Hyundai Balances Distinct Design with Emerging ‘Family Look’ for EVs

Hyundai is navigating a shift in its electric vehicle (EV) design strategy, aiming to create a more cohesive brand identity while retaining the unique character that has defined models like the IONIQ 5 and IONIQ 9. The company intends to introduce unifying design elements across its EV lineup, addressing a perceived lack of visual connection between current models.

The Evolution of Hyundai’s Design Philosophy

Initially, Hyundai embraced a “chess piece” strategy, giving each model a distinctly different visual identity. Xavier Martinet, Hyundai Europe CEO, explained that the goal remains “to create something that nobody has on the market” with each new vehicle [1]. Still, recognizing a need for greater brand consistency, Hyundai is now working to establish a more recognizable “family look.”

“Maybe in the past, there wasn’t this systematic sense of family between our vehicles,” Martinet stated [3]. The company aims to avoid simply replicating designs, acknowledging that some brands have taken the “family look” approach too far.

Concept Three and the IONIQ 3: A Design Statement

The bold Concept Three, unveiled at the IAA Mobility present in Munich in September 2025 [2], serves as a preview of the forthcoming IONIQ 3 hatchback. Martinet highlighted that the Concept Three generated a positive response, with observers noting its strong and different design [1]. The IONIQ 3 will feature a new “Aero Hatch design,” reimagining the compact EV silhouette [1].

Future Design Directions

While a unified design language is being developed, Hyundai intends to maintain a degree of differentiation within its lineup. Crossovers are expected to adopt a more angular style, drawing inspiration from the current Santa Fe, while hatchbacks and sedans will likely feature more flowing lines [3].

The Importance of Design and Price

Hyundai recognizes that both design and price are critical factors in consumer purchasing decisions. The company acknowledges that visual appeal is essential, stating that customers won’t purchase a vehicle they uncover unattractive.