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Raising the profile of Hyundai’s design competency

Challenge:

Hyundai Motor Company had a design competency that was fast developing – but public perception lagged behind. They wanted a programme to close this gap and to also stimulate further creative thinking in the design team.

Research and Outputs:

Over four years CDR ran a programme of seminars that brought many leading practitioners from the international design community (mostly outside of car design) together in Seoul, LA, Frankfurt and San Paulo to engage with Hyundai designers on a range of themes relevant to design.
The seminars realised direct value to the design team, but also enabled Hyundai to demonstrate to these opinion-leaders the fast advancing and high-level of their design competency