Understanding Hyundai’s Fluidic Sculpture

Design Philosophy
Hyundai’s design identity is based on the brand’s philosophy to embrace harmony with nature. It’s
based on four tenets: fluid, dynamic, motion made easy, and driving pleasure.

The first part (“Fluidic”) is organic, inspired by nature. “Nature is made of curves, not right angles,”
states one of Hyundai’s brochures. “Our designers often cite Antelope Canyon, a spectacular natural
feature in Arizona (US), as an inspiration.” Complementing that is “Sculpture,” invoking precise,
hand-made craftsmanship. The result is a flowing and dynamic form, both on the inside and outside
of the vehicle.

Fluidic Sculpture design first appeared in the 2010 Hyundai Tucson and Sonata models.

In 2014, Hyundai updated its design language by launching Fluidic Sculpture 2.0. It adapted the
original platform to a wider range of vehicles, and is based on three principles: fluid aesthetics, the
modern appeal, and a premium interior ambiance.
“The evolution of the design encompasses simplicity, ease of use, comfort, reliability, enhanced
safety, high quality, style and will carry Hyundai’s brand image of Modern Premium,” explained
Hyundai Designer Casey Hyun in an interview.

The implications of Fluidic Sculpture on the brand’s models can easily be observed in the hexagonal
grille and crease running along the flanks. The vehicles have increased aerodynamic levels and a
sleeker appearance. The design language is generally considered successful, and one of the
reasons vehicle sales have increased over the last half-dozen years.

Hyundai Motor’s innovative vehicle designs are based on a principle called “Sensuous Sportiness”. By
ensuring that we maximize people’s emotional values in harmony with a rigorous sense of proportion,
structure, styling, and technology.

Sensuous Sportiness: Hyundai

Motor’s next-generation design
direction
“Sensuous Sportiness” refers to Hyundai Motor’s next-generation design direction. It illustrates the
design tastesthat are both futuristic-looking and sporty. Based on the principle of blending the intrinsic
and intuitive beauty of automobiles with their very specific tastes in terms of styling, proportion,
architecture, and technology, it totally reflects Hyundai’s philosophy of design.

A prime example of this method of conceptualizing a vehicle’s design is found in the Hyundai Motor
“Cascading Grille,” which can be interpreted as being a reflection of the pride and confidence that
Hyundai take in our vehicles. The design was inspired by the flow of molten metal contained within a
blast furnace when combined with the elegant lines of classical Korean pottery. The way that it narrows
downwards to create a sense of power and speed is especially noteworthy. 
Hyundai hopes to have fully
autonomous cars available by 2030
Korean automaker Hyundai expects highly autonomous vehicle
technologies available by 2020, with full autonomous models available
by 2030, according to company senior executives. Over the next five
years, almost $10 billion will be invested by Hyundai to bolster its
autonomous research efforts.
"Fully-autonomous vehicles are still some way off, and a great deal of
research and rigorous product testing will need to be carried out to make
the 'self-driving car' a reality," said Lim Tae-won, VP of the Hyundai
Motor Central Advanced Research and Engineering Institute. "Kia is
still in the early stages of developing its own technologies, and we are
confident that the latest innovations - both partially and fully
autonomous - will ultimately make driving safer for everyone."

Ref: https://www.tweaktown.com/news/48556/hyundai-hopes-fully-
autonomous-cars-available-2030/index.html