How Globalization Led to the Decline of Distinctive Car Designs, as Explained by Luc Donckerwolke.

      Hyunda

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      What car design characteristics come to mind when you think of the United States? Perhaps a flat-nosed, boxy pickup truck or a wide muscle car. What about Germany? An elegant sedan or coupe with smooth, flowing lines likely comes to mind. For Italy, you might envision a curvy or wedge-shaped sports car. However, it's important to recognize that many of these design stereotypes, while not entirely false, are outdated. Automakers are firmly rooted in their home countries in spirit, but when it comes to creating, manufacturing, and selling products, they frequently transcend borders for the sake of efficiency and profit—a phenomenon we now refer to as globalization.

      Globalization has influenced every aspect of the automotive industry, affecting manufacturing and car design alike. Whether it's an American car manufacturer establishing plants in Turkey or design studios in Germany, or a Japanese automaker creating an entire production pipeline in the U.S., the hardware, software, and expertise behind today's vehicles are the result of collaborative efforts among multinational teams serving a global customer base. According to renowned designer Luc Donckerwolke, this trend has led to a homogenization of car design.

      Donckerwolke serves as the chief creative officer for the Hyundai Group, overseeing the design for Hyundai, Genesis, and Kia vehicles for almost a decade. While he is responsible for popular models like the Genesis G70, G80, GV80, Hyundai Palisade, Tucson, Elantra, Kia Telluride, and K5, the Belgian designer began his career with more specialized brands. As chief designer at Lamborghini, he was behind the Murcielago and Gallardo, and at Bentley, he designed the Continental GT, Flying Spur, and EXP 10 Speed 6.

      I spoke with Donckerwolke in Korea earlier this month at the Seoul Mobility Show, where Genesis revealed the stunning X Gran Coupe and Convertible concepts, and Hyundai introduced the refreshed Ioniq 6. We discussed the increasing prevalence of screens in cars and his belief that analog controls will soon make a comeback. Additionally, Donckerwolke shared his insights on the impact of globalization on design trends, particularly as new automakers seek to enter established markets.

      "There are always design trends, and with so many newcomers entering the market, they are trying to carve out their niches, making design a key differentiator," Donckerwolke explained. "Often, these attempts to stand out are exaggerated, and at the same time, they tend to blur the lines as everyone is pushing hard."

      "Look at the classic cars we adore," he continued. "They all share a common theme that carries through generations. Historically, various design methodologies existed: the European approach involved sculpting wood and hard materials; the Italian perspective focused on front and side views and autometric design with subtle connections between surfaces; and North American design, influenced by clay modeling, emphasized additive sculpting, allowing for easy alterations. These differing design philosophies produced varied results."

      "Then, globalization emerged, contradicting these philosophies. Italian cars were no longer solely for Italians. German cars, created by engineers for engineers, and American cars attempted to be exceptionally fashionable. As globalization set in, all these trends began to neutralize, creating a global design philosophy," added Donckerwolke.

      What he describes goes beyond merely establishing a global aesthetic that overshadows regional styles; it also reflects a reliance on a common framework for automobile design. As he noted, during the early stages of globalization, cars had to appeal to a broad audience while also meeting diverse governmental regulations worldwide. When a single vehicle must adhere to standards in the U.S., Korea, and Germany, its design is inevitably influenced.

      "Cars became largely indistinguishable, leading to a point where it was hard to tell where they originated; they had to cater to as many customers as possible while satisfying global standards," he said. "This situation diminished the design identity of the regions involved. Consequently, companies across various nations raced to be the first to create 'something.' In an information age where trends spread rapidly, these innovations are seldom original; they quickly merge with other trends, causing rapid shifts."

      However, it’s not all negative. This does not imply that all cars will be unattractive or lacking in personality or that they have all been homogenized by the growing interconnectedness of the global economy. Although he labeled today’s excessive styles or designs as “putting lipstick on a pig,” this merely underscores Donckerwolke's enthusiasm for minimalist design.

      In some instances, globalization has yielded positive outcomes. It has allowed for fresh perspectives and welcomed newcomers from varied backgrounds. After all, monotony does not equate to creativity. Donckerwolke recognizes this, which is why his design teams across Hyundai, Genesis, and Kia integrate the necessary elements to create vehicles that embody Korean essence while appealing to their target markets.

      "We're pushing engineers to ensure that the platform is optimized so that