"...the company attempts to end its long streak of a safe-looking, me-too cars and sport-utility vehicles. Some of the elements can already be found in the company's 2010 Tucson sports utility vehicle and 2011 Sonata sedan.
In all three vehicles, strong lines emanate from the front center in a way that's meant to represent the aerodynamic flow of an object in motion, a concept the company's designers call "fluidic sculpture."
"We want to create some provocative designs," says Oh Suk-geun, Hyundai's chief designer. "We're not going to design clean and simple shapes. We want to say something."
Now, even the company's smaller cars are getting a remake. By the middle of next year, Mr. Oh says, "We will have a certain face, a DNA.""
We couldn't agree more with this idea For one, the cars that keep a distinctive look are usually luxury brands, so it would help speak to quality. And on top of that, Hyundai owners tend to be very very loyal. We're talking absolutely dedicated to spreading the Hyundai name. It's one of the main reasons Hyundai has grown this past year when total US automotive sales (for all brands) were down 20%. Our word of mouth marketing, as in happy owners spreading the news, has been more effective than any TV commercial could possibly be. Having something else for people to cling on to, something that says "Here's a Hyundai!" could really help with that effort. So here's hoping this becomes a reality, and if the look of the 2011 Sonata is any indication (which this article suggests is the case) we're really looking forward to this change in design thinking.
Source - Wall Street Journal - Link to article - http://online.wsj.com/article/SB10001424052748704754604575095102431859856.html?mod=googlenews_wsj