2020.01.15 GENESIS
The Genesis GV80 Features: Athletic Elegance
What does the design of GV80, the flagship SUV of Genesis, represent? Here's what the exterior designer had to say.
Since the launch of the GV80 concept back in 2017, it drew a lot of attention for being the first SUV of Genesis. How was it developed? Here's what Jung MyungJin, Senior Researcher of Genesis Exterior Design Team, has to say.
Q. GV80 is the first SUV of Genesis. How did all this start?
All the first moments stay in your memory for a long time. We wanted the slogan of GV80 to be 'The First Man, The First SUV', just as Neil Armstrong became 'The First Man' who landed on the Moon for the first time. GV80 symbolizes the vision that the brand tries to represent, as Korea's number one automaker that manufactures luxury cars.
The primary concept of GV80 is 'Athletic Elegance'. Unlike most of the SUVs with boxy exterior designs, we put most of the work on its design for the company's first SUV. The precise proportions and attention to every detail denote that GV80 is authentic to Genesis design principles.
Q. GV80 surely looks a lot like its concept model. Tell us about the design development process.
We designed GV80 when we were working on its concept model. We used bold design elements for the concept. The main element is the precise proportions. It looks sleeker and slimmer than other SUVs, and we tried to maintain this element for the commercialized model.
Q. What are the signature design elements of GV80?
Signature Genesis design elements are immediately visible on GV80, from every vantage point. The Crest Grille emphasizes gravitas consistent with the positioning of GV80. The Quad Lamps, which flank the Crest Grille, are made possible with sophisticated lighting technology. The Quad Lamp graphic will become the most recognizable, unique signature of Genesis design, as the simplest of lines communicate a distinct identity. The two lines comes to define Genesis. Another element is the Parabolic Line. It runs smoothly along the side with precise execution, accentuated by power lines above each wheel emphasizing stance and presence.
The G-Matrix pattern that appears in light fixtures throughout the exterior is inspired by beautiful orchids seen when diamonds are illuminated by light. It is the design element not just for the styling but also for practical purposes. The pattern also appears on the grille, headlamps, tail lamps, and wheels. The G-Matrix patter will also be featured in other Genesis models.
Q. What did you want to say through the bold-looking headlamps?
GV80 uses four individual Quad Lamps. These lamps, which flank the Crest Grille, are made possible with sophisticated lighting technology. The Quad Lamp graphic will become the most recognizable, unique signature of Genesis design, as the simplest of lines communicate a distinct identity. Those two lines will come to make Genesis recognizable even from the far distance.
On the other hand, the muscular profile has a roof-line that tapers down ever so slightly, and a window line that rises sharply like a hockey stick. These conflicting elements are the reasons why GV80 looks 'athletically elegant' from the side.
Q. It seemed like you wanted to highlight the silhouette when you revealed the G90 model. How about G80?
The most important design element that Genesis tries to pursue is sublime proportionality. After so many concerns, GV80 allowed the company to expand its definition of Athletic Elegance design language to a new typology while retaining sublime proportionality and sophistication of form.
Q. It looks like it is creating a bold first impression. Which design element made it so?
Its first impression really is bold. And for that, we worked hard to give it a low and wide stance. Not only the slim Quad Lams or the Crest Grilles, but also the bonnet creates the voluptuosity of a premium SUV.
Q. As an SUV, what is emphasized in terms of its design?
The difference between GV80 and other SUVs becomes more visible when they are parked right next to each other. Unlike most of the SUVs with boxy exterior designs, GV80 boasts its voluptuous shape. The Parabolic Line runs smoothly along the side with precise execution, accentuated by Athletic Power Lines above each wheel emphasizing stance and presence.
The GV80's prominent stature doesn't just take the stage, it sets it with its horizontal layout from the grille to the lamps creating a stable stance just like a coupe. The intelligent platform design made it possible for such a sleek-looking vehicle to be an SUV with three rows.
Q. Which elements did you use for better aerodynamics?
We tried to make GV80 as aerodynamic as we could. We have been through countless meetings with the aerodynamic development team and the wind tunnel test lab. The front air curtain and bumper lip spoiler for improved aerodynamics are attached to the face, not to mention the A-pillar and side mirrors. Inside the radiator grill are the air guide and the active air flap. An underbody shield is also attached for better aerodynamics.
Q. When you design GV80, the first SUV of the company, where did you get inspired from?
From the beginning of the development of GV80, we put much work in order to survive in the harsh premium SUV market segment. We conducted a thorough analysis of the market. The designers tried very hard to deliver human-centered luxury that feature the highest standards of performance, design, and innovation. They get inspired not only from architectures, interior, or pieces of furniture but also from documentary movies. Their design distances itself from the traditional technological overload of competitors, concentrating instead on a personalized experience.
Q. What about the different designs and sizes of the wheels?
19-, 20-, and 22-inch wheels are available. The Genesis GV80 is the first Korean SUV to offer 22-inch wheels from the factory. This is for a more dynamic stance for our flagship SUV.
Q. Which of the design elements do you think best infers your intention? Is there any fun episode you can share with us?
It is really hard to choose just one. We reached for perfection, to apply ‘Athletic Elegance’ design language to the architecture. There is one sketch I can remember. It showed the Quad Lamps along with the general silhouette. I could experience how it develops to the unique design of Genesis. GV80 was also a special project personally.
Q. Design is one of the key components of the brand. Which design element could the owner of the Genesis GV80 enjoy?
The word 'premium' no longer just means high quality. The product should be able to deliver a unique, specific story and experience in order to be truly premium. We tried our best to impress our customers, to make our product look like a piece of artwork, and to give it timeless design. I hope GV80 could attract people as we intended.
