Design expert Donckerwolke claims that cars with excessive styling are swiftly overlooked.

      Hyundai

      Sign up for The Drive Daily

      We are currently witnessing an intriguing period in automotive design. Some manufacturers are embracing ultra-minimalism, as seen with Tesla, while others are creating more exaggerated designs, like those from BMW. Both approaches stem from the need for brands to distinguish themselves in a competitive global market. Emerging American and Chinese electric vehicle companies are striving to establish their identities, and making a bold statement through design is a swift way to achieve that. However, Hyundai's Chief Creative Officer, Luc Donckerwolke, believes that cars with extreme designs may capture attention initially but ultimately lack longevity because they overwhelm the senses.

      "There are always design trends, and with so many newcomers entering the market, they seek to find their niche, often using design as a key way to differentiate themselves," Donckerwolke remarked to The Drive at the Seoul Mobility Show, referring to new Chinese automakers. "Usually, these are exaggerated attempts to set themselves apart, but such efforts often lead to a homogenization, as many are trying very hard."

      Hyundai

      Instead, Donckerwolke advocates for concentrating on a unified and cohesive design language. Cars that look overly aggressive can be visually overwhelming; while they might appear appealing or intriguing upon first glance, they can eventually become tiresome. This is something Donckerwolke aims to avoid by designing simpler, more understated vehicles, such as the recently updated Hyundai Ioniq 6 and the newly launched Ioniq 9.

      "If you believe in your designs and maintain focus, you’re more likely to stand out. In a world filled with cars featuring enough design elements for three or four vehicles, it's crucial to understand that the more you try, the shorter your impact will be," Donckerwolke explained. "You might create something striking, but it will be fleeting. Overstimulating the senses can lead to an initial impression of beauty followed by a desire to escape that overload. This is where a puristic design approach excels."

      Luc Donckerwolke knows this well, having designed some of the most elegantly simple yet beautiful cars in recent history. He was the creative force behind the Lamborghini Murciélago—one of the more subtly styled V12 Lamborghinis—as well as the Bentley Continental GT and the charming Audi A2. Cars with simpler designs tend to age gracefully. Models like the Jaguar XF, L322 Range Rover, or Donckerwolke’s own creations remain elegant without extreme features demanding immediate attention, and they continue to look stunning. Embracing simplicity while other manufacturers pursue bold designs should help Hyundai's vehicles maintain a fresh appearance even as new competitors emerge.

      Got tips? Send them to [email protected]