February 13, 2026 – Hyundai Motor is set to revamp its design approach by enhancing visual coherence across its vehicle lineup while preserving the distinctiveness of each model through its “chess piece” philosophy.
The automaker’s European CEO emphasized that the core strategy remains focused on creating vehicles that stand out as unique offerings in the market. He acknowledged that previous Hyundai models lacked strong family resemblances, relying primarily on pixel-style lighting elements to forge connections between different vehicles.
Looking ahead, Hyundai plans to implement a more cohesive design language that strengthens brand identity without sacrificing individuality. The company remains committed to the vision set by its design chief, who likens each model to a chess piece—distinct in character yet part of a unified whole.
“We want to strike the perfect balance between brand unity and model differentiation,” the executive explained. “The upcoming lineup will demonstrate significantly stronger brand cohesion while maintaining tailored designs for specific customer segments. I wish I could show you these models now—the sense of belonging to the Hyundai family will be immediately apparent, yet each vehicle will retain its own unique appeal.”
This dual approach reflects Hyundai’s ambition to compete in both premium and mainstream segments while maintaining clear brand recognition. The strategy comes as automakers worldwide face increasing pressure to create distinctive yet interconnected product families in an era of rapid electrification and digitalization.
