Hyundai's plan for a cohesive family look across all models

Hyundai plans to create a more unified design across its models, strengthening what it calls the "family look." According to Xavier Martine, head of the brand's European division, past lineups lacked a systematic sense of belonging to one family, and the company is now working on developing a more cohesive visual language.

However, Hyundai will not abandon the "chess piece" strategy proposed by chief designer Sang Yup Lee. This approach means each model retains its own distinct character. The goal is to enhance overall similarities while avoiding a "copy-paste" effect where cars become too identical.

Crossovers and SUVs will adopt a more robust, off-road-inspired appearance, drawing cues from the Santa Fe and Nexo. Hatchbacks and lower-profile models, including the upcoming Ioniq 3, will maintain a sleeker, more dynamic silhouette. This means even new 2026 models will differ in style while visually feeling part of the same lineup.

The company notes that design and price remain key factors when choosing a car. In larger segments, exterior styling matters more, while in compact segments, cost takes priority. The new approach aims to blend emotional and rational elements, strengthening the brand's market positioning.