Premium Strategy

Our task was the creation of a design basis for Color & Trim to expand HYUNDAI’s product range into the premium segment. First we had to define the term “Premium” for the automotive sector. We then developed the specific design guidelines for colors, materials and surfaces (CMF) for the car interiors in the premium segment.

Premium Facts

Material innovation, authenticity, brand DNA and sensitive user experience play a decisive role in the premium perception.

Premium Roots

The term „Premium“ is closely linked to the history of automotive development. During the last hundred years the car has evolved from a sports machine of the upper class into a codified status symbol of the middle class.

Premium Drivers

The prerequisite for premium is a tight-knit clustering, based on a trusting cooperation between creative minds, suppliers and OEM’s. The concepts of “premium” and “luxury” are deeply rooted in the European cultural identity, and both are going through a constant process of renewal.

Premium Results

Due to our wide-ranging experience with luxury goods and close cooperation with HYUNDAI’s design center in Seoul we have been able to finalize the study with tangible results.

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