Ilhun Yoon: “What makes Genesis is everyone’s expertise and fantastic teamwork”
Ilhun Yoon, head of global design centres for Genesis, on the global Genesis studios, brand identity and what a sustainable future looks like
When I started at Genesis in 2016, we were a small team. After three years, our team was elevated to a design group. Since last year, the design group has become the Genesis Design Center with global studios.
There are about 80 people working in Genesis Design Gangnam in Seoul, and it’s around 130 people in total globally, including Genesis Design California, which will open a new studio early next year, and Genesis Design Europe in Frankfurt. The Genesis Design Gangnam is located in the very centre of Seoul. It is housed in a high-rise building on one of the busiest and most active pedestrian streets in the city.
The global studios of Genesis develop design in a fully digitalised process. Reviewing design models and meeting across different time zones in a virtual environment is part of our daily routine. However, digital and clay modeling always go hand in hand in Genesis. Because luxury brands like Genesis, craftmanship is a key factor in defining the brand and differentiating us from others. The meticulousness in hand finish, careful attention to detail, and our own timeless techniques and know-how are the quality standards of Genesis.
Our brand identity can be narrowed down to three pillars: audacious, progressive, and distinctly Korean
What makes Genesis is everyone’s expertise and fantastic teamwork which I am so proud of as a leader. Seoul means a lot to our brand. The city is vibrant and has its uniqueness as it has become a powerhouse of global trends and culture. It was a very logical conclusion that our studio is located in its centre.
The design studio in Seoul neighbours with the Genesis Business Division in the same building, which includes product planning, marketing, sales, and many other teams that allow efficient communication and agile decision-making.
To me, a very advanced and sophisticated concept vehicle is a synonym for being realistic. The opposite doesn’t make sense
Our brand identity can be narrowed down to three pillars: audacious, progressive, and distinctly Korean. I really like audacious elements like the ‘two-line’ headlamp graphic. It’s difficult to make a slim headlamp as new technologies are added to them. I clearly remember the moment when everybody said, ‘That’s not possible’ in the beginning. But good design speaks for itself. It convinced the engineers and other stakeholders in the company.
Thanks to everyone’s hard work and passion, our new headlamps made people recognise our brand. Such success gave us more confidence and audacity in our brand. Our design merges technology for the best synergy.
The Neolun Concept, unveiled in 2024, is the epitome of luxury and high-tech and I can guarantee that its production model is just the same. To me, a very advanced and sophisticated concept vehicle is a synonym for being realistic. The opposite doesn’t make sense. We believe that whatever we offer to the customer has to be realised in real life. That’s our concept car strategy.
What sets us apart from others is the technology
Recently you’ve seen many concepts from us, the Speedium Coupé, the X convertible, the X Gran Berlinetta, and the Neolun. They aren’t just show cars. They are the projects that we have studied and analysed based on feasibility and reality, not just about looks.
Genesis started with ICE cars and announced its transition to EV, but we are very flexible and agile to the market needs. Not just for customer needs but also for a sustainable future, we delve deeply into new energy solutions and align with the Hyundai Motor Group’s vision. For example, hydrogen is truly a sustainable solution, and we are fully committed to it. This is our initiative to prepare for the future for the next generation.
Some say our interior mood is similar to other super-luxury automobiles, but I believe that impression is because of the high quality of the materials, fit, and finish of Genesis. What sets us apart from others is the technology. Our design starts with the luxury experience of customers, and that is deeply related to technology and user experience.
Working together with engineers and UX experts, design’s job is to integrate them all together and find the best synergy. In that sense, I can say our design merges technology for a better product, and ultimately, for a better customer experience. The same goes for sound experience in a vehicle.
There are currently lots of warnings and information transmitted from the car to the passenger, especially with EVs. Sometimes it can feel like I’m controlled by the car and what it wants to do. But I think true luxury is a pleasant experience on wheels. That’s why we even design the noises our cars make. Genesis carefully designs the sound experience from the moment you get in the car, during the journey, and when you leave the car.
We focus on reducing the number of in-car sounds as much as possible to provide the best experience for customers. I believe when you are at home, you don’t want to listen to all these warning sounds. We want to make our car spaces like a living room. We are definitely working on it.
