Hyundai North America CEO John Krafcik recently told Automobile magazine that it's popular "fluidic sculpture" design language won't stand still as it evolves with Hyundai's lineup in the coming years.

"You'll see even more maturity with the new Santa Fe, and future cars will feature something we're internally calling Fluidic Precision, where the forms might be a little less extroverted," Krafcik said. "You'll see that with the next Sonata, the design of which has just been frozen."

Krafcik also confirmed that Hyundai will introduce an all-wheel-drive version of the Genesis sedan in its next iteration, which will likely be shown as a concept vehicle later this year. Furthermore, Hyundai is considering upgrading the Genesis coupe to take on the likes of the the BMW 3 Series.

And while most automakers decline to discuss future products, Krafcik pulled the Hyundai's curtain back just a little. We're more than likely going to see a premium crossover in Hyundai's future lineup, but not likely to see a convertible, minivan or pickup truck.


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    • 1 Second Ago
  • 59 Comments
      Chris Fernandez
      • 2 Years Ago
      In my opinion, Hyundai and Kia can make a good product at a great value. Many people already knew that. But you CANNOT go head to head with BMW, Mercedes, Audi, Etc. under the Hyundai or Kia brand. The current genesis sedan was a solid attempt at challenging German and Japanese luxury marques, and the next generation can only build on that. However, I have a hard time believing that someone in the market for a luxury vehicle would seriously look at buying a Hyundai without thinking it'd be a trade-off because of the value they're getting. I think to curb this, Hyundai should launch a luxury brand of its own, Kind of like Lexus, Acura or Infiniti. They could even call it Genesis. Continue making the current line up, and put some R&D into a new brand to SERIOUSLY take on the competition. They could even move the Genesis coupe upscale and build a more affordable version under the hyundai brand. Just my 2 cents.
        tinted up
        • 2 Years Ago
        @Chris Fernandez
        I understand that Kia is being positioned as a volume marque and Hyundai towards luxury automakers. That being said I think Hyundai going toe to toe with BMW/Mercedes is a big mistake. Trying to nab Acura/Infiniti/Lexus buyers needs to be their primary concern if they wish to be more upscale. There is no way as a BMW owner would I even consider going to a 'luxury' brand that also makes the $14k Accent. Of course my thought process could come across as snobby, but when I am paying premium money for a premium vehicle I want some sort of exclusivity as well. Granted a 3-series is not that exclusive, it sure is a hell of a lot more exclusive than a Malibu. In other words Chris I do agree somewhat, but forging a new brand so soon when Kia and Hyundai haven't firmed up their image and market positioning is not a great idea.
          Chris Fernandez
          • 2 Years Ago
          @tinted up
          I don't think they should try making an entirely new brand just yet, but it would be a very wise business move to do so within the right time frame. In my mind Hyundai coming out and saying something "Luxury sub-brand before 2020" or something like that wouldn't be such a bad idea. It would give the dealer network time to think about and possibly prepare for new product. Also, this would make huge waves in the automotive press which would bode well for Hyundai.
        FuelToTheFire
        • 2 Years Ago
        @Chris Fernandez
        Genesis doesn't compete with A4 or 3 series, no way, it competes with other fellow pieces of **** like the Suzuzki Kizashi and the Malibu. Also Hyundai isn't a luxury brand, it is a brand for trashy people who buy flashy Hyundai cars thinking that since they lie about their paper specs (mpg, hp, 0-60) they are so good, when in reality even their "luxury models are even worse than the mainstream, anyone who has spent 3 seconds in a Genesis or Eqqus knows this.
          MyerShift
          • 2 Years Ago
          @FuelToTheFire
          I have. The Genesis is impressive, troll.
        Sealy
        • 2 Years Ago
        @Chris Fernandez
        Take a closer look at the new Gennys you see on the road. Hyundai dealers are now removing the H's and fitting them with Equus wings. Even if Hyundai is a little slow to make it official, the dealers are moving ahead with the plan.
      Edward
      • 2 Years Ago
      Maybe they'd like to concentrate on putting some precision into their electric steering first and foremost.
        • 2 Years Ago
        @Edward
        [blocked]
          Luke Scrase
          • 2 Years Ago
          You sir, are a moron.
          FuelToTheFire
          • 2 Years Ago
          Agreed. Hyundai is the only car that has even worse driving dynamics and steering feel than Toyota. No tru enthusiast would ever buy a Hyundai . Ever.
      scott3
      • 2 Years Ago
      I am not a fan of Hyundai but they were the first Korean company not connected to another national company that made cars there that did not look as if they came from the Soviet Block. Now while Hyundai has improved they too still have issues. Knowing someone in the Service department helps give you an idea of where they are at. Brake, suspension and rust issues here in the midwest are all too common. But then again how much did you pay? While they are not there yet they will need to be watched as they are doing what many others are not. Building good but not great cars and selling them at a very good price. In other words they have mastered the Good Value that many of the other makes have lost. Now as for this Fluidic Precision. It is just makreting trying to say they are doing a better job of make a car that looks like many others. It it just me or is it sad so many companies cars if the emblems were removed the general public could not tell one from the other? There is such a lack of original design and it is just made more diffcult to design great cars when they get smaller and smaller.
      dohc73
      • 2 Years Ago
      Good press. Hyundai must be aware that the bottom can drop out at any moment if they don't keep shoveling fluff like this into the public's mouth. There's a dry spell about to sweep through Hyundai and this article hints that they are aware of it as a company.
      carguy1701
      • 2 Years Ago
      'Fluidic Precision' sounds like an evolution of 'fluidic sculpture'.
        ClementZ
        • 2 Years Ago
        @carguy1701
        It certainly SOUNDS like an evolution. I'm waiting to see if this is another design revolution from Hyundai, or if it's a maturation of the current design, which has worked very well for them.
          carguy1701
          • 2 Years Ago
          @ClementZ
          My guess would be maturation, but revolution isn't out of the question.
        Teko
        • 2 Years Ago
        @carguy1701
        Agreed, I'm thinking Hyundai will simply remove the rounded/curved look from its current design language and replace it with straight/sharp body lines.
      Eric
      • 2 Years Ago
      An all-wheel-drive Genesis sedan? Now I've got something really cool to dream about tonight. And don't tease me with the idea of a premium crossover. P.S. There are a few car reviewers out there who still do not know how to pronounce Hyundai. It rhymes with Sunday!
      Kahz
      • 2 Years Ago
      Count m as very excited.
      joe shmoe
      • 2 Years Ago
      more precise wavy lines and creases.....
      caddy-v
      • 2 Years Ago
      The only thing "fluidic precision" about Hyundia is properly aiming at the logo after a couple of beers.
      • 2 Years Ago
      [blocked]
      Luke Scrase
      • 2 Years Ago
      Anybody that has climbed into a new Azera will know that Hyundai are definitely on the right track. Offering a vehicle, that, in my opinion, is a superior vehicle to its main competition (Avalon, Maxima). I think offering AWD in the Genesis is a great step forward and can only help them. I'm not to sure about another crossover being added to the line up that already seems a little crowded to me, but hey, Hyundai haven't put a foot wrong on 5 years so who am I to comment on that? I love the automatic animosity that any Hyundai post generates, why so much hate? I'd be willing to bet that 75% of the people that comment on here haven't even driven the latest Hyundai offerings. Go test a 2.0T Sonata and tell me it isn't a blast to drive, or an Azera and tell me it isn't just a really nice place to be. Take a Genesis coupe out on a windy road, get the tail out every once in a while and tell me, "the shifting was too vague" or "the steering isn't like a BMW". Reading these negative comments posted by review jockeys and Honda fanboi's gets really old.
      SunnyDli+3
      • 2 Years Ago
      AWD genesis coupe? WHAT? If they can get a bit more power out of that 2.0t mill and pair it with a decent and lighter AWD set up they will not only be going after BMW but will decimate Subaru's WRX sales as well... I say go for it Hyundai, let's see what you got!
        rob.morrow
        • 2 Years Ago
        @SunnyDli+3
        How's the weather in Korea? Yes, most Subaru owners are known for being willing to buy cars from people that eat Spaniels. If Hyundai makes a AWD car I know I am totally there, I need those fake high MPG rating badly. We don't care that their product is superior instead of having better specs on paper, or that they have zero landfill plants, or have been oddly kind as a company, or that they generally have better AWD then competitors. Hyundai is still for people that are willing to settle for less.
        Teko
        • 2 Years Ago
        @SunnyDli+3
        They said AWD Genesis SEDAN.
          mazeroni
          • 2 Years Ago
          @Teko
          There is no reason to think the same system won't be dropped into the coupe so they could target the G37X - 335IX. I wouldn't expect it on the 2.0T, the car is already heavy enough and I don't believe Hyundai's AWD system is really advanced enough to justify the added weight compared to the STI EVO systems. I could see it regulated to the 3.8 GT only or if they surprise us and jam the 5.0 + AWD, well, that would be magic.
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