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

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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MDarringer - 8/6/2018 10:03:52 AM

-15 Boost

Given that the Giulia borrows from BMW (15 years ago) and Infiniti to create its dullness and just how forgettable the Stelvio is, Hyundai is already better looking than Alfa Romeo.

zlives - 8/6/2018 2:17:43 PM

+13 Boost

its interesting you mention borrowing... in defense of a company that can't even come up with an original logo for wither of its brands.

dlin - 8/7/2018 12:13:09 AM

+10 Boost

You know that moran is Korean right?

carloslassiter - 8/6/2018 10:12:13 AM

+11 Boost

Um no, it isn't.

zlives - 8/6/2018 2:19:41 PM

+5 Boost

hmmm, Hyundai, clearly not paying attention to the current culture. Shackles are what is considered sexy now anyways

MDarringer - 8/6/2018 3:34:58 PM

-6 Boost

@zlives Oh baby!

countguy - 8/6/2018 10:53:02 AM

+9 Boost

lmao

qwertyfla1 - 8/6/2018 11:20:48 AM

+9 Boost

Hyundai sexy -NOT!

The only good looking Asian brand overall is Mazda

PUGPROUD - 8/6/2018 11:49:27 AM

+9 Boost

Alfa earned its bones over decades of racing, winning, producing super performance engines, great design, being in movies and the birth place of Enzo's career. It takes time and history to build a brand as renowned as Alfa not mere words or intent!

MDarringer - 8/6/2018 12:08:46 PM

-9 Boost

That is a wild, over-embellishment of Alfa's actual accomplishments. Alfa Romeo's renown is more like infamy given the garbage-grade, reliability/durability nightmares they've produced over the years. Whatever racing accomplishments they may once have had have been long squandered.

MDarringer - 8/6/2018 12:21:51 PM

-9 Boost

It's got a lot of uproar happening behind the scenes. Genesis was to have stand-alone dealers. That means that the dealers who are independent of Hyundai have to provide the building. Business people bought land and in some cases broke ground then Hyundai said "oopsie", so the sh!+ is hitting the fan. It makes more sense for Hyundai to ditch Genesis in the USA, buy FCA and then turn their Genesis products into Maseratis.

TomM - 8/6/2018 1:35:07 PM

+2 Boost

They would be better off turning their Genesis models into Chryslers -- as long as they don't make them in Korea. A real Maserati has to be made in Italy.

MDarringer - 8/6/2018 1:48:58 PM

-8 Boost

That's assuming the Chrysler brand has cache worth saving and most would say that it doesn't.

If a real Mercedes can be made in Alabama, a real Maserati can be made in Korea.

TomM - 8/6/2018 7:12:28 PM

+3 Boost

But a Maserati is AN Exotic brand - not a REgular Market brand - and the Genesis cars are NOT exotics - they are at best - me too copies of existing product already on the market - and they have no Cache' or prestige.

ANd I do not agree about A Maserati being made in any country but Italy - a Ferrari made in KOREA would be lambasted as a mass market attempt - and shunned. Maybe they could make a hood ornament for the Maserati in Korea - but not the whole car.