When I went to autonews.com this morning for my daily auto news check-in, this greeted me in an article about Peter Schreyer, who has steadily been turning Hyundai-Kia into a design powerhouse. It’s the IP of the “blue Genesis” concept just unveiled at the NYC auto show. And what did it instantly remind me of?
Free-floating nacelle on top of the dash, lot’s of pointy ends, and of course the square steering wheel: the 1960 Plymouth dash and wheel. And I rather like the basic premise with this approach. Frankly, I’ve wondered for years now why automakers don’t just mount a single generic screen (or two) on top of the dash, and allow users to customize the instruments as they see fit? If we can customize our computer and phone/pad screens, why not the same with cars? And just have a single cable with a connector, so if the screen ever craps out, or the user wants to update it, it’s easy. The whole concept of “instruments” seems pretty obsolete to me.
Here’s another shot of the interior. In this case a very proprietary LG 21″ curved screen dominates.
And let’s take a look at the actual car too. Schreyer is taking on the big boys with his effort to put Genesis at the top of the luxury car pile, and not trying to leapfrog the Japanese luxury brands in the process.
I’ve been a fan of his ever since his original 1998 Audi TT. And he’s done wonders for his employers, the Chung family, who were very smart to hire him ten years ago. And they’ve rewarded him, making him the first non-Korean group president (there are 13 at H-K). From the AN article:
Schreyer said he feels an emotional, not just professional, attachment to the Chung family — but there’s no doubt who’s the boss, nor should there be, given how the elder Chung built Hyundai into a global powerhouse.
“Korea, of course, has a very hierarchical attitude and you have to adjust,’’ Schreyer said in an interview on Wednesday. “But I was used to this with Mr. Piech, also.’’