Hyundai's Chief Creative Officer, Luc Donckerwolke, champions a return to simpler, more cohesive design in the automotive industry. He argues that the current trend of overly aggressive and exaggerated car designs, driven by new EV companies seeking to differentiate themselves, is ultimately unsustainable.
Donckerwolke believes these extreme designs, while initially striking, quickly overwhelm the senses and become tiresome. He contrasts this with a puristic design approach, which focuses on creating elegant and understated vehicles that stand the test of time.
According to Donckerwolke, brands confident in their design language should prioritize focus over fleeting trends. He emphasizes that simplicity and a cohesive design language are more effective in creating lasting impact and recognition. "So if you are confident in your designs, and if you are focused, you have better chances to stand out."
Donckerwolke points to his past work, including the Lamborghini Murciélago and Bentley Continental GT, as examples of timeless designs achieved through simplicity. He suggests that Hyundai's commitment to understated elegance, as seen in the Ioniq 6 and Ioniq 9, will ensure their cars remain fresh and appealing in a competitive market.