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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.

2014 Kia Forte Koup SX

The Kia Forte and Hyundai Elantra have long followed similar paths, with each available in a four-door sedan, a five-door hatch and (most recently) a two-door coupe bodystyle. The recent death of the Hyundai Elantra Coupe in the US may be threatening to change the narrative on these two affordable compact lines, of course, but the Korean two-doors have a lot in common under their distinct skins. Their most recent iterations came to market under the power of the same 2.0-liter, 173-horsepower four-cylinder paired with six-speed automatic transmissions and riding atop MacPherson strut front suspensions and torsion-beam setups out back. Each arrived weighing between 2,800 and 3,000 pounds and could be had in base form for less than $20,000. Considering this, the empirical performance stats figured to be similar.
There's an important distinction to be made, however. Rather than offer a simple two-door version of a four-door car, like Hyundai did with its Elantra Coupe, Kia has gone to lengths to craft a vehicle with its own unique attitude and attributes. Kia has embraced a sportier stance with its two-door Forte Koup, offering up a standard six-speed manual and going further in an effort to craft a more unique, aggressive coupe design.
That drive to be different was further accentuated last year, when Kia raided Hyundai's parts bin and plucked out the 1.6-liter turbocharged four-cylinder from the Veloster Turbo. The resulting car is decidedly different than any other Forte we've tested, while also feeling like a better all-around product than the smaller hot hatch it stole its engine from. To see just how much better, we drove the Forte Koup SX for a week and set about seeing how this enhanced model stacks up as a performance offering.

Recharge Wrap-up: Kia Soul EV, Renault Zoe range boosts

California has removed its limit on the number of HOV lane access stickers available for plug-in hybrids. While the state removed limits for white stickers for solo drivers of battery electric vehicles to use the carpool lane, the green stickers for PHEVs and range-extended EVs had a limit of 85,000, which was reached months ago. Now, BEVs and PHEVs will each have an unlimited number of access stickers until the program expires on January 1, 2019. Read more at Green Car Reports. Kia could improve the driving range of the Soul EV in order to better compete with newer offerings. While its 93-mile range was competitive with most EVs when it was launched as a 2015 model, the Nissan Leaf and BMW i3 have since surpassed it, and other forthcoming affordable EVs like the Chevy Bolt and Tesla Model 3 will set the bar even higher. As such, Autocar says the Soul EV should get a range boost with a mid-cycle refresh for the 2018 model year. Read more at Autocar, and at Green Car Reports. Renault said to be set to unveil a new Zoe EV with a driving range of over 200 miles. With a debut at the Paris Motor Show in October, the popular European EV hatchback will about double its current range. Using a new battery pack from LG Chem, as well as a smaller, more efficient electric motor, the improved range would help make the Zoe even more popular as people make the switch to electric driving in Europe. Read more from Electrek. Related Gallery 2016 Renault Zoe Z.E.: Geneva 2016 View 16 Photos News Source: Green Car Reports, Green Car Reports, Autocar, ElectrekImage Credit: Kia Government/Legal Green Kia Renault Electric recharge wrapup