Genesis’ John Krsteski: Why digital tools make it the best time to be a car designer

CDN: During a panel discussion about designers and the role of design, you said, contrary to a lot of doomsayers, this is the best time to be a car designer. Can you elaborate on that?

JK: Absolutely. I think it’s a fantastic time to be a designer. The level of creativity across the industry is at its highest point yet. Even though some might think passion for automotive is waning, there’s still a strong enthusiasm. Designers today are empowered with incredible tools, which allows creativity to reach new heights. So many people focus on the wrong aspects of design, but when you look at the results, it’s truly amazing.

CDN: Do you see technology or digital tools as a kind of leveler, something that democratizes creativity?

JK: To some degree, yes. But at the end of the day, these tools don’t limit individuality, they often enable unexpected ideas you might not have reached otherwise.

CDN: And within Genesis, how do you apply these tools? How do you empower your team?

JK: The authenticity of the idea always comes first. You might start with a simple doodle or thumbnail sketch, and the steps that follow are up for debate. But digital tools help eliminate mundane tasks, like hours in Photoshop or trying to visualise concepts manually. If the idea is strong, these tools help you get to the finish line faster, giving you more time and bandwidth to generate even more ideas.

CDN: Genesis as a brand is presenting an interesting concept today, reinventing or repositioning luxury. Can you tell us about the ideas behind that?

JK: It’s exciting because it showcases the brand’s bandwidth. Over the last 10 years, Genesis has built equity across our portfolio, and we’ve even entered motorsports. Now, we have a presence on the road, and we’re exploring other paths, like off-road vehicles, inspired by outdoor adventure. This new concept shows that going off-road doesn’t mean giving up luxury, it can follow you there.

CDN: That’s interesting. It seems like a modern interpretation of freedom, similar to the grand tourers of the past.

JK: Absolutely. And we made very specific design choices, both inside and out, to enhance that sense of freedom. For instance, we removed big displays or screens to let people immerse themselves in the environment outside the car.

CDN: As a Gen X who grew up playing outdoors, that really resonates. Best of luck with it. One thing I really love is the light signature, it’s very strong.

JK: For us, it’s crucial for building equity and recognition. The two-line signature, established 10 years ago, has remained consistent. Whenever you see those lines on the road, you know it’s a Genesis. It’s a powerful identifier, and moving forward, we’ll continue to reinforce it. Technology allows for variations, but the core signature is timeless. I love spotting the two lines and hearing people say, “I saw a Genesis,” it’s unmistakable.