Hyundai is moving to establish a unified design language across its electric vehicle lineup, a strategy aimed at strengthening brand recognition as the market becomes increasingly competitive. The South Korean automaker, known for the distinctive and often bold designs of its EV models, determined that a more cohesive visual identity is needed, while still allowing for individual model character.
“We seek to create something that no one else in the market has,” said Javier Martinets, Head of Hyundai Europe, noting the introduction of a common design language is intended to address a current lack of visual connection between models – such as the IONIQ5, IONIQ6, and IONIQ9. The decision highlights the growing importance of brand consistency in the rapidly expanding EV sector.
According to Martinets, the company’s overall design strategy will remain focused on innovation. “Perhaps in the past, a unified family feeling wasn’t formed between our models. That’s something we’re working on, but we won’t grow copycats making all cars the same. We see that some brands may have gone too far in that direction,” he said in an interview with Autocar.
Hyundai plans to style its crossovers with a more angular aesthetic, drawing inspiration from the current Santa Fe model, while hatchbacks and sedans are expected to feature more flowing lines. The move reflects a broader industry trend toward differentiating vehicle types through design cues.
Company representatives emphasize that price and design are two of the primary considerations for consumers during the car-buying process. “Of course, price is a given, but we won’t buy a car that we don’t like visually,” they stated. This underscores the critical role of aesthetics in driving sales and brand loyalty.
