Which Is More Heinous: Hyundai's Hood Ornament OR BMW's Hybrid Badging?

In short, an automotive emblem or signage is supposed to convey something about the brand. Power, luxury, efficiency, sporting intentions or whatever else can define a marque in the form of an icon. Essentially, it is suppose to be the foundation of the company, as a whole.

Looking back into the elder automotive firms, we see that their symbols have evolved over a long period of time. With major changes in the companies, their images were revolutionized. For example, we see Volkswagen's iconic "V" over the "W" go through several modifications but remain true to its heritage post-World War II. On the other hand, Mazda's icon is all over the place.

But, let's get a bit up to speed with modern cars.

New automotive builders have shaken up the industry, with a peculiar look and execution, to say the least. Hyundai, for instance, began vehicle production in the late 1960s and started importing autos to the U.S. starting in 1986. For years their vehicles were frowned upon, until the latest Hyundai Genesis -- which has taken the industry by storm. The next long-awaited product is the Equus, aimed at taking down large executive sedans.

Here's a good question though: what the hell is on the hood?

The Korean manufacturer has long been scrutinized for its similar designs and in some cases blatant rip-offs -- if you need more evidence, look at the latest Sonata's navigation unit, which is eerily similar to Nissan's unit. In an effort that must be Hyundai's take on the Spirit of Ecstasy, Rolls-Royce's famed lady, they have created an uninspired blob with wings.

Then we have BMW, one of the most respected names in the biz. A company who has built themselves on their capacity to NOT follow trends while continuing to innovate and leave their competitors in the dust. What did they do? Add a ridiculously long-named badge "Active Hybrid 7," to their premier vehicle.

Now, I understand that a primary reason why consumers pick up a hybrid is to put on a good face for the neighbors but isn't this just excessive? Couldn't they have implemented something a bit more subtle like the "Xdrive" badges we see on the fenders of the latest AWD creations coming out of the Bavarian company's factories?

What do YOU think?

Which is the bigger faux pas? BMW's hybrid acknowledgement or Hyundai's shameless rip-off?

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TrueAutoSpy - 12/7/2009 1:01:53 AM

+8 Boost

NEITHER!

Now stop trying to start nonsensical flame wars.

Agent63 - 12/7/2009 1:03:12 PM

+2 Boost

Agreed.

Why does a flame war have to start with badging and ornaments? I guess it drives more hits everyday when people click back on to see their comments responded.

lexusrox123 - 12/7/2009 6:01:25 PM

+1 Boost

personally, i think neither are a problem. Actually, the only thing heinous is the whole front end of the equus! lol. Seriously though, that car looks scary, like a maniac psychopath or something.

KZ258 - 12/7/2009 1:03:17 AM

+11 Boost

they both look really stupid.

synx - 12/7/2009 1:03:40 AM

-12 Boost

I see nothing wrong with BMW's

528i - 12/7/2009 1:13:26 AM

+16 Boost

I can wait for the new BMW 750i xdrive50 Active Hybrid 7super sedan sport edition.

dumpsty - 12/7/2009 11:31:10 AM

+7 Boost

LOL! I had to really catch myself from laughing too loud after reading your post. BMW's vehicle names have gotten a bit overwrought lately. You can't pack every single detail about the car in the model name...becomes a true mouthful to identify new BMW's these days.

lexusrox123 - 12/7/2009 6:03:48 PM

+1 Boost

Hey! Just like the 20 gazillion different iterations of the Ford mustang! Ford mustang shelby GT500 KR saleen bullitt . etc, etc.

Agent001 - 12/7/2009 1:35:01 AM

+11 Boost

I tested the 7 hybrid in LA for the first time and when I saw the hideous badging I couldn't believe it. It says Active Hybrid on the rear. In my opinion, thats enough.

And for the Hyundai, Rolls-Royce has the spirt of ecstasy on their hood and my nickname for the Hyundai ornament is the Spirit of Agony.

What are BOTH companies thinking?

001

B7FAN - 12/7/2009 7:19:25 AM

-3 Boost

look fine to me

onetime - 12/7/2009 7:53:08 AM

+1 Boost

I do not know the purpose of this article.
Americans should understand about how auto cultures differ, and how companies market differently around the world. The hood ornament has been a symbol of luxury in the Korean market, and to my knowledge, the design was not hideous at all for Korean consumers. Therefore, the hood ornament has been on many Korean cars, and it has not been uncommon. It's pretty interesting to learn that many Americans have hard time looking at the hood ornament as if it is a total bizarre.
These are some pictures of other Korean cars with hood ornaments:

Ssangyong Chairman W:
http://file2.bobaedream.co.kr/pds/CyberCar/0/213850/img_213850_1.jpg?0

Hyundai Grandeur (Azera):
http://file2.bobaedream.co.kr/pds/CyberCar/8/217738/img_217738_1.jpg?0

Hyundai Grandeur (XG350):
http://file2.bobaedream.co.kr/pds/CyberCar/8/217518/img_217518_1.jpg?2918

Hyundai Dynasty:
http://file2.bobaedream.co.kr/pds/CyberCar/9/213669/img_213669_1.jpg?3097

Renault Samsung SM7:
http://file2.bobaedream.co.kr/pds/CyberCar/6/213076/img_213076_1.jpg?12875

Kia Enterprise:
http://file2.bobaedream.co.kr/pds/CyberCar/5/208225/img_208225_1.jpg?7556

GM Daewoo Veritas:
http://file2.bobaedream.co.kr/pds/CyberCar/7/191377/img_191377_1.jpg?22551

GM Daewoo Magnus (Suzuki Verona):
http://file2.bobaedream.co.kr/pds/CyberCar/0/204380/img_204380_1.jpg?2707

To those Americans consumers who are fed up of looking at the Equus' hood ornament, there is a good news. It is likely that the Equus coming into the U.S. market will not have the hood ornament. Although nothing has been confirmed, export versions have badges instead of the ornament.

Hyundai Equus (Non-Korean market version):
http://carpr.co.kr/photo/bbsImg/341820-1.jpg

pushrod27 - 12/7/2009 4:02:37 PM

+1 Boost

onetime, people don't dislike the hood ornament in and of itself. what is offensive is that Hyundai copied the hood ornament from Rolls Royce, trying to visually suggest that it's vehicle is of similar class. On a Rolls or a Bentley, the hood ornament is a thing of class and beauty. On a Hyundai, it is disgusting and offensive.

onetime - 12/8/2009 2:42:24 AM

+2 Boost

Pushrod, you said that Hyundai's ornament "visually suggest that its vehicle is of similar class" to a RR. That is exactly what Hyundai is marketing for in the Korean market. Why? Because putting up a ornament on the hood is NOT disgusting and offensive in Korea.
And as you have seen from my uploaded pictures, Hyundai is not the only Korean company which puts ornaments on their hoods. Renault Samsung Motors (which the mother company is French) put up an ornament rather similar to that of Mercedes-Benz on its SM7. GM Daewoo (which the mother company is American) put up an ornament similar to that of the RR on its Veritas. Why do you think foreign-managed cars allow themselves to market and sell this way in the Korean markets? It's because Korean consumers do not feel cars with an ornament as offensive or disgusting; but rather they feel they are buying a car "visually" similar class as the RR or the Merc.
To non-Koreans, a hood ornament similar to a RR may look disgusting and offensive, and that is why Hyundai is putting a badge instead of an ornament for its export versions of the Equus.

pepito66 - 12/7/2009 7:58:08 AM

-4 Boost

I don't see anything bad with the BMW badge they just show that is a hybrid car.
The other is ridiculous they always imitated and mimic the originals design from leaders brands like BMW and MB is not funny and now is a Rolls Roice turn with the Spirit of Ectasy. Now they have a new version called the Spirit of Agony yes is true Stop Copying and Imitated Stop theft talent and design from original.