Loasby to lead development of ‘Sensuous Sportiness’ at Hyundai Styling Group

Simon Loasby, director of Hyundai Design in China, has been promoted to head of the Hyundai Styling Group at the Hyundai Design Centre in South Korea. Loasby, a vice president at Hyundai Motor, is to play a leading role in the further development of Hyundai Motor’s new design philosophy, “Sensuous Sportiness”.

Loasby has played an integral role in defining Hyundai’s design identity in China since his arrival at Hyundai Motor in mid-2017. He spearheaded introductions of new models with a new stylish design language, including the LaFesta sporty sedan, in the Chinese automotive market.

“I’m honoured to be able to contribute to the enhancement of Hyundai’s global design capability,” said Loasby about his appointment. “At a time of enormous change in the industry, I’m looking forward to this new journey for the development of exciting, innovative concepts and unique aesthetics for Hyundai vehicles.”

In his new role, Loasby will oversee design strategy and direction for Hyundai models worldwide. He will report to SangYup Lee, head of the Hyundai Design Centre, and Luc Donckerwolke, chief design officer of the Hyundai Motor Group.

Loasby’s successor as director of China Design will be vice president Minchul Koo, who is currently head of the Hyundai Exterior Design Group.

“I am confident that the addition of Simon to the main design centre in Korea will greatly enhance our ability to spread our design philosophy to the next generation of vehicles. With seamless global collaboration and transparent communications, we will advance Hyundai’s design tradition to meet the rapidly changing needs of our customers,” said Donckerwolke.

Loasby’s key role will be to lead the further development of “Sensuous Sportiness”, Hyundai Motor’s new design identity. Relying on the signature design of Hyundai Motor, upcoming vehicles will reflect Hyundai’s design philosophy with a harmony of proportion, architecture, styling, and technology, incorporated with fresh, modern taste.

Based on his industry experience, Loasby will add insight to create emotional value and desirability in vehicles through design.

Loasby (51) earned a master’s degree in vehicle design from the Royal College of Art in London and studied mechanical engineering at the University of London.

Before joining Hyundai, Loasby spent ten years in China as design director for Volkswagen Group China, working on numerous high-profile projects for Chinese customers. His earlier career included leadership roles at Rolls-Royce and Bentley Motor Cars.