Hyundai’s design strategy is the opposite of the more familiar Russian doll-type approach that scales the same core design up and down across a line-up.
Hyundai Design Centre boss Simon Loasby likens the approach to that of a chess set, where all the pieces on a board look different and serve different purposes, yet they’re all part of the same game. He calls it “customer-centric design”: you think of the needs of those for whom the car is created rather than trying to produce a bigger or smaller version of the car you just made.
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