Saturday, December 26, 2020

HYUNDAI TUCSON 2021 - STYLING STARBURST by John Crawford

 Yes, it's like a bomb blast, or a star burst in the collective designers' minds; and the Design Director was 'away that day'.

With muted apologies to my friends on the Hyundai design staff, I don't know whether to laugh or cry, but if you're looking for a good example of design without discipline, then the 2021 Tuscon exemplifies the absolute worst in 'excess'.



There's an 'excess' of everything here - angles, creases, curves, style lines, corners, slashes - you name it, you'll find an example somewhere on this mish-mash.



I'm sure it will be well received in the USA - probably its primary market - because (as 71 million people have proved recently), they like an 'excess' of anything - including possibly four more years of embarrassment.

I think, on the other hand, the interior designers must have worked in another building, because they did a super job.



Having known and admired a number of very senior and successful design directors throughout my automotive career, it's probably a good thing that something like the new Tuscon comes along - to remind design directors that they need to curb the enthusiasm and 'excesses' of their young charcoal-carrying confederates.

John Crawford

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