The 2013 Seoul Motor Show (28th March to 7th April) saw Hyundai Motor Company move to strengthen its ‘Modern Premium’ brand image with an eye-catching triple reveal. The fastest-growing automaker by brand unveiled a new luxury sports coupe concept and collaborations with French luxury goods-maker Hermès and famous, Egyptian-born designer Karim Rashid.

The HND-9 is the ninth concept model developed by the Hyundai Motor Group’s R&D Center in Namyang, Korea. Based on a modern reinterpretation of an elegant, classic premium sports coupe, sophisticated details in every design element of the car reinforce a premium look.

Equipped with 3.3-liter turbo GDi engine and 8-speed auto transmission, HND-9 delivers a maximum output of 370ps, while its exterior design exudes an image befitting of the powerful performance.

Based on the spiral sculpture concept - derived from Hyundai’s Fluidic Sculpture design philosophy - dynamic and distinctive spiral-shaped metal lines frame the entire interior in a speedy and rhythmical way, creating a unique and luxurious sports coupe.

Butterfly doors, sculptural rear combination lamps, and dual tailpipes placed on both sides, give the car a sleek, futuristic look. Twenty-two inch alloy wheels – mixed with carbon materials - also contribute to great styling, while lowering its weight.

The seats are made of sporty yet luxurious mesh, and depending on which angle they are seen from, they project different colors, exuding elegance and mystique. The driver-oriented, high-tech interface is modeled after a cockpit, offering both improved functionality and aesthetics, optimized for dynamic and sporty driving.

To showcase the Hyundai brand among younger customers, Egyptian-born Karim Rashid has created the one-off ‘i40 Art Car’, redesigning the exterior to make it more appealing with a younger and unique look. The model joins the i30 and Veloster that also have the younger buyer in mind.

The concept behind the mid-sized ‘i40 Art Car’ is best defined as ‘the joint between design and technology,’ and the exterior characterized by triangular and rainbow shapes intends to capture the speed and movements of the automobile. Along with the car, Hyundai also showcased ‘Karim Rashid’s Special Collection,’ consisting of a wristwatch, a backpack, a carrier bag and a tumbler, which display Rashid’s signature simple.

Hyundai also used the 2013 Seoul Motor Show to reveal the result of a collaboration with Hermès the renowned French manufacturer of luxury goods, who redesigned the interior of a Hyundai Equus (known as the Centennial in the Middle East) to produce the ‘Equus by Hermès’.

Hyundai has showcased the HND-9 concept car and its latest series of collaborations as part of its efforts to strengthen brand awareness and its ‘Modern Premium’ brand image. Recent launches in the Middle East of models that embrace this new approach include the brand’s flagship model, the New 2014 Centennial, and the All-New Santa Fe SUV.