Hyundai, Kia and Genesis designs to become more 'differentiated'

Luc Donckerwolke, recently appointed head of design for the entire Hyundai Motor Group, has outlined his vision for the automaker. Speaking with Autocar, he said his team's "core task is to differentiate the design philosophy of the three brands". Part of this desire stems from the stranglehold the company has on the South Korean market, where it accounts for 70% of all new car sales. Failure would see the Korean automotive landscape become "too homogeneous" from a design standpoint.

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