The Incheon Free Economic Zone Authority (IFEZ) recently sent a delegation to the United States to announce the regional “Northeast Asian Global R&D Hub “strategy and hold an Investment Attraction(IR) Briefing for potential international investors.
Led by IFEZ Commissioner Wonsok Yun, who was joined by representatives from five Incheon-based startups—nSAGE, FutureSense, IliasAI, Ninewatt, and IDCITI—the Investment Attraction Delegation participated in various events and meetings at the Korea-U.S. Conference on Science, Technology and Entrepreneurship, now in its 37th edition, held in San Francisco, California, from Aug.21 to 24. Dr. Peter Wonsok Yun
The delegation led a forum called “Establishing a Cross-Border Redub between Korea and the U.S.” during the conference, the most significant bilateral event in science and technology hosted by the Korean-American Scientists and Engineers Association.
Hosting the forum on “Establishing a Cross-Border R&D Hub between Korea and the U.S.,” Commissioner Yoon actively strove to attract investors to establish an IFEZ Global R&D Center. He also hosted the IFEZ Forum, introducing Incheon’s selection as a bio-specialized complex and its R&D Hub strategy.
Commissioner Yun also participated in the “R&D Leadership Forum panel,” meeting up with representatives from the U.S. National Research Foundation and Korean Research Institutions to introduce the Global R&D Hub being established in Incheon and gain insight into the status of joint research.
The Bay Area K-Group, the largest Silicon Valley IT network for Koreans, with over 5,800 members, agreed to work with IFEZ to promote advanced industry exchanges and the entrance of the U.S. market.
Representatives from the Incheon-based startups attended the IR Pitching Competition, three of which made it to the finals and attracted investors’ attention.
IFEZ’s efforts opened the door to U.S. investment and the entrance of Incheon-based firms into the U.S. market.
Before departing for the conference, Commissioner Yun said, “Once Incheon develops into a Global R&D Hub and attracts outstanding scientists and talent, not only will it attract promising corporations from all over the globe, but also create a global entrepreneurial ecosystem, facilitating Incheon’s rise to become a global top 10 city.” Source: Joongang Ilbo [kim.yeonsoo1@joongang.co.kr]
A game-changer introduces something with such significant added value that it stands out from the competition. Game-changers transcend traditional business boundaries, dominate their niche, and become the preferred choice for customers, clients, or followers. They become the go-to company, service, expert, or influencer.
Crucially, a first mover gains a competitive advantage by being the first to bring a new product or service to the market and establish strong brand recognition and customer loyalty.
Over the past few years, South Korean companies, from startups to conglomerates, have aspired to be game changers, often to break out of their secure and well-earned niches.
In the rapidly evolving global automotive industry, Hyundai Motor Group has emerged as a luminary, breaking away from its traditional role as a fast follower to become a trailblazing innovator.
In 1974 Hyundai tapped Giorgetto Giugiaro to design the Pony.
This transformation, marked by a bold pivot towards electric vehicles (EVs), autonomous driving technologies, and a wider range of mobility solutions, has positioned the South Korean giant at the forefront of an industry facing unprecedented disruption.
“Hyundai has made significant strides in elevating its design language, moving from functional and conservative aesthetics to bold, distinctive, and forward-thinking designs.”
The evolution of design by Hyundai has been a key factor in its transformation from a fast follower to an industry innovator as it has steadily reason through the ranks of the global automotive industry.
Over the past decade, Hyundai has made significant strides in elevating its design language, moving from functional and conservative aesthetics to bold, distinctive, and forward-thinking designs.
Hyundai initiated this shift by introducing the ‘Fluidic Sculpture‘ design philosophy in the late 2000s, which brought more dynamic and expressive forms to Hyundai vehicles. Originally conceived in 2007 by M.K. Chung and Oh Suk Geun, Fluidic Sculpture was a much-needed design platform that brought consistency among the brand’s models.
The company further refined its approach with “Fluidic Sculpture 2.0” and later, the “Sensuous Sportiness” design identity, which emphasizes harmonious proportions, dynamic silhouettes, and unique details that set Hyundai vehicles apart in the market.
Hyundai’s design evolution has not been limited to just the exterior of its vehicles. The company has also made significant advancements in interior design, focusing on creating spaces that are not only aesthetically pleasing but also highly functional and technologically advanced.
This holistic approach to design has been particularly evident in Hyundai’s electric vehicle lineup, such as the IONIQ series, where the absence of traditional powertrain components has allowed for more innovative and spacious interior layouts.
By integrating cutting-edge technologies seamlessly into their designs, Hyundai has managed to create vehicles that are both visually striking and highly intuitive to use, further solidifying its position as a design leader in the automotive industry.
Furthermore, Hyundai has revamped its overall design capabilities. The new division will spearhead the Group’s efforts to design all-electric vehicles and future mobility solutions, including purpose-built vehicles (PBVs), robotics, and advanced air mobility (AAM).
Leading Innovation
At the core of Hyundai’s success is a strategic metamorphosis. The Group has redefined its brand identity by venturing beyond traditional automotive manufacturing.
Its investments in Boston Dynamics robotics, Supernal urban air mobility, and Motional autonomous driving demonstrate a commitment to leading innovation across multiple technological frontiers. This approach challenges conventional industry paradigms and positions Hyundai at the forefront of future mobility solutions.
Generally, a fast follower closely watches and tracks a brand leader and then quickly emulates. This eliminates many risks. Significantly, fast followers benefit from substantial economic savings that game changers and the first movers must invest in new technologies, such as development costs and investments running into the billions.
“At the core of Hyundai’s success is a strategic metamorphosis. The Group has redefined its brand identity by venturing beyond traditional automotive manufacturing.”
On a more practical level, fast followers wait for a concept to be proven and issues to be worked out. Then, they can spare their customers from recalls, downtime, and inconvenience.
We also see Hyundai as a significant first mover. In highly competitive industries like automotive, the first mover brand leader holds a significant advantage and will be seen by customers as offering something new and exciting. This advantage can translate into new vehicle sales, which are the drivers for any OEM, as we have seen with Tesla.
While some manufacturers are content with a fast-follower approach, others are recognizing the potential benefits of being first movers in key technological areas. Companies that take the lead in these areas can potentially shape industry standards, capture early market share, and establish strong brand associations with innovation.
In the less occupied field of game changers, Hyundai looks to command a market-leading position as a first mover. One of the ways they are doing this is by implementing changes faster through a ‘Software-defined Everything’ (SDx) strategy, which involves redefining vehicles, fleets, and transportation systems with software and AI. The plan is to incorporate software development methods into the vehicle development process and mobility at a time when the industry is being disrupted.
This strategic shift has the potential to redefine how we interact with vehicles and reshape the entire mobility ecosystem.
As Hyundai continues to push the boundaries of innovation, the world watches with anticipation to see how this vision will unfold.
Reflecting on this, my most recent article, Hyundai, deserves some credit. Over the past several years, it has been trendy for Korean companies to tout themselves as Game Changers, but “few walking the talk.”
Hyundai is one of the few brands that aspire to be a mobility Game Changer with a significant forward-leaning commitment.
Game Changer—First Mover By Don Southerton
A Game Changer introduces something with so much added value that it sets them apart. Game changers break beyond the traditional confines of business, dominate their niche, and become the go-to company, service, expert, or influencer.
A First Mover gains a competitive advantage by being the first to bring a new product or service to the market and establish strong brand recognition and customer loyalty.
Over the past few years, Korean companies, big and small, have sought to become Game Changers, often to break out of their secure and well-earned niches.
In the rapidly evolving global automotive industry, Hyundai Motor Group has emerged as a luminary, breaking away from its traditional role as a fast follower to become a trailblazing innovator. This transformation, marked by a bold pivot towards electric vehicles (EVs), autonomous driving technologies, and a wider range of mobility solutions, has positioned the South Korean giant at the forefront of an industry facing unprecedented disruption.
At the core of Hyundai’s success is a strategic metamorphosis. The Group’s commitment to leading innovation, exemplified by its ventures into Boston Dynamics robotics, Supernal urban air mobility, and Motional autonomous driving, has redefined its brand identity and challenged the conventional paradigms of automotive manufacturing and design in many areas.
Generally, a Fast Follower closely watches and tracks a brand leader and then quickly emulates. This eliminates many risks. Most significantly, Fast Followers can capitalize on profound economic savings that Game Changers and the First Movers must invest in new technologies, such as development costs and with investments running into the billions.
On a more practical level, fast followers wait for a concept to be proven and “bugs” to be worked out. Then, they can spare their customers from recalls, downtime, and inconvenience.
We also see Hyundai as a First Mover. In highly competitive industries like automotive, the First Mover brand leader holds an advantage and will be seen by customers as offering something new and exciting. This advantage can translate into new vehicle sales, which are the drivers for any OEM, as we have seen with Tesla.
Notwithstanding Hyundai Motor Group’s new ventures in robotics, urban air mobility, H2, and robot taxis’ autonomous driving technology, I feel Hyundai, Kia, and Genesis have set themselves apart from the competition in their e-vehicles and the ramping up of hybrid rollouts—especially in showcasing exciting new designs.
Finally, and tied to being a Game Changer, Hyundai looks to command a market-leading position as a First Mover by implementing changes faster through a ‘Software-defined Everything’ (SDx) strategy, redefining vehicles, fleets, and transportation systems with software and AI. The plan is to incorporate software development methods into the vehicle development process and mobility at a time when the industry is being disrupted.
Many feel, and justifiably, it’s a great time to be a Hyundai…
Heading into a new week the term first surfaced as I was introduced by a Hyundai creative agency SVP to a team of media executives new to the Brand…. Don is our Hyundai Whisperer.
Soon after it went ‘viral,’ a week later in NYC, I was surprised to be introduced as the “Hyundai Whisper” while onboarding a new digital AOR for Kia.
The term “Hyundai Whisperer” has been used to describe my consultancy. On one level, it illustrates the importance of one’s reputation. On another level, it underscores the significance of dedicating one’s work to a niche.
This continues and more recently my work and interviews with Korea Times and CNBC have focused “big picture” of transforming the Hyundai Motor Group from a fast follower to a game changer.
Frankly, I see my role as less on details of Hyundai and other Korean brands’ operations — and more on providing support to those new to Hyundai, “working with culture,” its processes, expectations, and ever-changing norms.
I will continue to provide “knowledge of the tribe”, insights, and client support worthy of the title — the “Hyundai Whisperer.”
You’re training and follow-up insights have saved my career (and a few others) as we could not have survived the culture clash.
Don was our secret weapon.
The expertise and wisdom that Don brings to the discussion is insightful and practical. Cross-cultural business differences can be very challenging to overcome, and it takes both a knowledge of business practices and how complex cultural uniqueness interweaves into those practices to be successful.
No one knows more about how the global business community needs to understand Korea than Don.
Don is the guru; the guy CEOs want to have their voice heard with… Don is truly “The Hyundai Whisperer” a trusted mentor to many in our industry.
Globally biopharmaceutical companies look to advance the development of a molecule from the laboratory to the clinic and then to market as soon as possible. This must unfold without sacrificing product quality, process efficiency, or patient safety.
To achieve this goal, companies must navigate the complexities of business planning, cell line development, process development, technology, regulatory, and risk assessment. This takes the right mix of resources, expertise, and talent.
In this context, APAC nations led by South Korea are a standout. Specifically, their biopharma hub aims to provide essential research and development activities in the biopharmaceutical industry.
In many cases, this may be a biopharma scale-up lab with separate areas for cell-line development, media screening, clone selection, upstream and downstream process development, and small-scale production for 200L pre-clinical studies.
The hub also includes large-scale manufacturing facilities and can provide end-to-end biopharmaceutical manufacturing services. This enables domestic and foreign companies to quickly enter the global biologics and biosimilars market while reducing the time it takes to bring their products to market.
Bioclusters offer world-class biopharmaceutical production capacity.
For example, industry-leading pharmaceutical companies like Saint-Gobain, Janssen Pharmaceutical, Celltrion, Samsung Biologics, Dong-a Socio Group, and Binex are all located in the Songdo Biocluster.
In turn, across APAC we are seeing pharmaceutical industry leaders like Pfizer, Novartis, MSD, Sanofi, AbbVie, and Amgen have established global manufacturing hubs, too, where they develop a wide range of products.
Many are engaged in various services, including Contract Manufacturing Organization (CMO) of biopharmaceuticals, or developing and producing biosimilars based on their proprietary technologies.
Contract Manufacturing Organization (CMO).
A contract manufacturing organization, or CMO, helps pharmaceutical and biotechnology companies manufacture innovative drug substances. Their offerings include commercial production, drug development, formulation development, method development, pre-formulation, and registration batches.
The strength of these bioclusters, too, lies in their production capacity. The biopharmaceutical production capacity of Songdo is 560,000 liters going head-to-head with San Francisco (440,000 liters), Singapore (270,000 liters), and Ireland (230,000 liters).
Finally, as biopharmaceuticals are made from cell cultures, it is critical to import and export products before products deteriorate during the storage and transportation process and require cold storage.
This means there is a need for a nearby airport and port for transporting chilled goods and frozen logistics. And we find again a standout — Korea with the Incheon International Airport and Port with their state-of-the-art logistics.
What is Cold Storage?
Cold storage, typically at temperatures ranging from 2 to 8 degrees Celsius (36 to 46 degrees Fahrenheit), helps maintain the efficacy of drugs over their shelf life.
An example of cold storage technology, and located within IFEZ is Songdo’s SuperFreeze. https://superfrz.com. They provide sustainable cold chain solutions to Asia’s food and pharmaceutical industries.
Meanwhile, local government efforts are being made for Greenfield sites to create additional biocluster facilities.
What is a Greenfield?
The term greenfield refers to buildings constructed on undeveloped lands where there was no previous development — that was, literally, green. The word green is also synonymous with the word new, which alludes to new construction projects. These greenfield developments are generally made by multinational companies that begin a new venture from the ground up.
Reinforcing this government support, IFEZ and Commissioner Wonsok Yun shared in a recent interview on the Songdo biocluster development:
“We believe that Songdo, which already possesses world-class biopharmaceutical production capabilities, is the perfect match. We are putting our efforts into attracting a bio-specialized complex to build a ‘Bio-Triangle’ connecting the Songdo-Namdong-Yeongjong region. As the companies in Songdo possess advanced strategic biotechnologies, as noted by the Ministry of Trade, Industry, and Energy, I believe it is the most suitable region for the government’s industrial development.”
To conclude, it is expected that within the next decade, the clusters in Korea, and APAC will double to meet the growing global demand.
This will include new foreign direct investments and high-skill jobs with local governments stepping up and providing new support and incentives for domestic and international partnerships.
I have a long history as a trusted advisor offering Korean business strategy and consulting services to firms across the globe. This includes major Korean groups, international brands, and government agencies.
Many see me as the “go-to” expert on all Korean business matters.
Have a Korea-facing question, issue, or project. Let’s talk.
Startups, we assist companies with their CES Innovation Awards by helping them prepare and manage their application entries. This includes translation and editing content for readability and clarity.
We know the intricacies of the selection process and have experience overseeing and promoting recent award winners.
The annual awards program honors the most innovative companies in consumer technology.
The 2025 application deadline is Aug. 23, 2024, 11:59 PM EDT, so time is running out.
Judges assess the innovation based on predetermined criteria, including originality, impact, feasibility, scalability, market potential, and societal or environmental benefits.
All entries are reviewed and scored based on the following criteria:
Engineering and functionality
Aesthetic and design
What makes the product unique and innovative
2025 Categories (We can assist in selecting the best fit)
Accessibility & Age Tech
Products and services with innovative features that enable ease of use to improve accessibility for persons with disabilities, regardless of cognitive, mobile, hearing, or visual abilities. Aging Tech includes technologies designed to assist the aging population in maintaining independence by addressing needs including fall detection/prevention, social isolation, and other health, safety, and wellbeing concerns.
Artificial Intelligence
Software, products and services that simulate human intelligence, productivity or actions through machine learning or some other form of algorithm-based model such as generative AI, natural language processing, computer vision, and neural networks.
Audio/Video Components & Accessories
Systems or speakers designed to provide playback, storage or distribution of audio and video signals and content, as well as products designed to enable, enhance, connect, or maintain audio/video systems and components. Also includes high performance audio components and speakers that provide optimal performance and sound reproduction. Hi-Fidelity products are typically produced in limited quantities and are often handcrafted.
Beauty & Personal Care
Products, devices, and applications designed to enhance skincare, cosmetics, and personal grooming routines. It includes innovations such as smart or enhanced skincare solutions, personalized beauty recommendations, digital makeup tools, immersive beauty experiences, and augmented reality beauty apps, all aimed at improving the efficacy, convenience, and personalization of beauty routines.
Computer Hardware & Components
All desktop and notebook computer systems and internal components, including tablets and e-readers.
Computer Peripherals & Accessories
Products designed to connect to and extend the functionality of desktop or portable computer systems or to enable, enhance, connect, power or maintain desktop or portable computer systems.
Content & Entertainment
A device, app, or service that allows a user to stream audio and video over a network. Offerings can be free or at a cost.
Cybersecurity
Products that serve to protect, enhance, manage or analyze digital security.
Digital Health
Health devices, mobile apps, telehealth and other technologies designed to monitor, detect, treat, and analyze health, support well-being, manage disease or provide a therapeutic benefit.
Drones
Consumer and commercial drones that are able to fly, swim, or otherwise move and be operated from a remote location. May include secondary features such as photo/video recording, movement of materials, mapping, wayfinding, search/rescue, or other capabilities.
Embedded Technologies
Integrated chips and components designed to provide functionality to finished products or subassemblies, including but not limited to microprocessors, sensors, radio-frequency ICs, systems on a chip (SoC) or modules, and embedded Internet of Things (IoT) solutions.
Fashion Tech
Fashion tech, which includes wearables, smart or luxury fashion, is the integration of technology such as sensors, processors, or displays into clothing, accessories, or textiles for the purpose of sensory enhancement, measurement, computing or data-collection/transmission.
FinTech
Products designed to create, enhance or automate financial services such as mobile payments, blockchain, digital financial services and NFT or digital assets.
Fitness
Devices, software, or systems designed to test, monitor, analyze or optimize the fitness, training, or athletic performance of an individual. May also include equipment that incorporates sensors or other technology.
Food & AgTech
Technology that improves the yields and efficiency in food production. Products designed to produce, preserve, or process food with less waste and enable better nutrition. May include plant-based technologies, features that help produce better crops or new locally and home-grown food options.
Gaming & eSports
Products (hardware, software, services) designed to allow users to interact with electronic games. Also includes technologies and software applications including platforms that enable esports.
Headphones & Personal Audio
Devices that allow users to listen to content, such as music, radio, video, TV, gaming, portable media players or telephone conversations. The devices may incorporate microphones for user voice response or input, and do not have to be designed for use with any specific type of device.
Home Appliances
Products that have a primary function of being used in the home, including major and small domestic appliances. Products may provide home heating and cooling, comfort, aesthetics, convenience, food storage and preparation, or cleaning. Products should be internet-connected and offer smart features to enable enhanced operation and capabilities. Also includes products with innovations to improve efficiency or save energy.
Human Security for All
Products that align with the critical role of technology in supporting the United Nations’ efforts to advance human security for all, including Community, Economic, Environmental, Food, Health, Mobility, Personal and Political. Products must demonstrate how technology helps tackle the world’s most pressing problems. More information can be found on HS4A.
Imaging
Products designed to produce or enhance the visual experience or allow the user to capture, store and edit still images or video.
Industrial Equipment and Machinery
Products, systems, tools, or machines used to automate, enhance, and streamline production and operations in sectors like agriculture, mining, and other industrial sectors. Products may include autonomous vehicles for farm management, electric mining and construction vehicles, advanced robotics for performing complex industrial tasks, material handling equipment, among other technologies that form the backbone of industrial operation.
In-Vehicle Entertainment
Products and components designed to be part of an in-vehicle entertainment and information systems(OEM or aftermarket).
Metaverse
Platforms, software, and services that deliver next-generation, immersive online experiences that embody the next iteration of the Internet. Solutions can be consumer-oriented or aimed at the enterprise market.
Mobile Devices, Accessories & Apps
Smartphones and other mobile handsets including wireless hot spots or accessories designed to work with mobile devices, such as cases or chargers. Also includes apps developed to run on mobile device platforms including Android (Google Play) and iOS (Apple App Store).
Pet Tech & Animal Welfare
Technologies designed to promote the physical and mental well-being of animals, including pets, farm animals, and wildlife. Products may include hardware or services that monitor health/safety, track activity, provide food/water, foster companionship, or support other areas of animal enrichment.
Robotics
Programmable or otherwise intelligent machines capable of performing specific tasks or replicating human movement, interactions and productivity. Includes consumer and industrial applications.
Smart Cities
Products, applications and technologies designed to be incorporated in a smart city, or smart venue, technology ecosystem. Smart cities are designed to improve and enhance the lives of the citizens and businesses who inhabit it.
Smart Home
Products and accessories that provide a home’s inhabitants with sophisticated monitoring and control over the building’s functions or enable users to maintain a wired or wireless data network. May also include products and software that provide remote access and control.
Sports
Technology innovations in sports equipment, venues, and broadcasting techniques. Also includes technology that aims to improve athlete safety and enrich the engagement of both participants and spectators in sporting events.
Sustainability & Energy/Power
Innovative features incorporated into products that are environmentally friendly, including efficient and clean energy use; manufacturing processes that reduce use of harmful environment substances (e.g.,lead, mercury, auto emissions); durability/end of-life (e.g., reuse, refurbish, remanufacture, recycle); renewable resources (e.g., solar and wind technologies); products and services that help clean water or air, conserve resources, or facilitate efficient powering or charging of consumer electronic products.
Vehicle Tech & Advanced Mobility
Automotive and other transportation products and services that integrate technology into the driving or riding experience, whether by enhancing safety, navigation, improving the passenger experience (except entertainment), or enabling self-driving functionality. Also includes unmanned aerial vehicles (UAVs) and transportation technologies for air, sea, space mobility, and personal mobility, and engine technologies such as electric and hydrogen.
Video Displays
Devices whose primary purpose is the display of video content, excluding items marketed and sold primarily as computer monitors. Also excludes displays in wearables.
XR Technologies & Accessories
Products (hardware) designed to provide a virtual, augmented, mixed or extended reality experience. This includes accessories designed to work with XR technologies and systems such as haptic gloves or controllers.
It’s common in Western meetings to first discuss issues as part of the work-through. As well as any potential repercussions and downsides. Then, after discussions sometimes at length, the team will discuss options and countermeasures.
In contrast, Korean teams, knowing of the issue, prefer to focus talks on the solution and immediate steps to mitigate—then report these plans and actions to leadership.
My recommendation when tackling an issue is for teams to clearly state the challenge and recognize potential downsides, but quickly move on and devote the meeting to actionable steps and solution-oriented discussion.
This can be streamlined by a PPT which clearly and concisely states: Point 1—the Issue and Point 2—any Downsides, versus rehashing the issue and downsides-repercussions.
More so limit or sidebar any deep discussions on either point… dedicating the meeting to Point 3—actionable and solution-oriented steps.
The final steps should be a tentative timeline for executing the steps and the outcome. This gives the Korean team key points they need for reporting to leadership.
Questions, comments, ask. I, too, am always open to new projects and opportunities.
Korean brands….It’s not too early to be thinking about CES 2025. We offer elite services to support companies and brands for the world’s top trade show.
Most top brands are now working through their January 7-10, 2025 Consumer Electronics Show plans.
We offer theme development that shares your vision, strong pre-show and in-show PR and media outreach capabilities, plus media event content and hosting.
This year 5000-plus global media and content creators packed the show’s media centers and extensively covered the show leading to some 25,000 media mentions and more than 35,000 articles. We can ensure that your brand and products get the attention they deserve.
We have a track record of getting media product attention including a coveted “Top 10 “by CNET.
We have also prepared and managed entries for the CES Innovation Awards and won an Honoree in the Sustainability, Eco-Design & Smart Energy categories. The annual awards program honors the most innovative companies in consumer technology.
Again, the best time is NOW to plan for CES 2025. Along with our partners, we can position your company for a successful event. Let’s talk
Korean Design in Focus: Hyundai–From Fast Follower to Game Changer
By Don Southerton August 19, 2024
I am honored and humbled that my work is showcased in the Branding in Asia series on Design Korea.
It will run about 30 articles over the next two weeks.
https://www.brandinginasia.com/hyundai-from-fast-follower-to-game-changer
A game-changer introduces something with such significant added value that it stands out from the competition. Game-changers transcend traditional business boundaries, dominate their niche, and become the preferred choice for customers, clients, or followers. They become the go-to company, service, expert, or influencer.
Crucially, a first mover gains a competitive advantage by being the first to bring a new product or service to the market and establish strong brand recognition and customer loyalty.
Over the past few years, South Korean companies, from startups to conglomerates, have aspired to be game changers, often to break out of their secure and well-earned niches.
In the rapidly evolving global automotive industry, Hyundai Motor Group has emerged as a luminary, breaking away from its traditional role as a fast follower to become a trailblazing innovator.
In 1974 Hyundai tapped Giorgetto Giugiaro to design the Pony.
This transformation, marked by a bold pivot towards electric vehicles (EVs), autonomous driving technologies, and a wider range of mobility solutions, has positioned the South Korean giant at the forefront of an industry facing unprecedented disruption.
The evolution of design by Hyundai has been a key factor in its transformation from a fast follower to an industry innovator as it has steadily reason through the ranks of the global automotive industry.
Over the past decade, Hyundai has made significant strides in elevating its design language, moving from functional and conservative aesthetics to bold, distinctive, and forward-thinking designs.
Hyundai initiated this shift by introducing the ‘Fluidic Sculpture‘ design philosophy in the late 2000s, which brought more dynamic and expressive forms to Hyundai vehicles. Originally conceived in 2007 by M.K. Chung and Oh Suk Geun, Fluidic Sculpture was a much-needed design platform that brought consistency among the brand’s models.
The company further refined its approach with “Fluidic Sculpture 2.0” and later, the “Sensuous Sportiness” design identity, which emphasizes harmonious proportions, dynamic silhouettes, and unique details that set Hyundai vehicles apart in the market.
Hyundai’s design evolution has not been limited to just the exterior of its vehicles. The company has also made significant advancements in interior design, focusing on creating spaces that are not only aesthetically pleasing but also highly functional and technologically advanced.
This holistic approach to design has been particularly evident in Hyundai’s electric vehicle lineup, such as the IONIQ series, where the absence of traditional powertrain components has allowed for more innovative and spacious interior layouts.
By integrating cutting-edge technologies seamlessly into their designs, Hyundai has managed to create vehicles that are both visually striking and highly intuitive to use, further solidifying its position as a design leader in the automotive industry.
Furthermore, Hyundai has revamped its overall design capabilities. The new division will spearhead the Group’s efforts to design all-electric vehicles and future mobility solutions, including purpose-built vehicles (PBVs), robotics, and advanced air mobility (AAM).
Leading Innovation
At the core of Hyundai’s success is a strategic metamorphosis. The Group has redefined its brand identity by venturing beyond traditional automotive manufacturing.
Its investments in Boston Dynamics robotics, Supernal urban air mobility, and Motional autonomous driving demonstrate a commitment to leading innovation across multiple technological frontiers. This approach challenges conventional industry paradigms and positions Hyundai at the forefront of future mobility solutions.
Generally, a fast follower closely watches and tracks a brand leader and then quickly emulates. This eliminates many risks. Significantly, fast followers benefit from substantial economic savings that game changers and the first movers must invest in new technologies, such as development costs and investments running into the billions.
On a more practical level, fast followers wait for a concept to be proven and issues to be worked out. Then, they can spare their customers from recalls, downtime, and inconvenience.
We also see Hyundai as a significant first mover. In highly competitive industries like automotive, the first mover brand leader holds a significant advantage and will be seen by customers as offering something new and exciting. This advantage can translate into new vehicle sales, which are the drivers for any OEM, as we have seen with Tesla.
While some manufacturers are content with a fast-follower approach, others are recognizing the potential benefits of being first movers in key technological areas. Companies that take the lead in these areas can potentially shape industry standards, capture early market share, and establish strong brand associations with innovation.
In the less occupied field of game changers, Hyundai looks to command a market-leading position as a first mover. One of the ways they are doing this is by implementing changes faster through a ‘Software-defined Everything’ (SDx) strategy, which involves redefining vehicles, fleets, and transportation systems with software and AI. The plan is to incorporate software development methods into the vehicle development process and mobility at a time when the industry is being disrupted.
This strategic shift has the potential to redefine how we interact with vehicles and reshape the entire mobility ecosystem.
As Hyundai continues to push the boundaries of innovation, the world watches with anticipation to see how this vision will unfold.
https://www.brandinginasia.com/kdif