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.”

Infiniti announced the addition of a special edition to its QX70 crossover range: the QX70 S Design. Based upon the V6-powered variants of the top-grade QX70 S Premium, this newest version of Infiniti’s performance crossover adds a number of stylish touches to both its athletic exterior and its premium interior.

The QX70 S Design has a shadowy, stealth-like appearance courtesy of various dark highlights, which comprise:

  • 21-inch six-spoke light alloy wheels in black
  • Black and dark chrome front grille, air vents and side vents
  • Black-coloured exterior rear-vision mirrors
  • Black-coloured roof rails
  • Dark chrome tailgate finishers
  • Dark chrome front fog lamp housings

The driver-oriented interior of the QX70 S Design features purple stitching on the leather steering wheel and gear-shift lever and, when the interior is specified in the colour of Graphite, this purple stitching extends to the seats, doors and centre armrest.

“Together, these detail touches enhance the QX70’s already expressive design,”said Infiniti Cars Australia’s Managing Director, Jean-Philippe Roux. “The QX70 is one of the most recognisable crossovers on the market and this new S-Design’s added hint of aggression speaks directly to the performance credentials of this vehicle.”

Because the QX70 S Design is based on the range-leading S Premium model grade, customers will enjoy a raft of standard-fitment comfort and safety features as well as great driving dynamics. Powering the QX70 S Design is the choice of either a 235kW 3.7-litre petrol V6 or a responsive 3.0-litre turbo-diesel V6 that delivers 175kW of power and 550Nm of torque. The smooth-shifting seven-speed automatic transmission with manual mode connects to an advanced all-wheel drive system that features intelligent torque split technology to enhance driving performance. The QX70’s Front Mid-Ship (FM) chassis architecture underpins its dynamic properties by ensuring a balanced front-to-rear weight distribution for exceptional handling.

And the QX70 S Design comes comprehensively equipped with advanced technologies such as Infiniti’s Forward Collision Warning system, Intelligent Brake Assist system and other driver assistance facilities including the Around View Monitor, Lane Departure Warning (LDW) and Lane Departure Prevention (LDP) systems. The arrival of the QX70 S Design will be the first in a series of new-model additions for Infiniti in Australia. This year and next, a number of all-new models are scheduled to be released: the QX80 SUV, the Q30 active compact, the QX30 active crossover and the production version of the evocative Q60 Concept 2+2 coupe, which made its world premiere at this year’s Detroit Motor Show in January.

“Expanding the Infiniti vehicle range is a key part of our plan for sustainable growth in Australia,” Roux said. “These next four new models to join our range will see the Infiniti brand cover a much broader range of the local premium market. And we have even more all-new models planned.”


The QX70 S Design is on sale now and is available with a special drive-away pricing offer. Until 30 September this year, customers will enjoy free on-road costs for the QX70 S Design. These prices, along with the QX70 S Design’s standard prices, are summarised in the tables below.

Special offer prices until 30 September 2015



Estimated Driveaway**

Infiniti QX70 S Design V6 petrol



Infiniti QX70 S Design V6 turbo-diesel



Standard prices from 1 October 2015



Estimated Driveaway**

Infiniti QX70 S Design V6 petrol



Infiniti QX70 S Design V6 turbo-diesel



* Manufacturer suggested retail prices (MSRP) are provided for media purposes only and do not include statutory charges or other on-road costs.

** Maximum recommended drive-away price for vehicle in Victoria including 12 months’ registration, 12 months’ CTP and applicable statutory charges, dealer delivery and administration charges. Price is based on a private owner aged 40 with a good driving record and the vehicle being garaged in Victoria. Prices may differ depending on State purchased, individual’s personal circumstances and will vary from dealer to dealer. Premium paint is available at additional cost