Currently reading: Hyundai plots radically different designs for all future EVs
Korean firm to move away from Russian doll approach towards a "chess piece" philosophy

Hyundai’s future cars will feature unique designs in an attempt to move away from a traditional Russian doll-style model range, the firm’s design chief SangYup Lee told Autocar. 

Speaking at the 2022 Autocar Awards, Lee suggested Hyundai would shift its models to suit different lifestyles, with each of the Korean firm’s owned brands, including premium offshoot Genesis, to cater to specific areas of the market. 

“What we are doing is a little bit different than other OEMs are doing,” Lee said. “They’re doing a Russian doll approach - a cookie cutter approach - we are doing a 'chess' approach.

“Each piece of chess looks and functions differently, but put together they work as a team.

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