Hyundai announces new design director

Hyundai Motor Company announced that vice president Simon Loasby, director of Hyundai Design in China, has been promoted to head of Hyundai Styling Group at Hyundai Design Center in Korea.

Since his arrival at Hyundai Motor in mid-2017, Simon has played an integral role in defining Hyundai’s design identity in China, spearheading introductions of new models with stylish design language, including the LaFesta sporty sedan.

‘I’m honoured to be able to contribute to the enhancement of Hyundai’s global design capability,’ said Simon. ‘At a time of enormous change in the industry, I’m looking forward to this new journey for the development of exciting, innovative concepts and unique aesthetics for Hyundai vehicles. I’m also excited to support value creation and positive brand experience for our customers.’

In his new role, Simon will oversee design strategy and direction for Hyundai models worldwide, reporting to SangYup Lee, head of the Hyundai Design Center, and Luc Donckerwolke, chief design officer of Hyundai Motor Group.

Simon’s position as director of China Design will be succeeded by vice president Minchul Koo, who is currently the head of Hyundai Exterior Design Group.

Simon’s key role will be to lead the further development of ‘sensuous sportiness’, Hyundai Motor’s new design identity. Relying on the signature design of Hyundai Motor, upcoming vehicles will reflect Hyundai’s design philosophy with a harmony of proportion, architecture, styling, and technology, incorporated with fresh, modern taste.