Hyundai is on a design tear — from the IONIQ 5 N to the bold new “Art of Steel” Hyundai Crater Adventure Concept. But what’s really driving Hyundai’s rise?
In this episode of the MotoMan Podcast, Hyundai Americas Design Director Brad Arnold sits down with MotoMan for a deep dive into the real story behind Hyundai’s design revolution.
Brad shares how he went from “not a car guy” to leading design at one of the world’s most aggressive automotive studios. He opens up about his time at ArtCenter, the brutal reality of design school (including sleeping in a Chevy S10), and the surprising work ethic of car designers.
He also tells incredible behind-the-scenes stories — including how the Hyundai Chairman personally saved the IONIQ 5, why Hyundai brings back physical buttons while others chase screens, and what really happened in GM’s secret design studio.
Plus: Brad reveals exclusive details about the new Hyundai Crater Adventure Concept, the future of Hyundai EV design, and whether Hyundai is finally preparing a real off-road, Jeep competitor.
If you’re into car design, Hyundai’s rise, or the unexpected in the car world — this is one you don’t want to miss.
Chapters
00:00 From "Not a Car Guy" to Hyundai Design Manager04:06 Growing Up with Honda Racing & Motorcycles06:00 Discovering ArtCenter & The "Night Program"10:36 The Hyundai Meritocracy: Why the Best Idea Wins12:13 Leaving for GM: Inside the Secret "Transformers" Studio16:33 Returning to Hyundai: The Genesis & Luc Donckerwolke Era21:15 Teaching at ArtCenter: How Students Have Changed26:11 Sleeping in a Chevy S10: The Brutal Reality of Design School28:09 The Shocking Work Ethic Difference: US vs. China33:08 How the Chairman Saved the IONIQ 535:17 Why Hyundai Designs Are So Aggressive41:37 First Look: The New "Art of Steel" Adventure Concept45:23 Making EVs Fun: The IONIQ 5 N47:50 Why Hyundai is Bringing Back Physical Buttons53:21 SangYup Lee’s Regrets Designing the Camaro56:38 Imposter Syndrome in Car Design1:00:54 Can Hyundai Build a Real Off-Roader?
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