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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.

2016 Kia Optima builds on third-gen car's sense of style, efficiency

When Hyundai launched the sixth-generation Sonata in 2009, it gave the world its first real taste of how good a Korean car could be. When Kia launched the redesigned Optima a year later, though, it showed the world just how good a Korean car could look. The handsome design of third-generation car has translated wonderfully to its fourth generation. The attractive sheet metal is evolutionary, rather than revolutionary, building on the looks of the previous car, with Kia's trademark grille treatment stretched wide, and better integrated with the headlights. Vertical foglight surrounds and an independent lower grille, meanwhile, make for a more aggressive fascia. LED taillights, an integrated diffuser and a pair of meaty oval exhausts are the highlights in back. Once again, the links to the current car are quite clear. The new Optima should boast some improvements to the current car's technology, as well. A six-speaker stereo is standard, although audiophiles will flock to the optional 14-speaker Infinity unit. Connectivity, being what it is, was also addressed, with Kia offering a new version of the company's UVO infotainment system. Running on an eight-inch touchscreen, the Optima's latest infotainment system integrates neatly with both Android Lollipop and iOS 8. Under hood, Kia will continue to offer a standard, naturally aspirated 2.4-liter four-cylinder, as well as an optional 2.0-liter, turbocharged four-cylinder. Power for both engines is estimated to be down compared to the current car, with the 2.4 dropping from 192 horsepower and 181 pound-feet of torque to 185 hp and 178 lb-ft, and the 2.0T losing 27 of its 274 hp and nine of its 269 lb-ft. Kia is claiming that both engines have been retuned for fuel economy, although it wasn't able to provide any figures to back up that argument. On top of the 2.4 and 2.0T, Kia will also offer a 1.6-liter, turbocharged four-cylinder, complete with the company's first seven-speed dual-clutch transmission (the previous two engines are mated to six-speed autoboxes). The 1.6, which Hyundai/Kia fans will know from the Veloster Turbo and Forte range, produces 178 hp in the Optima, which is paired with 195 lb-ft of torque. Have a look at the images of the all-new Optima, and then scroll below for the official press release.

2015 Kia K900 debuts as brand's RWD flagship model

Despite the fact that executives at both Hyundai and Kia alike have said on numerous occasions that the two companies are separate entities (and largely, they are), there's still a lot that's shared between the two brands. Common platforms and powertrains are found in a number of different Hyundai and Kia products, though the end results have typically been cars that, to the consumer's eye, are quite different. So when Hyundai got its first rear-wheel-drive sedan, the Genesis, a few years ago and followed it up with the larger, more luxury-oriented Equus, it was only a matter of time before sister company Kia got a slice of the RWD pie. And the first product to use this architecture is this, the new K900 sedan that makes its debut at the LA Auto Show.
Kia will offer the K900 with both V6 and V8 power.
Think of the K900 as something of a mix between the Genesis and Equus. All three share the same platform, but the K900 share the Equus' 119.9-inch wheelbase, as well as its front and rear tracks measured at 63.8 and 64.1 inches front and rear, respectively. But unlike the V8-only Equus, Kia will offer the K900 with both V6 and V8 power, like the Genesis. In fact, the K900 will offer the same two engines, although tuned slightly differently, as the Genesis: a 3.8-liter V6 producing 311 horsepower (no torque output is listed as of this writing) and the company's 5.0-liter Tau V8 producing 420 horsepower (oddly, Hyundai rates the Genesis and Equus at 429 hp with this same engine, though that's with premium fuel). Eight-speed automatic transmissions are standard with either powerplant, with Eco, Normal and Sport shift settings.