From the Car Design Review 5 yearbook: How Luc Donckerwolke is building the brand DNA of Hyundai’s luxury marque
I’ve had the chance of doing a reset of design DNA for many companies, but I’ve never before had the chance to create a brand from scratch, and this is obviously a whole new dimension.
In the case of Genesis there is no genetic inheritance, so we have a huge responsibility, and every step we make has a relevance for creating this lineage. This has to be perfectly synchronised, you can’t get it wrong. It is creating a DNA which we then apply in different typologies of cars, so we must create something specific and emotional for the brand.
We get inspiration from different fields, such as aeronautical as well as automotive, and we want Genesis to be classical and elegant: for instance, we are defining ourselves as anti-wedge. We are creating a dynamic with lines that arch over the rear axle, enhancing the rear-wheel drive architecture of all our vehicles. We need a long bonnet, and a parabolic line which holds the car from the front to the rear and takes its power from the…
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