Hyundai Motor Group adopts new minimalist design language

Hyundai Motor Group is shifting its design language toward a new era characterized by minimalism and cleaner lines, as seen in the new Hyundai Tucson and the luxury electric Genesis GV90. This new approach, referred to as ‘Art of Steel’, focuses on large, clean surfaces and precise lines to create strong volumes, moving away from the more complex and unpredictable geometric designs that previously defined the brand.

The Genesis GV90, an electric flagship SUV, aims to compete in the premium segment with high-end features such as the Neolun Arch Gate system. This system eliminates the middle pillar and utilizes rear-opening doors, similar to the Rolls-Royce Cullinan, to enhance exclusivity. While the brand has transitioned from internal combustion engines to electrification—notably moving the G90 sedan toward six-cylinder and hybrid options—the GV90 represents a dedicated push into the all-electric luxury SUV market.