Hyundai accelerates into luxury design
South Korea’s Hyundai Motor announced that it is bringing on board internationally renowned luxury and sports car designer SangYup Lee to play a key role in its design strategy and its premium GENESIS brand.
Lee previously headed Exterior and Advanced Design at Bentley. His is set to be the vice-president of Styling at Hyundai Design Center, starting this June, the company announced on Tuesday.
“The innovative design and surprising growth of Hyundai Motor has always made me proud as a Korean while I worked overseas. Now, I want to contribute in creating world-leading automobile designs for both Hyundai Motor and the GENESIS brand,” Lee said in a statement.
In his role, the Korean designer will be in charge of design innovations, both for the exterior and interior of the cars, and will be involved in choosing the colours and materials of Hyundai Motor and GENESIS, along with senior vice-president Luc Donckerwolke, who was poached by Hyundai last year after serving as design director at Bentley as well.
“Vice-president Lee has proven himself as one of the world’s best automobile designers. His design philosophy to pursue new challenges and innovations matches the DNA of Hyundai Motor,” Donckerwolke said.
Lee holds a degree from Hongik University Department of Sculpture in Korea and Art Center College of Design in California. He has previously worked with Porsche, General Motors, Volkswagen, Audi and Lamborghini.
Away from cars
The motor company has been making headlines recently through its releases of exciting concepts in the world of applied technology.
For instance, the company created a robotic body suit, which resembled that of Marvel superhero Iron Man. The suit serves a variety of purposes, such as lifting and moving heavy objects, increasing mobility and being smart enough to collect data about the wearer to enhance its own functionality and adaptability.