gets a design brief. Hyundai will be Hyundai's "sexy, seductive and sensuous, sporty, eager and stylish," holding onto its value proposition while adding emotion. Kia will be "young, challenging and cool — cooler than before," said brand design chief Byungchul Juh, with Donckerwolke adding that it's about "streetwear — bold, fresh and young." And Genesis is "haute couture." Donckerwolke characterizes the design philosophy as not "Russian dolls but ... chess pieces, with a look that reveals its own charismatic character. For example, Kia's used to be about the tiger nose grille, separate headlights and the lower intake. Now it's going to be more of a mask that will deliver sportiness and a presence." Kia designer Juh said, "There will be a distinct version of tiger face for each segment, and we'll keep the tiger nose grille. In principle it's the same, but there's a different interpretation for each segment, and more of a 3D feeling. We're moving from a nose to a face." The sketches we've seen of Kia's coming small global crossover take a first step, and we're told the next Sportage will make more impact than the new Tucson. As for Hyundai, the next Sonata will "be the design flag-bearer." We wait to see how much of the vehicle all of this affects. But right now, look at the 2020 Elantra and Sonata from the front three-quarter; ignore their front fascias, and they're two sizes of one sausage.

Hyundai Sonata's slow sales start to trigger more daring redesign

On paper, the latest Hyundai Sonata has been a winner. The sedan sold 216,936 units in 2014, around 13,000 more than the previous year, and the new model posted healthy year-over-year gains in both December and November. However, according to a report from Wards Auto, the Korean brand isn't happy with how the vehicle is doing and is planning a redesign, to be timed with the future refresh. Unveiled at the 2014 New York Auto Show, the latest Sonata has a more refined, almost luxurious air about it, and the sedan ditches the swooping styling from the previous generation. It also comes at a slightly lower base price. But the more mature design is also the problem. Hyundai Motor America CEO Dave Zuchowski told Wards during the 2015 Detroit Auto Show that the new model was "not as distinctive" as its predecessor. Previously, "people would seek us out because we look different. And we don't get that now," he said. While no details on the redesign were divulged, Zuchowski said the company was already at work on the shape. He suggested the changes would debut for the Sonata's refresh, likely in the 2017 or 2018 model years. Autoblog reached out to Hyundai about the possible design change and spokesperson Derek Joyce told us, "Dave was simply referring to our normal mid-cycle refresh where it's typical to make styling tweaks." According to Wards, the latest Sonata isn't conquesting as many buyers from other brands as Hyundai would like. The company reportedly raised incentives to get them to move. So while sales were up, the automaker was disappointed. AutoTrader senior analyst Michelle Krebs confirmed to Autoblog that incentives were high for the Sonata, but that had nothing to do with its design. "The midsize car segment has fallen out of favor with buyers who want utilities so they are carrying very heavy incentives. We expect that trend to continue and then some in 2015," she said. A previous report also claimed that the 2015 Sonata wasn't living up to sales expectations in part due to its more traditional styling. But the company shot down those claims because the sedan was still rolling out the entire range to dealers at the time. Even now, Hyundai is still adding the Sonata Hybrid and Plug-In to the lineup in the coming year.

Trump encouraged by talk of 'a level playing field' on trade with South Korea

South Korea is a longstanding American ally, but President Donald Trump has spoken harshly about U.S. trade imbalances and threatened to tear up the bilateral trade pact. "We will do more to remove barriers to reciprocal trade and market access," Trump said, adding that the two leaders had talked about the thorny trade areas of steel and autos. Trump said he was encouraged by South Korea's President Moon Jae-in's assurances that he would seek a level playing field for American workers and businesses, particularly automakers. A joint statement said the two sides had agreed to work together to reduce over supply of basic materials such as steel and non-tariff barriers. It also said Trump had accepted an invitation from Moon to visit South Korea this year. Bonnie Glaser, senior adviser for Asia at the Center for Strategic and International Studies think tank, said it was unwise for Trump to air the trade issue so publicly. "Public complaints by Trump about unfair trade and inadequate defense spending provide opportunities for China and North Korea to drive a wedge between the allies," she said. The U.S. goods trade deficit with South Korea has more than doubled since the U.S.-Korea free trade pact known as KORUS took effect in 2012. The agreement was forecast to boost U.S. exports by $10 billion a year, but in 2016 they were $3 billion lower than in 2011. At the start of Friday's talks, U.S. Commerce Secretary Wilbur Ross said the largest component of the deficit was automotive trade and many non-tariff barriers to U.S. auto exports to South Korea remained. "I think the way to address it is to deal product by product with what we can do to change the export side and what we can do to reduce the bad imports side," he said. Ross said later on Friday that some progress had been made in the talks. The current pact was agreed to despite protests by supporters of Moon, who was then in opposition. But analysts have suggested that given the need to preserve a unified front in the face of a hostile North Korea, there could be compromise on both sides to resolve issues. (By David Brunnstrom and Lisa Lambert. Additional reporting by Fatima Bhojani, Roberta Rampton, Tim Ahmann, David Chance, David Lawder and Eric Beech; Editing by Bill Trott and Andrew Hay) Related Video: Image Credit: Kim Hong-Ji / Reuters Government/Legal Genesis Hyundai Kia trade