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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, Kia and U of M studying 'highway hypnosis'

Next up on the hot-button list of things that can kill you behind the wheel: "highway hypnosis." That's the zombie-like, autopilot phase you get into on a long highway drive when there isn't much to distract you, like curves or traffic. Digging further into what it is and how to combat it, Hyundai-Kia engineers and the University of Michigan are commencing a study that will measure brainwave activity in order to track the body's slide into highway hypnosis.
We're not sure how much overlap this has with Mercedes-Benz's Attention Assist, which tracks more than 70 in-car parameters to determine when you're not focused on the road anymore. That system is billed as an alarm against fatigue, in our experience it does more than that - if you use your phone while driving, for instance, it will chirp.
They don't know what form a warning system will take yet, but Hyundai-Kia plans to develop a method for warning drivers when they being to zone out. According to the National Highway Traffic Safety Administration, there were more than three thousand deaths and nearly 400,000 injuries due to distracted driving in 2011.

Autoblog Podcast #391

Episode #391 of the Autoblog Podcast is here, and this week, Dan Roth, Mike Harley and Brandon Turkus talk about the appointment of Kumar Galhotra to run Lincoln, changes coming for Scion, the Dodge Charger SRT Hellcat, and which cars won't live into 2015. We also take a quick detour to talk about the Infiniti Q50 Eau Rouge prototype, which Mike Harley just came back from driving. We start with what's in the garage and finish up with some of your questions, and for those of you who hung with us live on our UStream channel, thanks for taking the time. Check out the new rundown below with times for topics, and you can follow along down below with our Q&A. Thanks for listening! Autoblog Podcast #391: Topics: 2015 Infiniti Q50 Eau Rouge Prototype New boss at Lincoln Scion xB, iQ ending soon Dodge Charger SRT Hellcat Cars that won't live to 2015 In the Autoblog Garage: McLaren 650S Hyundai Genesis Hosts: Dan Roth, Michael Harley, Brandon Turkus Runtime: 01:42:06 Rundown: Intro and Garage - 00:00 Infiniti Q50 Eau Rouge - 30:05 Kumar Galhotra to Lincoln - 34:32 Scion Changes - 43:58 Dodge Charger Hellcat - 54:25 Discontinued Cars - 01:06:24 Q&A - 01:22:59 Get the podcast: [UStream] Listen live on Mondays at 10 PM Eastern at UStream [iTunes] Subscribe to the Autoblog Podcast in iTunes [RSS] Add the Autoblog Podcast feed to your RSS aggregator [MP3] Download the MP3 directly Feedback: Email: Podcast at Autoblog dot com Review the show in iTunes Hirings/Firings/Layoffs Podcasts Dodge Hyundai Infiniti Lincoln McLaren Scion Supercars mclaren 650s