Sangyup Lee will be on charge of design strategies.

Hyundai’s efforts to make the newly established Genesis brand a real premium player are getting to a next level, as the South Korean manufacturer has hired Bentley’s exterior designer, Sangyup Lee.

After hiring Luc Donckerwolke from the British luxury company as a head of design, the manufacturer is now announcing Lee will be joining the design teams at Hyundai and Genesis next month.

“Lee will help... enhance the design competitiveness of both the Hyundai and Genesis brands with his abundant experience in designing high-end luxury vehicles,” the automaker says.

Lee will be in charge of “design strategies and directions and lead design innovations in areas of interior and exterior design, color and materials” at both Hyundai and Genesis brands.Or, in other words, in his new role, he will be taking major design decisions in cooperation with Donckerwolke. 

Lee graduated from Hongik University Department of Sculpture in Korea and Art Center College of Design in California and began his career at Pininfarina and Porsche Design Center. In 1999, he joined General Motors and then moved to Volkswagen Group of America as chief designer. In the end of 2012 he started working for Bentley as a head of exterior and advanced design.

“Vice President Lee has proven himself as one of the world’s best automobile designers in the global platform,” Luc Donckerwolke commented. “His design philosophy to pursue new challenges and innovations matches the DNA of Hyundai Motor.”

Source: Hyundai via Reuters

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