Artikel / Blog

Ten years of Genesis. In the space of a single decade, the Korean luxury brand has launched a complete model range, around twenty concept cars and a motorsport team. Behind it all is a man who is able to realise his vision with maximum creative freedom, enjoying a degree of creative licence that no other head of design at a major corporation possesses: Luc Donckerwolke.

The Hyundai IONIQ 9 isn’t the kind of car that shouts, “Look at me, I’m so cool and electric.” It’s the kind of car that says, “Come on in. You’re going to like this. Everything’s fine.”

Hyundai has put its electric compact car, the Inster, through a gaming and steroid makeover. The result? The Insteroid —a bold concept that dares you to imagine everyday life as a bit wilder and more playful.