Hyundai’s Design Revolution: From EVs to Off-Road Adventures
Hyundai’s transformation from underdog to industry leader is no secret, but what continues to impress is its bold design evolution. Over the past two decades, the brand—and its luxury arm, Genesis—has honed a signature aesthetic, crafting some of the most striking vehicles on the road. From cohesive family design elements like lighting signatures and refined bodywork to boundary-pushing EVs, performance N models, and rugged XRT off-roaders, Hyundai’s creativity is flourishing.
At the 2025 LA Auto Show, Hyundai unveiled two trailblazing concepts: the Ioniq 6 N, a high-performance EV built for thrills, and the Crater, a rugged vision for the XRT off-road lineup. Simon Loasby, Head of Hyundai Style, shared insights into the brand’s direction, emphasizing that the Crater isn’t just a styling exercise—it’s engineered for genuine capability.
The Crater Concept: Form Meets Function
Loasby explained:
“XRT is about real capability: lift kits, all-terrain tires, 4WD, and skid plates. But the Crater also previews our next-gen interior design—dual-layer architecture that prioritizes safety and driver focus.”
He highlighted the concept’s “fun factor,” aiming to spark joy and curiosity. “We want kids to point and say, ‘You got the Crater!’” This playful optimism reflects Hyundai’s investment in top-tier talent, including designers from Bentley and Rolls-Royce, whose influence elevates the brand’s artistry.
Image: Hyundai
Performance Meets Passion: The Ioniq 6 N
Hyundai’s motorsport division fuels innovation for road cars, particularly the N performance line. Loasby praised their relentless drive: “Those engineers are freaks—in the best way! Their obsession with aerodynamics and handling shapes N models’ aggressive stances and swan-neck wings.”
The result? Cars that turn heads and deliver thrills. “We want people to stop and say, ‘Wow—that’s an N.’”
Image: Hyundai
The Road Ahead
Hyundai’s evolution isn’t slowing down. While the Ioniq 6 N dazzles as a performance EV, the Crater hints at a future where adventure-ready ruggedness meets Hyundai’s signature polish. With a design team embracing freedom and fun, the brand’s next chapter promises even bolder innovation.
“It’s about optimism,” says Loasby. “When design makes people smile, you know you’re doing it right.”
