Hyundai, under SangYup Lee's direction, has transformed into a design powerhouse in the automotive sector, with its luxury brand Genesis challenging industry norms. Lee's journey from a traditional South Korean upbringing to a renowned automotive designer began with an epiphany while visiting a design school in California. Despite lacking a background in car culture, Lee embraced his unique perspective and adapted quickly, gaining invaluable experience through internships with prestigious automotive firms in Europe. His unconventional approach has notably influenced Hyundai and Genesis's design philosophy, creating stunning, innovative vehicles.
I visited there and saw a car design major student and they were actually making a clay model of a car. I thought, 'Oh! I'm good at making clay models as well.'
My classmates, they all grew up with cars... so they are all car enthusiasts and I was not. It was quite a challenge for me to adapt to the culture.
One benefit of not knowing anything about cars, it's like a little kid learning a language, like a sponge soaking up water. I adapted without filtering.
Hyundai has emerged as a design leader in the automotive industry, and its luxury arm, Genesis, is upending the traditional hierarchy with distinctive, beautiful cars.
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