Exclusive: SangYup Lee on Hyundai’s new global design division

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Just days into his newly expanded role, Lee sat down with North American Correspondent Laura Burstein at the L.A. Auto Show to discuss the broadening definition of transportation design, the evolution of user experience, and new ways to define brand DNA

Hyundai recently announced a revamp of its deign team and the newly minted Hyundai Motor Group Global Design Division, which will spearhead design efforts for the company’s mobility ventures, including advanced air mobility, robotics, and purpose-built vehicles. In the newly formed organisation, SangYup Lee takes the reins for the Hyundai and Genesis Global Design Technical unit (with Karim Habib, meanwhile, doing the same for Kia). At the recent AutoMobility LA, Lee talked to us about what that means and how designers must think and work differently in this new landscape.

Car Design News: A lot is happening with Hyundai design right now. The company is looking far beyond cars, with the recent announcement of the Hyundai Global Design division. What does this mean for you and your role going forward?

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