Hyundai Explains Its New Design Philosophy: 'Stronger, Not Louder'

Hyundai's North American Design Boss Gives Glimpse into the Future of the Brand's Iconic Look In an exclusive interview, Hyundai's top design executive in North America shared insights into the company's vision for its future vehicles, specifically highlighting the Boulder concept. The Boulder, unveiled at the 2022 Detroit Auto Show, marked a significant departure from Hyundai's traditional design language, embracing a more rugged and adventurous aesthetic. With the next iteration of Hyundai's design language on the horizon, industry insiders are eager to learn what changes and refinements can be expected. What design cues will carry over, and which will be replaced, as Hyundai continues to push the boundaries of automotive design?

We sat down with Hyundai's North American design boss to discuss the Boulder concept and the next iteration of the brand's design language.