Hyundai's future a matter of design

Hyundai’s HCD-14 concept unveiled more than just the future design direction for the brand’s premium models.

It also gave that vehicle’s designer, Chris Chapman, a chance to speak candidly about the brand’s plans for a premium SUV, and to sing the praises of the new president of Hyundai and Kia design, Peter Schreyer.

Speaking at the reveal of the Genesis HCD-14 concept in Detroit, Mr Chapman, who has worked previously for Isuzu, Ford and BMW, became design chief at Hyundai’s Design Centre in Irving California in 2011, told motoring.com.au that he has previously penned models that include BMW’s E87 1 Series, previous-generation X5 and facelifted X3, as well as the Hyundai Veloster and Curb crossover concept.

The Teutonic influence of Mr Schreyer is well known in Kia’s latest model portfolio, and with the former BMW architect Chapman now working side-by-side, morale is at an all-time high.

“I think [having Mr Schreyer on board] is going to be positive,” remarked Mr Chapman.

“His work and the results that he’s achieved speak for itself. I think we’re all up for a really good talent with him on board. He’ll provide a grand vision that brings things together while at the same time creating proper differentiation between the Hyundai and the Kia brands.”

Mr Chapman explained that cohesion between the two design teams was at times lacking, and that improved communication under one head would greatly improve efficiency and individuality.

“Actually, by having that position [referring to the new president’s role] there will be more communication between the two brands, which I think is necessary,” admitted Mr Chapman. “At the same time we’ll know eachother’s paths more clearly.”

The bearded and amiable Chapman said he was already well underway with a number of new projects, which included the 2014 Genesis Coupe slated for Australia.

“We’re beginning to work on that right now, so [it will be here] within a few years. It’s definitely an emotionally grabbing kind of car,” he hinted.

When asked if any of the design cues seen in the HCD-14 concept will make it to production, Mr Chapman was unequivocal.

“I think you need to register what’s happening out there with the consumer. [Knowing] what they want and what they react to is critical, and you need to respond with the right product,” he said.

“People are starting to realise that proportions are super important - [it’s] something designers have been saying for a really long time. [Consumers] are willing to compromise things like rear headroom for the sake of having a cool-looking car.

“When you talk about consumers comparing one car to the next and saying ‘that one has a little more headroom’, these are hard-fact numbers that [as a designer] you can’t fight against. All you can fight against are those emotional ticks that happen when someone wants to buy a car and says ‘I don’t care if it’s half an inch lower, I want that one’”.

With a history steeped in SUV design, Mr Chapman jumped at the opportunity to hypothesise on Hyundai’s potential for a prestige rival to the X3 or X5, saying it’s among the many considerations the brand will investigate under its premium model arm.

“I don’t think it’s out of the grasp of Hyundai to be able to do that,” he replied quickly.

“They [Hyundai] certainly have a developing heritage in SUVs, like the Santa Fe. It gives a lot of dignity and respect to the owner, so I can imagine it might go that way. But I also think the company is smart in that respect. It just wants to take the proper steps. It doesn't necessarily want to grow too fast, be out of whack, or follow someone else’s path.”

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