Arab Today, arab today s korea\s hyundai backs design to drive sales
Last Updated : GMT 07:01:29
Arab Today, arab today
Arab Today, arab today

S. Korea\'s Hyundai backs design to drive sales

Arab Today, arab today

Arab Today, arab today S. Korea\'s Hyundai backs design to drive sales

Seoul - AFP

After winning a long battle for quality, South Korea\'s top automaker Hyundai Motor is focusing on beauty. Hyundai, together with its affiliate Kia, was ranked the world\'s fourth largest carmaker in 2010 thanks partly to a decade-long drive to improve workmanship. Now the firm sees its core competitive edge as good design, expressed in a \"fluidic sculpture\" philosophy. \"We are now in the global top five and we needed a product that could reflect that, a product that could differentiate itself from other manufacturers,\" chief designer Oh Suk-Geun told reporters last week during a rare tour of the company\'s design centre. \"We felt the importance of a fluidic softness of line, and harmony in line can also mean a car is very aerodynamic.\" The company says US sales rose around 20 percent annually over the past two years, with its salesmen attributing half of that increase to the look of the cars. The new design concept was introduced in models released in 2010 and will gradually work its way through the whole line-up, through facelifts for existing models or new car launches. In April Hyundai will showcase its new Santa Fe SUV at the New York motor show. Oh said Koreans appear to have a talent for the job, making up a quarter of the design staff at one US automaker. But he says it\'s also important to give free rein to the 300 designers working in Korea. Some 200 more work overseas. Hyundai sends designers on courses abroad and on refresher trips to destinations as diverse as Patagonia and Egypt. \"We send them to these countries with no particular assignment, but they come back with more ideas, more refreshed and create more value,\" Oh said. The design facility is part of Hyundai\'s research and development centre covering 870 acres (350 hectares) at Namyang, south of Seoul in Gyeonggi province. \"Day to day, the biggest obstacle (to creativity) is the work environment,\" said Oh of the heavily industrialised surrounding region. \"There\'s nothing too aesthetically stimulating in the surroundings.\" So staff, he said, are free to go sketching outside the office, in a cafe or downtown, \"wherever they feel comfortable\". Hyundai is the newest of the world\'s top automakers. Its first own-brand model was the boxy Pony in 1974 -- created with British manufacturing expertise, Italian design and a Japanese engine. The Pony was also South Korea\'s first mass-produced car. Design is now a painstaking process involving freehand sketches, scale models, three-dimensional digital visualisation and a high-quality lifesize clay model. The end result is kept highly confidential, with photography banned during last week\'s visit and cars swathed in dustsheets to hide them. After applying its fluidic sculpture concept to create a family look, the company uses two radiator grille designs -- one hexagonal, one wing-shaped -- to distinguish between premium and less expensive models. \"As Hyundai expands to become a global brand, we need to make an emotional connection to our customers,\" said Casey Hyun, creative design manager. \"Previously we did not have a consistent brand or identity. \"We need a distinctive family look but we need a design distinction between (market) segments.\" Oh said the company will work towards a simpler and more refined design for future models and he was focusing on German carmakers. \"They are very good with aesthetics and the premium image that we are working towards.\" Hyundai\'s designers, he said, now tend to have the upper hand over engineers in conflicts over new models -- although engineers were also coming to appreciate the importance of looks in winning sales. The disputes, he said, are \"part of a natural process of wanting to design something aesthetically beautiful\".  

arabstoday
arabstoday

Name *

E-mail *

Comment Title*

Comment *

: Characters Left

Mandatory *

Terms of use

Publishing Terms: Not to offend the author, or to persons or sanctities or attacking religions or divine self. And stay away from sectarian and racial incitement and insults.

I agree with the Terms of Use

Security Code*

Arab Today, arab today s korea\s hyundai backs design to drive sales Arab Today, arab today s korea\s hyundai backs design to drive sales

 



Name *

E-mail *

Comment Title*

Comment *

: Characters Left

Mandatory *

Terms of use

Publishing Terms: Not to offend the author, or to persons or sanctities or attacking religions or divine self. And stay away from sectarian and racial incitement and insults.

I agree with the Terms of Use

Security Code*

Arab Today, arab today s korea\s hyundai backs design to drive sales Arab Today, arab today s korea\s hyundai backs design to drive sales

 



Arab Today, arab today
Arab Today, arab today Youssra depended on colored foam

GMT 16:53 2017 Tuesday ,05 September

Youssra depended on colored foam
Arab Today, arab today US travel restrictions are still 'Muslim ban'

GMT 00:54 2017 Tuesday ,26 September

US travel restrictions are still 'Muslim ban'
Arab Today, arab today Etiquette expert underlines importance of gifts

GMT 17:52 2017 Sunday ,03 September

Etiquette expert underlines importance of gifts
Arab Today, arab today Israel builds settlements 'at high rate'

GMT 01:04 2017 Tuesday ,26 September

Israel builds settlements 'at high rate'
Arab Today, arab today North Korea 'more opaque'

GMT 10:50 2017 Sunday ,24 September

North Korea 'more opaque'
Arab Today, arab today
Arab Today, arab today
Arab Today, arab today Personality study finds fish have hidden depths

GMT 00:43 2017 Tuesday ,26 September

Personality study finds fish have hidden depths
Arab Today, arab today 'Lady Beast' fights for girl gamers

GMT 10:27 2017 Sunday ,24 September

'Lady Beast' fights for girl gamers
Arab Today, arab today Botanical gardens a lifeboat

GMT 02:50 2017 Tuesday ,26 September

Botanical gardens a lifeboat
Arab Today, arab today The history of solar eclipses

GMT 05:16 2017 Sunday ,20 August

The history of solar eclipses
Arab Today, arab today Chevrolet's first 9-speed auto debuts

GMT 18:58 2017 Monday ,25 September

Chevrolet's first 9-speed auto debuts
Arab Today, arab today Third generation adds more power

GMT 13:40 2017 Sunday ,24 September

Third generation adds more power
Arab Today, arab today Lebleba is preoccupied in filming 'Back Street'

GMT 08:56 2017 Thursday ,21 September

Lebleba is preoccupied in filming 'Back Street'
Arab Today, arab today Conditions growing dire    

GMT 09:22 2017 Monday ,25 September

Conditions growing dire    

GMT 08:59 2017 Wednesday ,20 September

Youssra prepares for launching her program

GMT 10:16 2017 Friday ,22 September

All eyes on May as she prepares

GMT 16:53 2017 Saturday ,02 September

Mai importance of gifts during Eid Al-Adha

GMT 05:05 2017 Sunday ,24 September

Psychologists help Mexico deal

GMT 10:46 2017 Saturday ,05 August

Nanis reveals simple ideas for home renovation

GMT 12:02 2017 Sunday ,24 September

Harry visits mental health hospital

GMT 12:09 2017 Sunday ,24 September

Taxi! Transport gets an overhaul

GMT 17:12 2017 Monday ,07 August

Al-Shawaifi reveals secrets of total solar eclipse

GMT 12:46 2017 Thursday ,21 September

Google likely to buy stake in Taiwan smartphone maker HTC

GMT 11:37 2017 Saturday ,12 August

Fashion designer reveals her new collection
Arab Today, arab today
Arab Today, arab today
 
 Arab Today Facebook,arab today facebook  Arab Today Twitter,arab today twitter Arab Today Rss,arab today rss  Arab Today Youtube,arab today youtube  Arab Today Youtube,arab today youtube
arabstoday arabstoday arabstoday arabstoday
arabstoday arabstoday arabstoday
arabstoday
بناية النخيل - رأس النبع _ خلف السفارة الفرنسية _بيروت - لبنان
arabstoday, Arabstoday, Arabstoday