Automotive: Is This Hyundai Study the Shape of Things to Come?

Why it is the topic trending:

• Emerging Design Trend: The Hyundai Obsidian concept is presented as the latest example of an emerging trend in auto design: a revival of 1980s futurism. This new direction in automotive aesthetics makes the concept noteworthy.

• Connection to Existing Trends: The article links the Obsidian concept to other recent designs, most notably the production-bound Honda 0 Saloon concept, highlighting that this isn't an isolated design study but part of a broader movement.

• Nostalgia for the '80s: The design directly references the science fiction films and design trends of the 1970s and 1980s, tapping into a sense of nostalgia for that era.

• Polarizing Yet Intriguing Designs: The article mentions the Tesla Cybertruck as another example of this retro-futurist genre, acknowledging that these designs can be polarizing but also capture attention.

• Practicality in Retro Design: The Obsidian concept is noted for potentially offering practicality, such as interior space, despite its futuristic and somewhat boxy appearance, which is an interesting contrast.

Overview:

The Hyundai Obsidian concept, a design study for an electric four-door car created in collaboration with a transportation design student, showcases a growing trend in automotive design that draws inspiration from the futurism envisioned in the 1970s and 1980s. Characterized by low-poly wedges, boxy outlines, and sharp corners, this retro-futurist aesthetic is gaining momentum, with examples like the Honda 0 Saloon concept already slated for production. The Hyundai Obsidian, while a concept, embodies this design direction with its aerodynamic exterior, clean lines, and pixel lighting, suggesting a potential shift in automotive aesthetics towards a revisited vision of the future.

Detailed Findings:

• The Hyundai Obsidian concept is a design study created by transportation design student Dominik Anders from Hochschule München in collaboration with Hyundai.

• The design imagines a four-door electric car with an aerodynamic exterior influenced by the 1970s and 1980s design trends.

• This trend is also seen in the Honda 0 Saloon concept, which is headed into production.

• The design is reminiscent of cars depicted in science fiction films of the 1970s and 1980s as low-poly wedges with boxy outlines and sharp corners.

• Other examples of this retro-futurist genre include the Tesla Cybertruck and, to some extent, the Lamborghini Gallardo.

• The Hyundai Obsidian features "clean lines, reduced complexity, and bold proportions."

• It includes "active aerodynamic elements and distinctive pixel lighting."

• The design echoes earlier wedge-shaped concepts like the Citroen Karin and Aston Martin Bulldog, as well as the 1974 Hyundai Pony concept and the Volvo Tundra concept.

• The Honda 0 Saloon concept, similar in shape, is confirmed for production next year.

• The Obsidian concept incorporates a ground effects kit with a front apron while maintaining a boxy and roomy interior.

• The taillights feature a vertical pixel dot design integrated into the C-pillars.

• The Obsidian is positioned as a five-door sports car emphasizing spaciousness.

• The target audience for such designs might be individuals who were kids in the 1980s, now approaching 50.

• The Hyundai Ioniq 5 is mentioned as an earlier, less extreme example of this design direction.

Key success factors of product (trend):

• Nostalgia: The design taps into the nostalgia of individuals who grew up in the 1980s and might find these retro-futuristic aesthetics appealing.

• Distinctiveness: The bold and angular designs stand out from the more rounded and organic shapes that have dominated automotive design in recent years.

• Aerodynamic Efficiency: The wedge shape, as the 1980s attempted to demonstrate, can offer real aerodynamic benefits, potentially improving fuel efficiency or range for electric vehicles.

• Practicality of Form: The boxy proportions, despite their futuristic appearance, can translate into increased interior space and practicality.

• Counter-Trend Movement: This trend offers a departure from current design norms, appealing to consumers looking for something different and perhaps more visually striking.

Key Takeaway:

The Hyundai Obsidian concept, along with other recent automotive designs, signifies a growing trend of embracing 1980s futurism in car aesthetics, driven by nostalgia, a desire for distinctive designs, and the potential for aerodynamic benefits and interior space, suggesting a new phase of revisiting past design themes in the automotive industry.

Main Trend:

The main trend is the emergence of 1980s futurism as a significant influence on contemporary automotive design.

Description of the trend:

Retro-Futuristic Auto Design (1980s Edition): This trend in automotive design involves drawing inspiration from the futuristic aesthetics that were envisioned in the 1970s and 1980s, particularly as depicted in science fiction and conceptual designs of that era. It is characterized by angular, wedge-shaped bodies, sharp corners, boxy proportions, and often incorporates digital-inspired design elements like pixelated lighting. This trend represents a departure from the more fluid and organic designs that have been prevalent and taps into a sense of nostalgia while offering a distinct and sometimes polarizing aesthetic.

What is consumer motivation:

• Nostalgia for the '80s: Individuals who grew up in the 1980s may be drawn to these designs due to a sense of nostalgia for the futuristic visions of their childhood.

• Desire for Unique and Bold Designs: Consumers might be seeking cars that stand out from the current market with their distinctive and somewhat unconventional shapes.

• Appreciation for Retro Aesthetics: There is a broader cultural appreciation for retro styles across various design fields, and this trend reflects that in automotive design.

• Intrigue with Contrasting Past and Present: The blend of retro styling with modern electric vehicle technology can be intriguing and appealing to consumers interested in both the past and the future.

• Seeking a Departure from Mainstream Designs: After years of similar-looking car designs, consumers might be motivated by a desire for something different and more visually exciting.

What is driving trend:

• Influence of Design Concepts: Automotive design studies like the Hyundai Obsidian and Honda 0 Saloon showcase this aesthetic, influencing potential future production models.

• Broader Cultural Nostalgia: The wider cultural trend of '80s nostalgia across fashion, music, and entertainment is likely contributing to this design trend in automobiles.

• Advancements in Manufacturing and Technology: Modern manufacturing techniques may now allow for the production of designs that were once considered too challenging or costly.

• Electric Vehicle Platform Flexibility: The architecture of electric vehicles might offer designers more freedom to experiment with unconventional shapes and proportions.

• Designer Inspiration and Innovation: Transportation designers are likely looking for new and distinctive design languages to explore, leading to a revisiting of past futuristic visions.

What is motivation beyond the trend:

• Aerodynamic Efficiency: As highlighted by the mention of aerodynamic research from the 1980s, the wedge shape can offer practical benefits in terms of reducing drag, which is particularly relevant for electric vehicles aiming for maximum range.

• Interior Space Optimization: The boxy proportions inherent in this design can potentially lead to more spacious and practical interiors for passengers and cargo.

• Brand Differentiation: Embracing a unique and potentially polarizing design direction can help automakers differentiate their vehicles from competitors in a crowded market.

• Evolution of Automotive Aesthetics: The automotive design landscape is constantly evolving, and this trend represents a natural progression and exploration of different styles.

Description of consumers article is referring to:

The consumers the article refers to are potentially individuals who were children or teenagers in the 1980s, who are now approaching the age of 50 and represent a significant segment of the car-buying market with disposable income. These consumers might be particularly susceptible to the nostalgic appeal of these retro-futuristic designs. Additionally, the trend might also appeal to design enthusiasts and those who are generally interested in bold and unconventional aesthetics, regardless of their age. They are likely to be aware of current automotive design trends and may be looking for something different and more expressive.

• Who are they: Individuals who grew up in the 1980s, automotive design enthusiasts, consumers seeking distinctive vehicles.

• What kind of products they like: Cars with unique and memorable designs, possibly with a connection to past aesthetics or futuristic visions.

• What is their age? Primarily individuals approaching 50 (who were kids in the '80s), but potentially also younger consumers interested in retro styles.

• What is their gender? The article does not specify, and the appeal of design trends is usually broad across genders.

• What is their income? Likely a range, but the target demographic mentioned (approaching 50) suggests they are in a stage of life where they might have more disposable income for purchasing vehicles.

• What is their lifestyle? Could vary, but those interested in distinctive car designs might value individuality and self-expression.

• What are their category article is referring shopping preferences? They likely prioritize design and aesthetics when shopping for cars and might be drawn to brands that are willing to take risks with bold styling.

• Are they low, occasional or frequent category shoppers? This would vary depending on individual needs and circumstances.

• What are their general shopping preferences-how they shop products, shopping motivations? They might be influenced by online reviews, visual appeal, and the desire to own a vehicle that reflects their personality and stands out. Nostalgia could be a significant shopping motivation for the '80s demographic.

Conclusions:

The emergence of 1980s futurism in automotive design, exemplified by the Hyundai Obsidian concept and the production plans for the Honda 0 Saloon, suggests a potential shift in automotive aesthetics. This trend, driven by nostalgia and a desire for distinctive designs, could resonate with a specific demographic while also attracting those who appreciate a departure from current design norms. The combination of retro styling with modern electric vehicle technology presents an intriguing direction for the future of automotive design.

Implications for brands:

• Opportunity for Differentiation: Embracing this retro-futuristic design language could help brands stand out in a competitive market.

• Targeting a Specific Demographic: Brands could specifically target consumers who have an affinity for the 1980s aesthetic.

• Balancing Bold Design with Practicality: While the designs are visually striking, brands will need to ensure that practicality and usability are not compromised.

• Exploring Retro Design Elements in Modern Context: Brands can experiment with incorporating key design elements of the '80s futurism trend into their current and future models.

• Assessing Market Reception: Brands will need to carefully gauge consumer reaction to these bold designs to determine their long-term viability.

Implication for society:

• Evolution of Design Trends: This trend reflects the cyclical nature of design and how past aesthetics can be revisited and reinterpreted in the future.

• Influence of Popular Culture on Design: The impact of science fiction films and cultural trends of the past continues to shape contemporary design.

• Potential Shift in Automotive Landscape: If this trend gains widespread popularity, we could see a noticeable change in the overall look and feel of cars on the road.

Implications for consumers:

• More Diverse Design Options: Consumers might have access to a wider range of car designs that offer a departure from the current aesthetic.

• Personal Connection Through Nostalgia: For some consumers, these designs could evoke positive memories and create a stronger emotional connection to their vehicles.

• Potential for Polarizing Designs: Not all consumers will appreciate this retro-futuristic style, leading to potentially polarizing reactions.

Implication for Future:

• Continued Exploration of Retro Design Themes: The automotive industry might see more revisiting of design themes from different decades in the future.

• Integration of Retro Aesthetics with Modern Technology: Future car designs could increasingly blend nostalgic styling with advanced technologies and sustainable powertrains.

• Rise of Niche Design Trends: Automakers might cater to more niche design preferences, offering vehicles with distinct and potentially retro aesthetics.

Consumer Trend (name, detailed description):

'80s Retro-Futurism in Automotive Design: This trend describes the growing consumer interest and embrace of automotive designs that consciously evoke the futuristic styles and aesthetics that were popular in the 1970s and 1980s. This includes angular shapes, sharp lines, boxy proportions, and a general "wedge" form factor, often associated with the science fiction and concept car designs of that era. Consumers drawn to this trend may have a nostalgic connection to the '80s, appreciate bold and distinctive designs, or seek a departure from the more common rounded and aerodynamic shapes prevalent in recent years.

Consumer Sub Trend (name, detailed description):

Cyberpunk-Inspired Vehicle Aesthetics: This sub-trend focuses on a specific aspect of '80s futurism, drawing inspiration from the cyberpunk genre's vision of the future, often characterized by sharp angles, stark contrasts, and a somewhat utilitarian or industrial aesthetic. The Tesla Cybertruck is a prominent example, and other vehicles incorporating these elements could appeal to consumers who appreciate this particular style of futuristic design.

Big Social Trend (name, detailed description):

The Cyclical Nature of Design and Cultural Nostalgia: This broader social trend highlights the recurring pattern of past styles and cultural elements becoming popular again in contemporary society. Decades often experience a resurgence of interest around 20-30 years later, and the current embrace of '80s aesthetics in various forms, including automotive design, is a clear manifestation of this cyclical nature of cultural trends and nostalgia.

Worldwide Social Trend (name, detailed description):

Global Interest in Design Differentiation: In a globalized world with increasing homogenization in many product categories, there is a growing desire among consumers for products that stand out and offer unique visual identities. This worldwide trend encourages designers and manufacturers, including those in the automotive industry, to explore more distinctive and potentially retro-inspired designs to capture consumer attention and preferences for individuality.

Social Drive (name, detailed description):

Seeking Novelty Through Familiarity: While the '80s futurism design trend represents something new in the current automotive landscape, it also carries a sense of familiarity for those who remember the era's visions of the future. This social drive reflects a human tendency to find comfort and interest in revisiting and reinterpreting elements from the past, offering a sense of novelty grounded in familiar aesthetics.

Learnings for brands to use in 2025:

• Understand the Nuances of Nostalgia: When tapping into nostalgia, brands should be specific about the era and aesthetic they are referencing to resonate with the target audience.

• Balance Retro with Modernity: While the core is retro, the execution should feel modern and incorporate current technology and features.

• Monitor Social Media and Design Trends: Keep a close eye on discussions and emerging trends in design, particularly those related to retro styles and consumer preferences.

• Consider Limited-Edition or Themed Models: Brands could explore releasing limited-edition vehicles or trim packages that specifically showcase a retro-futuristic design language.

• Engage with the Design Community: Collaborate with designers and design schools to explore and prototype new interpretations of retro aesthetics.

Strategy Recommendations for brands to follow in 2025:

• Introduce Concept Vehicles Showcasing Retro-Futuristic Designs: Use concept cars like the Hyundai Obsidian to gauge public reaction and generate buzz around potential future design directions.

• Incorporate Subtle '80s Design Cues into Existing Models: Brands could start by incorporating less extreme retro elements, such as pixel lighting or angular accents, into their current lineups.

• Develop Marketing Campaigns That Evoke '80s Nostalgia: For vehicles with this design aesthetic, marketing efforts could leverage imagery, music, and themes from the 1980s to connect with the target demographic.

• Engage with Online Communities Focused on Retro and Futuristic Design: Participate in discussions and forums related to '80s culture and futuristic aesthetics to understand consumer preferences and gather feedback.

• Offer Customization Options That Allow for Retro Styling: Provide consumers with the ability to personalize their vehicles with elements that align with the '80s futurism trend, such as specific color palettes or trim details.

Final sentence (key concept) describing main trend from article, and what brands & companies should do in 2025 to benefit from trend and how to do it.

The burgeoning trend of 1980s futurism in automotive design signifies a nostalgic yet novel direction for the industry, urging brands and companies in 2025 to strategically explore and integrate these angular, retro-inspired aesthetics into their designs, potentially through concept vehicles and targeted marketing, to capture the attention of consumers drawn to this distinctive vision of the future.

Final Note:

• Core Trend: '80s Retro-Futurism in Automotive Design: The increasing adoption of design elements inspired by the futuristic visions of the 1970s and 1980s in contemporary automobiles.

• Core Strategy: Strategic Exploration and Integration of Retro Aesthetics: Brands should proactively explore how to incorporate '80s futurism into their design language, balancing nostalgic appeal with modern technology and practicality.

• Core Industry Trend: Cyclical Nature of Automotive Design: The automotive industry is witnessing a return to design themes from past decades, highlighting the cyclical nature of design trends.

• Core Consumer Motivation: Nostalgia and Desire for Distinctive Design: Consumers are motivated by a combination of nostalgia for the '80s and a desire for vehicles that stand out with bold and unconventional styling.

Final Conclusion:

The Hyundai Obsidian concept and the impending production of the Honda 0 Saloon signal a compelling shift in automotive design towards the retro-futurism of the 1980s. For automakers in 2025, understanding and strategically embracing this trend presents an opportunity to create distinctive vehicles that resonate with a specific demographic while also injecting a fresh and nostalgic aesthetic into the broader automotive landscape.

Core Trend Detailed: description.

The core trend of '80s Retro-Futurism in Automotive Design is characterized by a deliberate adoption of aesthetic elements that were prevalent in the futuristic visions of the 1970s and 1980s. This design language often features sharp, angular lines, a pronounced wedge shape, and a generally boxy silhouette, reminiscent of early computer graphics and science fiction vehicles from that era. It represents a departure from the more fluid and rounded designs that have dominated the automotive industry for the past couple of decades, instead embracing a more geometric and visually striking aesthetic that evokes a sense of the future as it was once imagined. This trend is not necessarily about replicating past designs exactly but rather about reinterpreting and modernizing these iconic shapes and details using contemporary materials and technologies, often incorporating digital-inspired elements like pixelated lighting to further enhance the retro-futuristic feel.

Key Characteristics of the Core trend:

• Angular and Wedge-Shaped Bodies: A dominant feature is the use of sharp angles and a general wedge-like profile, often with a low front end rising towards the rear.

• Boxy Proportions: Despite the aerodynamic focus, the overall proportions often exhibit a more boxy or rectilinear form compared to the flowing lines of many modern cars.

• Sharp Corners and Defined Edges: The designs tend to feature distinct and sharp corners rather than rounded contours.

• Pixelated Lighting Elements: Incorporating digital-inspired lighting designs, such as pixelated headlights and taillights, to enhance the futuristic and retro feel.

• Minimalist Surface Details: Often characterized by clean lines and a reduction in complex surface treatments, emphasizing the underlying geometric forms.

Market and Cultural Signals Supporting the Trend (bullets):

• Resurgence of '80s Culture: A broad revival of interest in all aspects of 1980s culture, including music, fashion, and entertainment.

• Popularity of Retro Video Games and Digital Art: The low-poly and geometric aesthetics of early video games and digital art from the '80s are experiencing a comeback.

• Demand for Unique and Expressive Designs: Consumers are increasingly seeking products that allow them to express their individuality and stand out from the crowd.

• Automaker Experimentation with Bold Designs: Several automakers are showcasing concept vehicles with unconventional and sometimes retro-inspired styling.

• Positive Reception of Initial Retro-Futuristic Models: The positive attention received by vehicles like the Hyundai Ioniq 5 suggests a consumer appetite for this design direction.

How the Trend Is Changing Consumer Behavior:

• Increased Openness to Non-Traditional Car Shapes: Consumers may become more receptive to car designs that deviate from the established norms of fluid and aerodynamic forms.

• Greater Appreciation for Bold and Angular Aesthetics: There might be a shift in aesthetic preferences towards cars with sharper lines and more geometric shapes.

• Potential for Brand Loyalty Based on Design Identity: Automakers that successfully embrace this retro-futuristic style could attract a loyal following of consumers who appreciate their distinctive design language.

• Influence of Design on Purchasing Decisions: For a segment of consumers, the unique and nostalgic design of these vehicles could become a primary factor in their purchasing decisions.

Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, bullets):

• For Brands and CPGs: Opportunity for automotive brands to create distinctive vehicles, potential need to develop new manufacturing techniques for certain design elements, marketing opportunities around nostalgia and futuristic visions.

• For Retailers: Need to adapt showroom layouts to showcase these potentially unconventional designs, opportunities to target specific customer segments interested in retro aesthetics.

• For Consumers: More diverse and visually interesting car options, potential for owning a vehicle that feels both modern and reminiscent of the past, possible polarization in consumer opinions regarding the design.

Strategic Forecast:

• The trend of '80s retro-futurism in automotive design is likely to grow in prominence in the near future.

• We can expect to see more concept vehicles and potentially production models that incorporate this aesthetic.

• The integration of this design language with electric vehicle platforms will likely be a key factor.

• The long-term success of this trend will depend on consumer reception and whether it evolves into a lasting design direction or remains a niche style.

Final Thought (summary):

The Hyundai Obsidian concept and the broader emergence of '80s retro-futurism in automotive design highlight a fascinating interplay between nostalgia and innovation. This trend offers automakers a chance to create vehicles with distinctive visual identities that resonate with a specific demographic while also exploring new design territories, ultimately enriching the diversity of the automotive landscape.

Source: https://www.autoweek.com/news/a64904100/hyundai-obsidian-retro-ev-concept/