Philosophy that extends beyond design, Fluidic Sculpture 2.0


Hyundai motor company has shown the fastest growth in global automotive history. since 1967 the Hyundai Motor Company one of the late comer in automotive industry, has determined to meet challanges and becaome a true global auto maker. This success led us to a question of “What makes us the ‘Hyundai motor company’ out of many car companies makers?” Hyundai started its journey in search of its unique aesthetic value and finally defined a new designe philosophy upon its long time design DNA, Inner force and dynamic. Fluidic sculpture is the design philolosy which Hyundai pursues to embody ‘living beauty’, the essence of nature and lives, and to deliver the value in modern and aesthetic approach. Fluidic sculpture is expressed in the fluidic dynamic expression but also in the strong, yet sophistcated lines. Since the first fluidic sculpture was applied to the 6th generation SONATA, Hyundai design philosophy started to be shown across the models and it quickly captured the hearts and minds of people around the world. ‘Hyundai look’ becomes an important factor for consumers to chose Hyundai. In 2014, Hyundai design begines another journey of evolution. Fluidic sculpture 2.0 will seek for value and perfection beyond formative aesthetic. Fluidic sculpture 2.0 is not a dazzling trend but next level of beauty which people can be touched by. Based on the concept of a style for better and pleasent driving, not a style just for style, fluidic sculpture 2.0 has evolved in a high perfection and impression. “The three new aspects of Fluidic Sculpture 2.0”: Fluidic Sculpture 2.0 features sophisticated automotive design evolved and developed from Fluidic Sculpture 1.0. The further evolved sculptural design and graphics create simple yet harmonious, elegant beauty of Fluidic Sculpture 2.0. The Fluidic sculpture 2.0 shows dignified and confident Hyundai’s modern premium look. The consistent application of modern hexagonal grille defines different and original Hyundai’s aesthetic and the sophisticated front design delivers dignified and confident look. Fluidic Sculpture 2.0 pursues not only visual beauty but also invisible premium touch. The interior design caring for drivers offers Hyundai’s original and unique unique driving experience as delicate design approach in the pursuit of pleasure and comfort based on visual, tactile, and auditory senses. The most evolved design made by passions and challenges of Hyundai, Fluidic Sculpture 2.0! With the continuous evolution of Hyundai design, Hyundai Motor Company continues utmost efforts to perfect Hyundai design aeathetic to this day.

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