15 Feb '12, 4pm

Hyundai "sees its core competitive edge as good design"

Hyundai "sees its core competitive edge as good design"

After winning a long battle for quality, South Korea's top automaker Hyundai Motor is focusing on beauty. The firm sees its core competitive edge as good design, expressed in a 'fluidic sculpture' philosophy. -- PHOTO: AP SEOUL (AFP) - After winning a long battle for quality, South Korea's top automaker Hyundai Motor is focusing on beauty. Hyundai, together with its affiliate Kia, was ranked the world's fourth largest carmaker in 2010 thanks partly to a decade-long drive to improve workmanship. Now the firm sees its core competitive edge as good design, expressed in a 'fluidic sculpture' philosophy. 'We are now in the global top five and we needed a product that could reflect that, a product that could differentiate itself from other manufacturers,' chief designer Oh Suk Geun told reporters last week during a rare tour of the company's design centre. 'We felt the importanc...

Full article: http://www.straitstimes.com/Motoring/Story/STIStory_76687...

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