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Hyundai’s vice president of design, SangYup Lee, says the brand should be more than just a value nameplate and is setting his target extremely high.

He thinks the company should be producing vehicles that are “sexier than Alfa Romeo.”

While we used a photo of a 2011 Hyundai Accent to head the article as a bit of a goof, the idea is only patently ridiculous if you don’t give it any serious thought. Hyundai’s designs have historically been a festival of mediocrity, but that’s not really the case anymore. The Korean brand has stepped up to meet is rivals and has even managed to surpass them in some respects.



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A Move For The Better? Hyundai Wants To Break Out Of The Boredom Shackles, And Be Sexier Than Alfa

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