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"...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.""

Source - Wall Street Journal - Link to article - http://online.wsj.com/article/SB10001424052748704754604575095102431859856.html?mod=googlenews_wsj