Hyundai wanted a sports brand, launched Hyundai N (see 5 keys on Hyundai N) and signed to Albert Biermann, who until then had been the chief engineer of the division of sports of BMW, BMW M. Now Hyundai wants to get the brightness to its luxury brand to Genesis… and what has he done? Hire SangYup Lee, who until now worked at Bentley.
Hyundai is hiring the most recognized names of european firms to get the brightness to their new brands:
SangYup Lee, of Korean origin, was until now the head of design at Bentley (outdoors in what the brand referred to as “advanced design”) and from June will become vice president of “style” in the study of design of Hyundai.
What does this mean?
This change implies that SangYup Lee from now on will be in charge of marking the course of the aesthetic of the brand, by defining not only the outside line of the next Hyundai and Genesis, but also the advances in the passenger compartment of the car, the introduction of new materials, finishes, colors…
Prior to working at Bentley, where he arrived in 2012, SangYup Lee worked at Pininfarina and the design studio of Porsche, after passing, in 1999, General Motors where he designed the versions concept the Chevrolet Camaro and the Chevrolet Corvette Stingray. After these works made the leap to the division american of the Volkswagen group as head of design of Volkswagen, Audi, Porsche, and Lamborghini.
what Will be the in charge of materializing the rival of the BMW 3 Series of Genesis (see more on the Genesis New York Concept?Are you already working on a new generation of the luxury brand of Hyundai? We’ll have to wait to see which is the first work in the signature Korean SangYup Lee.