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New thinking

Source: Carpenters Motors
Saturday, November 24, 2012

Modern Premium is Hyundai's brand concept. It is the philosophy behind our slogan, "New Thinking. New Possibilities." It is the driving force behind our desire to elevate the entire Hyundai brand in the minds of consumers, so that Hyundai will be thought of as one of the world's best auto brands.

Modern Premium represents the kind of premium value today's consumers want. Car buyers no longer want unnecessary technology, or features for features' sake. Ostentatiousness is out. They want technology and features that are simple, intuitive and fit their needs.

They want styling that stands out, yet is elegant. And they want eco-friendly cars that have values, in addition to value. Here are some of the ways Modern Premium is manifested in our cars.

We democratise technology and features down through our entire vehicle lineup. It's why Elantra has rear seat-heaters. It's why we debuted our BlueLink infotainment system in Veloster, instead of Equus or Genesis. We employ our characteristic Fluidic Sculpture design identity through our vehicle lineup. (See Fluidic Sculpture, below)

About 35 per cent of the steel used in Hyundai cars comes from Hyundai Steel, a state—of—the—art "indoor" steel mill. We call it indoor because all of the raw materials - iron ore, coal and limestone—are stored in indoor facilities, so they won't blow off into the air or leak into the ground. No other steel maker in the world does this.

So in an age when consumers increasingly care about where their products come from and how they're made, we can tell Hyundai buyers that much of the steel in their cars is made in as clean a fashion as is possible. Fluidic Sculpture is Hyundai's design identity. It is the inspiration behind our design, both exterior and interior. Breaking the term into two parts, our designers seek to create a look that is Fluidic and organic, inspired by nature. Nature is made of curves, not right angles.

The term Sculpture invokes high craftsmanship and hand-made attention to detail. It's the idea of creating something that is more than a piece of sheet metal rolling off an assembly line; something that is like a sculpture.

The Fluidic Sculpture design identity was introduced with the 2010 Hyundai Tucson and Sonata models, and is working its way through the vehicle lineup in redesigns and facelifts. Accent (Verna, Solaris), Elantra, i40, and EON also now display the Fluidic Sculpture design identity.

Within Fluidic Sculpture, Hyundai differentiates its model lineup by grille design. Generally, our higher—end cars—Sonata, Azera, Genesis and Equus (Centennial) have a chrome, wing-shaped grille. The rest of our lineup has a hexagonal-shaped grille.





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