Automakers know they have to stay on top of changing trends to be competitive or they'll end up behind the pack. That is currently the case with Hyundai as they are playing catch up to meet the growing demand for crossovers. But the company is readying an ambitious plan that will see their product design cycles cut in half.
Luc Donckerwolke, senior vice president of design for Hyundai and Genesis tells Automotive News that he wants to cut the time that it takes from designing to production from about three years today to as little as a year and a half.
"As life cycles get shorter, they will get drastically shorter. I have no doubt design can be shortened by half," said Donckerwolke.
To help with this plan, Hyundai has opened a new 330,000 square feet design studio at the company's Namyang R&D Center. The new studio is more than double the size of the old one and will allow designers for both Hyundai and Genesis to work on 25 projects at the same time. According to Donckerwolke, the studio is responsible for about 65 projects. The new studio is said to shave off 30 percent of the typical design cycle.
While Hyundai and Genesis will share the building, designers for the two brands will be separated to keep influence from one another to a minimum.
Source: Automotive News (Subscription Required)