Automotive

Published on June 11th, 2018 | by Amirul Mukminin

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Hyundai at the 2018 Busan International Motor Show

Hyundai Motor today elaborated on a step forward in its design philosophy with providing a more detailed blueprint for ‘Sensuous Sportiness’ by unveiling the HDC-2 ‘Grandmaster’ SUV concept and presented a new N Brand Global Strategy with line-up expansion at the 2018 Busan International Motor Show.

Having first introduced the ‘Sensuous Sportiness’ direction with the HDC-1 ‘Le Fil Rouge’ concept vehicle at the Geneva Motor Show earlier this year, Hyundai further explored and elaborated on the philosophy with its latest SUV concept vehicle, the HDC-2 Grandmaster concept.

The Le Fil Rouge sedan provided a clear direction for Hyundai’s design philosophy, while the new SUV concept vehicle further proved the versatility of this design language that will be portrayed in future Hyundai vehicles, opening up new possibilities for an even wider spectrum of attractive designs.

Hyundai also introduced the Veloster N at the Busan International Motor Show, laying out the blueprint for its High Performance N Brand. Hyundai will further diversify its N Brand Product Portfolio including High Performance N models, N Line Vehicles with new design and performance enhancing elements and N Option, customization parts by N, which is available for the entire Hyundai line-up.

In addition, Hyundai showcased the enhanced Tucson with refined design and enhanced active safety features including a standard Forward Collision-Avoidance Assist (FCA).

Exemplifying the theme of ‘Future Mobility Life’, Hyundai divided its booth into five distinct spaces – Garage N, Hyundai Veloster Street, Design Gallery, Hydrogen Electricity House and the Life Square – all of which aim to highlight Hyundai’s design philosophy and mobility life, as well as to provide valued customer experience.

Thomas Schemera, Executive Vice President and head of the High Performance Vehicle & Motorsport Division, said “I am thrilled to share our vision for the Brand today with you. We will continue to diversify our products and tailor them to the unique needs and experiences of each customer, so that every Hyundai vehicle provides a fun-to-drive experience throughout everyday life.”

“Today we showcased two concept vehicles as a blueprint for our evolved design strategy,” said SangYup Lee, Vice President and head of Hyundai styling. “Making a big step forward in terms of design with the Hyundai Lookstrategy, we will move towards becoming a brand that customers can really relate to emotionally. Moving on from being a brand that provides a great value, we will aspire to also become a brand that is widely beloved by our customers.


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