" Hyundai faces many challenges in the near future. We have to strengthen our creative design ability, improve in optimizing designs to different regions, and establish a distinctive design identity. To reinforce our creative design ability, we are setting up an advanced design process, which will give our designers greater creative independence to realize 2D sketches and 3D clay models that achieve greater differentiation. We'll also adopt a new method that will provide a new framework for working through the basic concept and engineering stages. " We'll expand the role of our overseas design centres and nurture local design talent. We will also own design logic and tools for promoting improved communications with both the media and the public. " Fluidic sculpture is the key phrase that reflects Hyundai's current design philosophy. This implies a sculptural form that is both flexible and smooth, a flowing tension with a sleek profile and dynamic emotion. " From a design perspective, we're researching the creation of a new segment that will reflect the needs of diverse consumers. For the next five years, our main focus will be on smaller luxury cars and smaller SUVs." Suk Geun Oh, executive vice president and head of design, Hyundai " From a design perspective we're researching a new segment that reflects the needs of diverse customers"

" We've sold over 250,000 units of the new Fiesta, and I think a lot of these sales are down to the design of the car. The challenge now is to maintain that momentum, and even with the financial constraints, to continue to develop our exciting design language. In all our meetings, the emphasis at the moment is a continuing drive for product, and not depending on what is happening in other areas. " It is important for us to drive design leadership, and we believe that bold design concepts are a key factor in purchasing decisions. We want to deliver the most exciting and compelling design in the segment when we introduce each of the new cars. Cost effectiveness is important, safety is a given, and comfort is very important. " Kinetic design is unique in being a design language that communicated all of its elements when we launched it in London in 2005. We are now looking to develop these elements into the next generation of Kinetic design, and maintain the excitement expressive feel of the cars and work in that direction. In terms of manpower, more designers don't improve a vehicle, we need better designers. I'm not looking for someone to invent a new design language, but I want people to philosophically think into the future; to think about vehicles such as the Fiesta." Martin Smith, executive design director, Ford Motor Europe " In terms of manpower, more designers don't improve a vehicle, we need better designers"