Hyundai to unify its model styling in push for a stronger ‘family look’

Hyundai is preparing to make the design of its cars more consistent across the range, as the brand seeks to strengthen a recognisable “family look” without turning every model into a near-identical copy.

Xavier Martinet, head of Hyundai’s European division, said the company previously lacked a clear, systematic sense that its vehicles belonged to the same design family. The manufacturer is now working to develop a more coherent visual language that ties its models together more convincingly.

Keeping individual character while increasing resemblance

Despite the move towards greater uniformity, Hyundai will not abandon the “chess piece” approach championed by its design chief, Sang Yup Lee. Under that strategy, each car is meant to retain its own distinct personality, rather than being shaped by a single template.

The aim, executives say, is to increase the shared cues that link the line-up while avoiding a “photocopy” effect-where vehicles become so similar that they lose their identity.

Design and price remain decisive for buyers

Hyundai also pointed to shifting priorities in different parts of the market, noting that design and price are still the two key factors influencing customers’ decisions.

In larger vehicle segments, the company believes exterior styling carries more weight, while in smaller, more compact classes affordability tends to be the bigger driver. The updated design direction is intended to balance emotional appeal with rational value, strengthening Hyundai’s positioning in an increasingly competitive European market.