“Fluidic sculpure” is the new form language for Hyundai, according to head of design Thomas Buerkle.
And the first model to be fluidically sculpted is the new ix35 which sees a move away from the boxy looks of the company’s previous SUVs towards a slinky, more sporty style.
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The ix35 has its roots in the ix-onic concept car seen at last year’s Geneva show. Beurkle said: “We have moved away from the traditional two-box design and into a new realm of styling.
“In terms of future Hyundai models the ix35 also introduces the new face of the company with its hexagonal grille. This will become a recurring theme on our cars over time.
“Inside, the design adopts a more dynamic flow with softer shapes while maintaining practicality with efficient space utilisation. Overall, the styling sets the tone for a new design language.”
The ix35 has been styled in Europe by Hyundai’s Germany-based design team. Buerkle said: “The ix35’s low, coupe-like profile gives it a sporty character, without compromising space for passengers and their luggage.
“Although it is lower than its Tucson predecessor, it is longer and wider. Our designers have used this additional space to create extra seating room for all occupants.”
Hyundai Motor Europe president Han Chang Kyun has set a target of selling 500,000 cars a year in Europe by 2012, up from 345,000 last year, itself a 26% increase over 2008 in what were difficult market conditions.
This represented an increase in market share from 1.8% to 2.4%. The plan is to raise that share to 2.75% this year with the help of 10 new models and derivatives the company is launching over the next 12 months, starting with the ix35.
