Hyundai IONIQ 9 - Design Presentation
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00:00Simon Loesby Reviewer
00:07Good morning, ladies and gentlemen, welcome from my side as well.
00:22My name is Simon Loesby, head of the Hyundai Design Center.
00:25It's a real pleasure to see so many of you here,
00:28I mean, come such a long way, so many familiar faces, new faces and friends,
00:32so it's a big welcome and I'm very honoured to have you here
00:36and to be able to present one of our latest pieces of work.
00:41But I'm standing here, not alone, I'm representing a big team,
00:46representing a big team of colleagues back in Namyang who are working on 109,
00:51and not only in Namyang, our USA team and our European team
00:55were collaborating together to deliver R89 from the set and concept in 2021.
01:05At Hyundai Design, you'll know we have a principle
01:08where we treat each of our vehicles to some extent
01:13like a chess piece from Western Chess.
01:15Each piece has a specific role, a specific role to play a specific move on the chessboard.
01:22Like each of our cars has a specific customer focus,
01:26and that's why we develop different typologies for different customer mindsets.
01:32This gives us a big bandwidth in our portfolio.
01:35We call it the Hyundai look, where for each of our players, each of our vehicles,
01:42we raise the emotional value connecting to the consumer lifestyle.
01:48Our philosophy behind design is what we call customer-centric design.
01:54And there are four building blocks to that.
01:57We try to connect the vehicle as closely as possible to the customer lifestyle.
02:02In the future, when we finish the car,
02:06we try to connect it to their place of work sometimes, their work site.
02:11We also have some amount of heritage within Hyundai
02:15that we can apply to our designs.
02:17And of course, critically, integrating the right technology into the vehicles.
02:24So customer-centric design is about actually looking for what we call latent needs.
02:29Things that the customer today hasn't told us, but will be evident in the future.
02:34We're looking for the signals that build to connect to the customer's diverse mindsets.
02:41And the mindset for Arnig 9, of course, our all-electric three-row SUV,
02:48is about that clean journey, that efficient journey.
02:51We weren't looking to do the typical boxy SUV.
02:54We're looking to do the SUV in an IONIQ way.
02:59Now, IONIQ itself is now a lineup of three cars.
03:04You'll remember this image from 2021 where we made our promise.
03:09And now we fulfill that promise with a third in our lineup of production IONIQs.
03:14We did three concept cars.
03:17And since then, we've been working hard with our teams
03:19to deliver to the right quality and the right emotion
03:24and the right design statement for IONIQ 9.
03:28But what makes an IONIQ?
03:31What are the connecting factors for IONIQ?
03:34Well, there were three building blocks.
03:36The first is that we apply the most sustainable approach that we can for each of our IONIQs.
03:44Whether it's being more efficient, whether it's use of materials or processes,
03:50IONIQ is the groundbreaker in the organization to do this in the best way.
03:55The second principle for IONIQ, the building block,
03:59we like to call it the furnished interior space.
04:02We have a bigger interior space than any other car in the segment.
04:07A longer wheelbase.
04:08And we have different in-car experiences.
04:13Then the third of our building blocks, the parametric pixel.
04:18You probably know the story.
04:20You probably think Simon talks about this story too much.
04:23But the pixel is very important.
04:24It's the one visible connection that connects IONIQ 5, 6 and 7.
04:29And it has a generation-connecting appeal.
04:36If you ask my kids, they'll say Minecraft or Roblox.
04:39That's the building block of their digital understanding in today's day and age.
04:45My age, maybe some of you too, will think back to the first computer game you played.
04:50My first electronic computer game was the game Pong,
04:54which was a pixel tennis game with a pixel going back and forth.
04:58The first electronics then.
05:00But from Korean history, if we go back to 1447,
05:05where King Sejong decided to redesign the language and designed Hangul,
05:10today's alphabet,
05:12he created an alphabet which I think is the only one in the world
05:16with a perfect pixel as one of the letters.
05:19So it's actually a distinctly Korean fact as well,
05:22which we apply to our most modern vehicles.
05:27You could say it's a 600-year-old design language.
05:30So thank you, Korean history, for that.
05:32But it doesn't look out of date.
05:34It looks bang up to date and modern.
05:35If you see pixels on any other vehicles now,
05:39we've inspired maybe other companies to take a similar approach.
05:42But we own it, and it's distinctly Korean.
05:44That brings us on to Arning 9 itself.
05:50And you can see on the image here,
05:52as we describe it, the air aesthetic lounge,
05:55an aerodynamically, hugely, aesthetically beautiful and simplified shape.
05:59And the pebble you see there,
06:01the smoothness of the pebble, the purity of the pebble.
06:04Actually, that pebble is when I picked up on the beach in Yozu Island last weekend
06:09as I was there, and I found the perfect pebble,
06:12which I wanted to photograph and use in the presentation.
06:15But as we worked on Arning 9,
06:17the three parts to the story,
06:21if you like, the Teutonic nature,
06:23sort of engineered all this Germanic quality
06:26to the surfaces and execution,
06:29in a very engineered, a very technical way.
06:31As these surfaces run down the car,
06:35they end in what we call the boat tail,
06:38where the cabin tapers towards the rear,
06:40leaving this muscular shoulder still.
06:43Not only is it aesthetically unique,
06:46attractive, but it's also quite muscular,
06:48and creates a very efficient aerodynamic shape.
06:52And finally, the integration of technologies was important to us,
06:57mostly evident at the front,
06:58where we have a very clean volume,
07:00but we're integrating in a flush way
07:02what we call a technology cassette,
07:04where our sensors can be upgraded over time
07:07without changing the architecture of the front of the car.
07:12Now, our designers took the seven concept
07:15and developed that further,
07:17and really refined the designs you can see here
07:20into this bold, spacious,
07:23and highly, highly functional shape,
07:25still with a muscular stance,
07:28still with a strong presence at the front of the car.
07:32But critically in side view,
07:34and that's why we wanted to show you the side view first,
07:37the proportion is our way of executing an SUV.
07:42It's clean, it's solid, and it's simple,
07:44but there are some crucial dimensional changes
07:47that are different to a typical SUV.
07:49We actually have quite a short hood
07:51and quite a low bone line at the front.
07:54This helps us aerodynamically,
07:56and as we shorten the hood,
07:57we stretch the cabin forwards
07:59and get a very fast windscreen.
08:01That fast windscreen peeking
08:03quite a long way towards the rear here,
08:05accelerating down over the third row headroom,
08:08ending at the back here,
08:10giving us the longest interior diagonal that we can create.
08:14Not only is it huge,
08:16and I urge you to sit in all three rows
08:19when you get in the car later,
08:20a massive interior space,
08:22which doesn't seem so big from the outside,
08:25but that was our principle
08:27to give us that interior space in an efficient form,
08:30and this point then is hugely aerodynamically efficient as well.
08:34The wheelbase is the longest ionic,
08:363.13 meters.
08:39That obviously gives us massive potential
08:42for the interior flexibility.
08:43At the front of the car, as I mentioned,
08:48a very clean volume,
08:50a clean volume of pushing through the air,
08:52and very, very memorable
08:54from, of course, the seven concept in 2021.
09:00But there are a set of stories around the car
09:05which keep going,
09:06which only when you really study it
09:08do you realize how the inspiration from the boat
09:10has given us a very unique muscular tale.
09:13There are detailed stories,
09:15secret stories around the car as well.
09:19One of the descriptions I use
09:20for this single diagonal line on the body side,
09:25what I call the hanbok line,
09:27the traditional Korean dress
09:29that all mothers are wearing at the weddings especially,
09:33has a single diagonal along the collar.
09:36And that's the way I would describe it to the design team
09:39when we're discussing the position of the hanbok line,
09:42the acceleration on the hanbok line,
09:44and the plan shape,
09:45how the shape of the vehicle changes
09:47as it moves around what I call the hips and the haunches
09:50at the rear of the car.
09:51Also, the detailing at the front of the car
09:55is product design-like character
09:57to the transparency,
09:59the technology center
10:00as we look forward to monitor the traffic
10:03using all the ADAS systems that the car has.
10:06And then even down to the wheels,
10:08the turbine-like inspiration behind the wheel design,
10:12slightly closed design at the rim
10:14which helps us aerodynamically with a few more counts,
10:16but clearly an aero statement in this execution
10:20which is the 21-inch on the calligraphy version of Arlene Knight.
10:26But all of these beautiful images that you see,
10:30they're not my sketches,
10:31they're the team sketches.
10:33And the team behind them,
10:35I'm happy enough to say today
10:36we have two of the designers here with us,
10:39Hyongsoo and Woohyun.
10:41This is not a photo shoot,
10:42this is their desks.
10:43I walk past these guys every day in the studio
10:45and we talk about design.
10:47I would say a huge thank you to them
10:49and they're here, I think,
10:50standing over at the back somewhere.
10:52If we could give them a round of applause
10:53for their beautiful work.
10:59These guys know every half millimeter of the car
11:02possibly better than I do.
11:04It's great thanks and it's great fun working together.
11:08Moving on to the interior.
11:11With this huge interior space,
11:13we wanted to create what we call
11:15a calm, caring, relaxed, furnished environment.
11:20Nature inspired, soothingly calm spaces and shapes.
11:25You know, what we hear
11:27and what we see and what we touch
11:30has an enormous impact on our mood
11:33and our personal mental space.
11:35So we didn't want to create
11:37a technologically overpowering space.
11:39We wanted to create a calm, natural lounge space
11:43for our customers.
11:45And the inspiration of nature
11:47was really important in that.
11:49A natural space, a smooth space,
11:52but a spacious amount of room for the customers.
11:55Find balance in the simplicity
11:57of that environment.
12:00The natural lounge, as we call it,
12:03has a clear inspiration also
12:05from the seventh concept.
12:07The elliptical theme
12:09was the strongest factor
12:11we wanted to create,
12:12that calmness of that,
12:14yeah, that pebble from the beach
12:15which I picked up in Yozu recently.
12:18That translated very nicely
12:20into the production interior.
12:22This rendering from Song Joong,
12:24who couldn't be here today,
12:25but he was working very closely
12:27in Nam Yan with our European team
12:29to deliver the interior
12:30of our Ignite.
12:34Even the detailing of the air vents
12:36continues the theme,
12:38almost the sofa-like furnished space
12:41for the interim panel
12:42and the doors,
12:44the elliptic design
12:45shaped by nature
12:46and refined by our designers.
12:50The interim panel,
12:52the detailing,
12:53each element
12:53and interior
12:54gets hugely complicated,
12:56but keeping a consistent theme
12:58down into the last detail
13:00was our driving force
13:03for the interior of Alignite.
13:05The secret stories
13:07for the interior,
13:08the furniture-like inspiration
13:10on the shapes
13:11for the instrument panel,
13:13the architectural-like character
13:15of the rooftops to kick,
13:16just the beautiful,
13:17simple circular door handle,
13:19and then down
13:20into the smallest,
13:21minutest detail
13:22with the pixel execution
13:24of the texture
13:25of the buttons.
13:26All these beautiful images
13:29from Sung Jung,
13:31who's not here today,
13:32but that's him
13:32at his desk,
13:33and I walk past his desk
13:34every day as well,
13:35and we discuss design.
13:37Great thanks as well to him.
13:39I'm hoping he'll be with us
13:40at the LA show
13:41at the end of the month
13:42when we reveal the car
13:43formally to everybody.
13:45So that's a little bit
13:47of a summary of the exterior.
13:49I think we've got
13:49a nice little closing film
13:51to show you now
13:51after the last interior rendering.
13:54of a prayer.
13:57.
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14:22so thank you very much everybody for your time i'm sure there'll be a chance to talk later and
14:45you'll have a look closer uh that's the design presentation but i'm lucky fortunate to have
14:50brian waldgren here from product side engineering side r d to give us give you a lot more detail
14:56about the context of ionic 9. thank you very much welcome