Hyundai is currently working on a full-size SUV, and it presented the results of its efforts today, in the form of the Grandmaster concept unveiled today at the Busan auto show.
The prototype’s contours provide a preview of one of the design signatures the automaker will be adopting for its future models. Remember that a few months back, the firm declared that the era of keeping to a single, homogeneous design esthetic across the product line was over. Each category of model would get its own distinct personality.
As for the design approach – so-called HDC-2 - taken with the new SUV concept, Hyundai describes the look as sporty and sensual. The same descriptors had in fact been used to define the Le Fil Rouge concept car, unveiled at the latest Geneva auto show this past March.
That said, it’s kind of difficult to see much of a link between the two models. From what we’re seeing of the new SUV, in all honesty we’re hoping the design of the front grille gets softened up by the time the vehicle goes into production.
Minds, and hearts
At least you can’t accuse the automaker of playing things safe. Hyundai’s aim is to make consumers want to own their products, not choose them simply because they offer good value and represent a smart purchase.
No technical details were provided today regarding the Grandmaster. We’ll have to wait for 2019 to come around before we see the production-ready version, which will likely debut as a 2020 model. According to official rumours, the name that will be attached to the SUV is the Palisade.
At Kia, plans are to introduce a similar SUV, an evolution of the Telluride concept that has been shown left and right since 2016. And in that case, the vehicle’s design got a positive reaction. Just sayin’!