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Hyundaia��s creative design manager Casey Hyun, on the gurus in his profession, and his latest a�� the new i20

Ask Casey Hyun to sum up what car design is all about, and he shares that ita��s about creating motion. a�?Ia��ve seen cars from different generations and from around the world. Car designers visualise the movement (of the car),a�? says the creative design manager of Hyundai Motor Company, who was recently in the city to launch the companya��s updated version of their popular hatchback, the Elite i20. A part of the Korean company for close to a decade, Hyun has created cars like the Sonata YF and i30 (aka Elantra Tourin), and when asked to describe his work, he points to Hyundaia��s new design philosophy, Fluidic Sculpture a�� a concept introduced in India since 2010, that believes in a�?simplicity, ease of use, comfort, reliability, enhanced safety, high quality and style.a�?

Hyundai-Elite-i20-motion-acThe companya��s latest release, the Elite i20, is the first car to feature the next phase of their design a�� Fluidic Sculpture 2.0, that is more refined and sophisticated. a�?Sort of like a muscular person wearing a suit,a�? he says, adding that design plays a vital role in the Indian market. a�?An Indian customer seeks a high level of value-for-money along with their aspirational requirements,a�? reasons Hyun, who lists Car Design News (UK, web) Wheels Magazine (Australia, print), Car (UK, print & web), Paultan (Malaysia, web) and Autoblog (US, web) as his favourite reads. a�?Wea��re going into finer details now,a�? he smiles, stating the Elite i20a��s higher contrast surfacing (more convex and concave surfaces) and refined lines as examples.

Hyun believes that bigger brands are going in for a greater level of expression. a�?When people know what your brand is, you can go for a more mature design. There is no need to be loud,a�? he says adding that a�?diversificationa�� is his prediction for the future. a�?You will see more diverse designs by different brands,a�? he says, concluding with an example, a�?More brands are having their own unique colour a�� like our blue and silver.a�?

Caseya��s icons
?A� Peter Schreyer: He is a great person and a great designer. Changed the whole paradigm of automotive design from the mid 90s.
?A� Steve Mattin: Hea��s not one to enjoy the spotlight, but is among the true automotive design talents in the world. I grew up idolising his Mercedes-Benz S Class (W220).
?A� Carl Nielson: Herea��s a description about the man behind my life adventure of becoming an industrial designer a�� a�?As a key figure in Australian post-war Industrial Design and design education, he is probably not as well-known as he ought to bea��.

a�� Ryan Peppin