At first glance, it could also be an Audi. Only the dominant Hyundai logo in the "single-frame grill" makes it clear that a Korean is showing his face. Have the designers copied from Audi? Yes and no, one can say frankly about the new i30, which was developed in Europe, by the way.
The creator of the single frame grill at Audi is also the designer responsible for the i30. The similarity to Audi fronts is therefore no coincidence. “The new Hyundai i30 is a vehicle for everyone. For the design of the new generation of our compact, we not only looked at one customer, but focused on many different needs, ”explains Peter Schreyer, President and Chief Design Officer of the Hyundai Motor Group. “Our design language has evolved significantly with this model and helps our most popular model with the newly designed cascade radiator grille to make a grown-up appearance.” Hear him personally here: https://youtu.be/WLHhrigZyxA
Since design guru Schreyer left Volkswagen in the direction of Kia in 2006, his handwriting has been very clearly visible on the Asian models from Kia and Hyundai. Wolfsburg and Ingolstadt are not happy with this development.
The man who, among other things, shaped the new VW Beetle and gave Audi models its striking face, cannot copy itself. Or is it? The truth is: a designer does not always remain loyal to a brand, but definitely his “handwriting”, his conviction and his taste.
An accusation that the Asians would copy would not only be unfair, it would be wrong. Anyone who, like Hyundai / Kia, brings in a recognized designer with a sculpted past wants to use their expertise for their own model range. This is not only legal from the point of view of competition law, but also legitimate. Such a change of designer naturally leads to the company taking over the DNA of its taste, the creative building blocks of its formal idea. That is the point of such a solicitation.
What Kia aspired to in 2006 has undoubtedly succeeded: success in terms of design too. Because since Peter Schreyer took over design authority for the Kia and Hyundai brands in 2006, they have been on the upswing. Schreyer has made the subject once neglected in the group a top priority. Consistently with success. As a reward, Schreyer became the first non-Korean president of the family company in 2012 and shortly afterwards even head of design at the Kia parent company Hyundai.