Hyundai secures Chief designer to turbo-charge Genesis luxury drive


South Korean auto giant, Hyundai Motor co has secured the services of luxury marquee’s exterior designer, Sangyup Lee. This is coming after poaching Bently’s design chief last year, says a Reuters report.

According to the report, Hyundai issued a statement saying Sangyup Lee will start work next month as its head of design.

Lee is being brought in to work with Luc Donckerwolke, a Peruvian-born Belgian, to lead Hyundai’s development of its Genesis premium car brand – a project driven by Chung Euisun, heir-apparent to the Hyundai Group.

“Lee will help to enhance the design competitiveness of both the Hyundai and Genesis brands with his abundant experience in designing high-end luxury vehicles,” Hyundai said in its statement.

“His challenging and innovative design languages fit well with the DNA of Hyundai Motor.”

Hyundai Motor, which sells some 8 million cars a year, sees limited growth unless it breaks into new markets, a person close to the automaker told Reuters. For the South Korean firm, that means premium cars and maybe pick-up trucks and parts of Southeast Asia.

Lee said he has joined Hyundai Motor as a vice president in charge of Hyundai and Genesis design, reporting to Donckerwolke, who will head up Hyundai’s new Prestige Design Division, as well as being global head of Hyundai design – a reporting arrangement that Hyundai also confirmed on Monday.

Bentley spokesman Andrew Roberts confirmed Lee “has resigned from Bentley to take a position at another brand.”

Lee, 46, ran Bentley’s exterior design since 2012 having previously worked at Volkswagen group’s design center in California, and General Motors. He played a lead role in designing the Chevrolet Corvette, Stingray and Camaro – which featured in the “Transformers” movies – and Bentley’s Bentayga SUV.


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