Hyundai Motor elaborated on a step forward in its design philosophy with providing a more detailed blueprint for ‘Sensuous Sportiness’ by unveiling the HDC-2 ‘Grandmaster’ SUV concept at the 2018 Busan International Motor Show. Also announced was a new N Brand Global Strategy with line-up expansion.

HDC-2 Grandmaster concept: A step forward with the Hyundai Look

Having first introduced the ‘Sensuous Sportiness’ direction with the HDC-1 ‘Le Fil Rouge’ concept vehicle at the Geneva Motor Show earlier this year, Hyundai further explored and elaborated on the philosophy with its latest SUV concept vehicle, the HDC-2 Grandmaster concept.

The Le Fil Rouge sedan provided a clear direction for Hyundai’s design philosophy, while the new SUV concept vehicle further proved the versatility of this design language that will be portrayed in future Hyundai vehicles, opening up new possibilities for an even wider spectrum of attractive designs.

“Today we showcased the HDC-2 concept vehicle as a blueprint for our evolved design strategy,” said SangYup Lee, Vice President and head of Hyundai styling. “Making a big step forward in terms of design with the Hyundai Look strategy, we will move towards becoming a brand that customers can really relate to emotionally. Moving on from being a brand that provides a great value, we will aspire to also become a brand that is widely beloved by our customers.”

Following the ‘Sensuous Sportiness’ concept, the HDC-2 Grandmaster model reinterprets Hyundai’s design DNA, and is designed through harmonization of four key elements – proportion, architecture, styling and technology – thereby bringing emotional value and desirability.

The concept name of Grandmaster is derived from the game of chess. While the world’s finest chess champion is called the grandmaster, the concept vehicle is named to indicate that just as the sum of all chess pieces completes the game of chess, all forthcoming Hyundai vehicles will come to form a harmonious vehicle line-up demonstrating the Hyundai Look while each maintains distinctive character and role.

The beauty is further enhanced by the architecture and styling. The new approach of this ‘Light Architecture’ creates a perfect silhouette to the front and the rear, not to mention its technological innovation, which couples spectacular design with a comfortable experience for drivers and passengers.

The design elements of ‘Sensuous Sportiness’ will be applied to Hyundai’s upcoming sedan and SUV models.

N Brand Global Strategy

Hyundai will further diversify its N Brand Product Portfolio including High Performance N models, N Line Vehicles with new design and performance enhancing elements and N Option, customisation parts by N, which will be available for the entire Hyundai line-up.

Thomas Schemera, Executive Vice President and head of the High Performance Vehicle & Motorsport Division, said “I am thrilled to share our vision for the Brand today with you. We will continue to diversify our products and tailor them to the unique needs and experiences of each customer, so that every Hyundai vehicle provides a fun-to-drive experience throughout everyday life.”

Hyundai’s N brand Global Strategy aims to provide a ground-breaking experience for drivers. Hyundai’s N line-up is based on the company’s philosophy of providing high performance driving technology and an exciting driving experience reminiscent of motorsports, granting dynamic feeling and sensation to everyday drivers.

The market response to the first N Model, ‘the i30 N’, has been so positive that the company is even considering increasing the production volume.

Elaborating on the high performance division, Schemera said “Our motorsports vehicles will spearhead the N Brand at the apex of the brand’s hierarchy. Not to mention that the valuable experience and technology derived from our success in motorsports will cascade down to all the future N products.”

Hyundai Motor Company has showcased a series of technology forward transport applications at the 2015 Consumer Electronics Show (CES®), highlighting advanced infotainment features and driver assistance systems. Connected cars, voice recognition, hand gesture controls, wearable devices and smartphone apps are some of the technologies Hyundai is exploring to improve the driving experience for customers.


Basic Head-Up Displays (HUD) appeared in cars in the late 1980s, when they only offered the speedometer as a virtual image projected onto the windscreen, helping drivers to keep their eyes on the road ahead. The futuristic HUD found inside the 2015 Genesis includes driving information, such as Smart Cruise Control status, navigation, Blind Spot Detection, and Forward Collision and Lane Departure Warnings. All this information is projected at a perceived virtual distance approximately six feet ahead of the driver for maximum legibility while driving.

At CES, Hyundai is showcasing a production-ready augmented reality HUD concept. This system presents even more driver information in the form of animations, which describe road conditions ahead. On the augmented reality HUD, drivers will see warnings when a car is about to unexpectedly enter their lane, arrows leading to exit ramps, highlighted street signs, Smart Cruise Control distance bars and one-way street markings.

Hyundai has also linked the augmented HUD to a wearable band. This band will vibrate when the Lane Departure Warning System is activated or when the car is about to unexpectedly enter the driver’s lane. It is also a heart rate monitor that can notify 911 if a driver’s heart rate changes rapidly.


Hyundai continues to explore new customer applications for connected devices inside and outside of vehicles. The 2015 Hyundai Cockpit Concept on display at CES will demonstrate the following new technologies:

  • -Heart rate monitoring
  • -Driver alertness monitor with rest recommendation messages
  • -Blind spot and safe following distance warnings
  • -Advanced low fuel level warnings
  • -Advanced turn-by-turn navigation
  • -Navigation transfer from inside the car to a mobile device for walking to a final destination
  • -Calendar life-log information display with daily driving activities
  • -Sharing information among vehicle, cloud, tablet, smartphone and wearable devices
  • -POI suggestions by ranking and driver preferences
  • -Petrol stations near route


CES sees Hyundai exploring using tablets to control features and monitor children in the back seat including these futuristic tablet features:

  • -Rear seat passenger monitoring via the head unit screen and a connected tablet’s camera
  • -Specialised rear seat tablet mounts with connectivity
  • -Tablet-based “co-pilot/navigator” controls, which allow a passenger to select vehicle infotainment and comfort features while the driver’s eyes remain on the road:
    • -Audio / Video system
    • -Climate control features
    • -Navigation: POI search and destination search
    • -Life log information


Inside the Hyundai Cockpit Concept, Hyundai engineers will showcase state-of-the-art 3D hand-gesture recognition. The Cockpit Concept is able to recognise driver commands free from the distractions associated with finding buttons and switches. 3D hand-gesture recognition can be used to select navigation, infotainment, audio, HVAC, and even smartphone connectivity functions. Simple hand-gesture shortcuts can be used to play/pause music, advance to the next track or return to the previous track. Hand-gesture recognition is accomplished with advanced infrared and camera sensors. This intuitive gesture interface provides the driver with controls, while keeping their eyes safely on the road and represents Hyundai’s future vision for human machine interface.


Hyundai believes in advanced driver assistance systems for enhancing customer safety and convenience. Six new systems will be shown at CES. These systems have a high probability of being production ready in the near future.
Advanced driver assistance systems need to be functional, efficient and intervene only at appropriate times. This is because every road and driver is different. Hyundai is working to provide the optimal level of support for each road and situation.

  • -Remote auto parking
  • -This system will make all parking manoeuvres automatically
  • -Connectivity among vehicles, infrastructure, and devices (referred to as V2X)
  • -V2P (Vehicle to Pedestrian)
  • -Collision with pedestrian warning
    • -V2I (Vehicle to Infrastructure)
  • -Traffic signal information (current signal phase and countdown to change), speed suggestion, school zone info, weather
  • -V2V (Vehicle to Vehicle)
  • -Emergency braking, intersection assist, emergency vehicle warning, road construction warning, do not pass warning

Driving Aids

  • Highway driving assist
  • Distance/speed control
  • Lane guidance control
  • Automatic speed adjustment
  • Emergency stop
  • If the wearable device determines that the driver is impaired, this system safely guides the vehicle to the shoulder and stops it
  • Narrow path assist
  • Recognises the vehicle is traveling on a very narrow path and automatically controls lateral movements
  • Variable speed limit system
    • -Automatically varies vehicle speed for current conditions
  • Traffic jam assist
  • Virtual lane generation
  • Distance/speed control under low speed conditions
  • Pedestrian Alert
    • -If a collision with a pedestrian is imminent, the vehicle issues a warning sound and activates the brakes