Design review Hyundai Ioniq 6: ‘Missed opportunity, because design team wanted too much’

Good car design expresses the mentality of the brand. Traditionally, the grille is essential for this. However, with electric drive, the grille is no longer functionally necessary. The raison d’être of this important brand carrier will thus lapse. Car designers are looking for new ways to express the brand story. That is a complex search for – and a balance between character, relevance and consistency.

Ioniq 5 is a new ethos

In March last year, Hyundai presented the extremely original Ioniq 5. The exterior knows
subtle and direct links to the ’75 Pony. The designers clearly have a brand new look
that ushers in the new electric era for the Koreans. The style also breaks with
the wallflower that was predecessor Ioniq (without 5). The Ioniq 5 is a new ethos, with
meaningful style features.

Hyundai Ioniq 5 evokes 80s feeling.

The 5 evokes a sympathetic 80s feeling, without a flimsy retrospective design. The carriage is
distinctive with its surefire pointed creases and tough, yet charming and approachable
character. Exceptionally surprising details make the body recognizable from all directions as ‘it’
new Hyundai. The aluminum-coloured and finely chiseled plastic underside, with
sophisticated integrated patterns, is one of the many original finds.

Patterns return on the wheel arch edges. The lines seem to have been thrown from the wheels and match the rim shapes. Headlamps, situated in a black bar across the full width of the nose, are fitted with small LED squares. We find a repetition of the LED theme on the back of the consistently penned Hyundai. Heaps of character in this design and no fake grille needed: kudos!

Define decent challenge

However, the character of Hyundai’s future design ethos is proving to be quite a
challenge. Logically, the Ioniq 6 should be a follow-up to the brand new design theme of the 5. Just as years ago Vel Satis and Avantime laid the stylistic foundation for Renault for Mégane II and chief designer Chris Bangle rolled out his Flame Surfacing over the BMW portfolio at the time.

Relevant ideas must be implemented consistently across the range – with own
traits and interpretations thereof, for distinguishing between individual models.
However, the pronounced sharply defined proportions of the Ioniq 5 have suddenly disappeared.

The Hyundai Ioniq 6 lacks the accurate folds on the side of the 5. With the 6 we see a completely different effect. The outline is creamy and soft. As well as the shapes of the skin. Unfortunately, on the flanks, those shapes are also disappointingly generic: the Ioniq 6 lacks the cargo loads of character that make the 5 so strong. The surefire creases on the side and sculpted bottom with patterns have been replaced for a universal, interchangeable shaped light catcher. This protruding body element can be found on almost every modern car.

If we look at the nose, a cautious link can be discerned with the geometry of the Ioniq 5. In particular, the contrast between the various surfaces and graphics is typical of that car. The horizontal black strip under the headlights and also the intakes in the lower bumper on the Ioniq 6 are many times harder and sharper than the expressions in the flank. Inconsistency: we see two clashing design languages ​​on one car.

LED pixels don’t bring them closer together

Although the Ioniq 5 LED pixels are reflected in the headlights of the 6 and the graphic outline of
the taillights and diffuser of the 6 are a tentative match to those of the 5, but they are
superficial details that the two models, who have an extremely important task to accomplish
for Hyundai, doesn’t really bring them closer together.

Apparently a strategic choice has been made to give the various Ioniq models a strong individual character and a different interpretation of the brand DNA. Obviously, it is far from ideal to fall into the matruschka doll model from Audi. That line-up is extremely consistent, but even for the trained eye it is difficult to distinguish between the various models.

Nevertheless, the aim to give each Ioniq its own character is at Hyundai
overshot. The 5 and 6 lack synergy: no shared ethos for the future electro
Hyundai branch.

The Ioniq 6 isn’t a bad design, but the design team seems to have wanted too much. The self-assured and characterful ideas of the Ioniq 5 have been completely let go, except for minor details. Good car design is strategy: so is knowing when to stop fierce innovation, so that the public can get used to the new aesthetics and the brand story remains consistent. The Hyundai Ioniq 6 is a missed opportunity and demonstrates the complexity of seeking the balance between character, relevance and consistency.