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DESIGN45

WORDS & PHOTOS
HYUNDAI DESIGN CENTER

4 minute read

Designed by Italian designer Giogetto Giugiaro for the 1974 Turin Motor Show, the Hyundai Pony Coupe concept was meant to be pure and timeliness, and it became the icon for the brand. From its pure mass and geometric lines, akin to Origami, this distinctive sporty character was born.

Pony coupe concept

Paying homage to our past

In 1974, at the Turin Motor Show when the 2DR Coupe Concept named the Pony was launched, it marked the birth of the DNA for Hyundai design. The pony was so recognizable that even the younger generation of the country who had never seen one on the streets, know its name. It represents the first step taken by a South Korean vehicle and has been regarded as the cornerstone of Hyundai Motor’s success.

The Pony Coupe Concept at the 1974 Turin Motor Show

The Pony Coupe Concept at the 1974 Turin Motor Show

The Pony’s experimental design was meant to be pure and timeless, and it became an icon for the brand. From its pure mass and geometric lines akin to the interesting surfaces of Origami, a distinctive sporty character of Hyundai was born. The 45 pays homage to our heritage, the first challenger spirit seen 45 years ago. This challenger spirit is about being progressive and it is with confidence that we launch a new era of electric car design with the 45.

Ponys experimental design
Monocoque style body

A new era for electric

The iconic character of 45 is defined by the Monocoque-style body inspired by aircraft design of the 70’s.

At the front and rear, the diamond-shaped silhouette set at 45-degrees was formed for aerodynamics and light weight and set the tone of the unique typology of a progressive EV. Through the silhouette, you can feel the solid structure as well as the freshness of the car as a brand new electric gadget.

Front body
Rear body
Sketch body

The 45 pays homage to our heritage, the first challenger spirit seen 45 years ago. This challenger spirit is about being progressive and it is with confidence that we launch a new era of electric car design with the 45.

The new icon of Hyundai

Rear side
Bumper

The new icon features a dynamic fastback profile, long wheel-base, short overhangs, and big wheels. The iconic character of 45 is defined on the sides by straight folds displayed on the body. It makes extreme contrast between pure masses and sharp lines, the orchestration of concave and convex forms.

Front side
Garnish

Together, it creates an engaging tension and a character that is purely sensual. The cabin is structured by a dynamic DLO (dynamic daylight opening) terminating in the 45-degree angle of the C-pillar. That generates a feeling of dynamic forward motion.

As a progressive EV, the technologies can be seen visibly in 45’s design, as shown in the special garnish on the bottom side of the doors that highlight the driving range of the EV.

Side

Lamp

The lamp features over 400 OLEDs of independent light to design a display type head/rear light that can adapt to a variety of situations.

LEDs
Headlights

Camera Mirror
System

The Camera Mirror System (CMS) was designed as a feature that matches the side character of the 45 and is placed at a position that allows for most efficiency.

Cms-camera
CMS

Wheel

For fuel efficiency and improving aerodynamics, a full cover type wheel design has been implemented. Through the multi-spoke uniformly spaced and architectural patterns, the resistance of air is reduced and rigidity secured. In addition, we have adopted transparent materials to create a floating image of the Hyundai logo.

Wheel

Rear Spoiler

The active moving rear spoiler helps to counteract the turbulence in the vehicle and improve the efficiency of the aerodynamic at high speeds.

Rear spoiler
Right side

Sensuous Sportiness

‘Sensuous Sportiness’ is the evolving direction of Hyundai design. ‘Sensuous’ stands for enhanced emotional values that customers can experience through design, and ‘Sportiness is the determination to implement those values through innovative mobility solutions. Our mission is to discover the perfect harmony between emotion and function. Design adds emotional value to products through customer experience-oriented design, helping Hyundai to become a beloved brand from customers.

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