Hyundai's 45 Concept Says Something Significiant
Image: Hyundai (Lightened by the author to show detail)
On September 10, 2019, Hyundai has announced, they will unveil the Hyundai 『45』concept. As they note:
Inspired by looking back at the brand’s first model in the 1970s, the 『45』 fully-electric concept car will act as a symbolic milestone for Hyundai’s future EV design.
This represents something new for the South Korean manufacturer, and worth considering. For the first time I am aware of, Hyundai is invoking their heritage as an automobile company. The fastback design of the 45 is a clear reference to the original Hyundai Pony, first produced in 1975. The Pony was styled by Giugiaro, and Mitsubishi helped with powertrain technology, but it was still arguably the first real Hyundai and they are justifiably proud of it.
Image: Wikipedia (Lightened by the author)
We’ve this before from older manufacturers. In 2011, BMW showed off the 328 Hommage concept, a reference to the original BMW 328 of 1936-1940. Heritage is a little easier for companies like Mercedes-Benz and BMW, both solidly upmarket and often aristocratic throughout their history. American brands still reference their 1960s heritage in marketing and design, probably the peak of their cultural influence.
Image: BMW
Older automotive enthusiasts might struggle with the idea of Hyundai heritage. From humble beginnings it has been a long, careful process of decades to gradually move the South Korean brands upmarket in price, design, quality, and prestige. And yet being humble is no sin and those brands have truly arrived at the point where they are strong players in any market they care to compete in. Does any serious observer doubt that Genesis will eventually be on equal footing with Lexus? Of course not. Only a fool would be embarrassed to drive a Hyundai or Genesis these days. They don’t make you look poor, they make you look smart because you’re driving a car with style and genuine good value for money.
So congratulations to Hyundai. It has been 45 years since the Pony was introduced at the Turin Motor Show in October 1974 and you have every reason to celebrate how far you’ve come since then. I can’t wait to see the other part of the concept; not the front but the part that looks forward into the next 45 years.
