Hyundai is developing a trio of next-generation electric vehicles, each with its own unique style, on the company’s new modular EV-specific platform.
Two of those new electric Hyundai models have already been previewed by concept cars, namely the 45 and the Prophecy. The third EV model will be reportedly shown in concept form next year, further demonstrating the flexibility of Hyundai’s new Electric Global Modular Platform (E-GMP).
The upcoming Hyundai 45 will become the company’s first standalone electric model and will sit above the Kona Electric in the range. The model, which has already been spied testing in Europe, will closely follow the boxy retro lines of the 2019 concept car.
The Hyundai Prophecy takes a very different, more powerful design approach, with the company currently finalizing the styling of the production version. This model will eventually morph into Hyundai’s answer to the Tesla Model 3.
Talking to Autocar, Hyundai’s head of design SanYup Lee said: “The new EV architecture gives us a long wheelbase and a flat floor, and we’re experimenting with unique USPs and how we will stretch it [for various vehicles]. The 45 is more SUV-style and the Prophecy is the future [saloon] proposal. The third one is more of the space concept: the big one.”
Hyundai is keen to avoid the “Russian-doll” effect with the design language of its future cars, aiming instead to offer a more diverse model lineup.
“It’s about unexpectedness,” says Lee. “Our design philosophy begins with sensuous sportiness. Hyundai is known for value for money, but this isn’t enough. Sensuous sportiness adds a lot more emotional value to the vehicle. People have different lifestyles, and we want to have design tailored to those different lifestyles. Looking at the 45 and Prophecy shows our design spectrum.”
To achieve the necessary brand unity across its range, Hyundai will instead focus on the finer design details.
“The typical thing is to have the same grille or headlamp shape,” Lee adds. “This isn’t where we want to create brand consistency. We want to create it in the details – for example, light details. When you look at the 45 and Prophecy, they both have pixel lamps, a series of tiny LEDs that can be animated.”