It’s Bentley Standard For Hyundai
Hyundai and its now independent prestige brand, Genesis, bagged Luc Donckerwolke, Bentley’s design director last year, to lead the development of Genesis as head of Hyundai’s new Prestige Design Division. He is also global head of Hyundai design. Genesis is Chung Euisun’s (heir to the Hyundai Group) pet project.
Next month will see another Bentley employee start work at Hyundai as vice president of Hyundai and Genesis design. SangYup Lee gained prominence at General Motors having designed the 2006 Chevrolet Camaro concept (yes, that Bumblebee Camaro); he also had a lead role in the design of the Stingray and Corvette.
At Bentley, Lee and Donckerwolke were responsible for the amazing EXP 10 Speed 6 concept and the Bentayga SUV, so it’s no surprise that Hyundai which has ambitious plans to move up the value scale are attracted to these two personalities.
Reporting to Donckerwolke, Lee will be responsible for interior and exterior design of both the Hyundai and Genesis brands. The two are said to have plans to design Genesis cars from scratch, taking into account the latest developments in automotive technology such as alternative powertrains, autonomous driving and connectivity.
Hyundai and Genesis seem to be the brands to watch in the near future as another design personality, Manfred Fitzgerald, Lamborghini brand and design director, earlier this year was appointed head of Genesis while Albert Biermann, BMW M GmbH head engineer, was hired to run Hyundai’s new performance division.
