TodayApril 15, 2022

Hyundai wins DMI Sensuous Sportiness design

Hyundai Sensuous? Yep

  • Hyundai’s Sensuous Sportiness design identity and strategy wins the Design Management Institute’s (DMI) Design Value Award 2020
  • The award recognizes Hyundai’s customer-centric approach to innovative design for diverse lifestyles
  • Hyundai will continue to design for functional improvement and to form emotional ties with customers

Hyundai Motor Company announced its win of the 2020 Design Value Award 2020 from the Design Management Institute (DMI) in Boston, Mass.

The award recognizes Hyundai’s efforts to establish a distinctive brand character through its ‘Sensuous Sportiness’ design identity and ‘Hyundai Look’ lineup strategy. This is the first time Hyundai has won DMI’s Design Value Award, which recognizes “teams which have delivered significant value through design or design management practices.” The latest win shows that Hyundai’s recent customer-centric design approach creates meaningful value in its customers’ daily lives.

“We are honored to be recognized for creating a distinct brand identity for Hyundai through customer-centric design that gives the brand a competitive advantage in the global marketplace,” said SangYup Lee, Head of Hyundai Global Design Center and Senior Vice President at Hyundai Motor Company.

Hyundai has built a global reputation for offering well-designed automobiles of exceptional quality, value, safety, and reliability. In recent years, the company’s strategic design direction has shifted from producing vehicles with a homogenous Family Look to developing a diversified lineup with a Hyundai Look. The goal is to allow for more customer-centric designs using the brand’s Sensuous Sportiness design identity as the core foundation.

Today, Hyundai’s designs aim to meet the diverse needs of customers worldwide, considering ever-evolving lifestyles, technological advances, and unmet needs.

Each model is designed with its own unique character based on customers’ different lifestyle needs. Each model is fulfilling a distinctive role in the Hyundai lineup, like individual pieces in a chess set.

Each Hyundai model is differentiated through light architecture forms with signature daytime running lights (DRLs). For example, the Parametric Jewels pattern introduced on the all-new Tucson is incorporated into the latest designs with a combination of evolutionary front grille and headlamps to give a unique vehicle image.

Founded in 1975, the DMI is an international membership organization that connects design to business, culture, customers, and the changing world.

Lou Ann Hammond

Lou Ann Hammond is the CEO of Carlist and Driving the Nation. She is the co-host of Real Wheels Washington Post carchat every Friday morning and is the Automotive, energy correspondent for The John Batchelor Show and a Contributor to Automotive Electronics magazine headquartered in Korea. Hammond is a founding member of the Women's World Car of the Year #WWCOTY, and board member of the Women in Automotive.

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