The GV70 is Genesis’ first luxury midsize SUV. The exterior designer talks about how he implemented such dynamic design elements on GV70.
GV70 is the Genesis brand’s fifth model and the first mid-size SUV that expanded the Genesis lineup. The GV70 inherits Genesis’ unique design DNA, such as a double-line quad lamp and crest grill (radiator grille), and has a luxurious and dynamic look that maximizes the advantages of rear-wheel drive and implements a sophisticated ratio. So, how was the GV70’s design created? The exterior design Senior Researcher Ki-Eok Kim, who was in charge of exterior design, reveals the story behind the development of GV70.
Genesis GV70 tries to attract new customers.
Q. How did you reflect the Genesis brand’s design strategy in the GV70?
The Genesis brand’s design principle is based on ‘Athletic Elegance’. In addition, each model has a different proportion of dynamics and elegance in consideration of character. The G70 and GV70 emphasize vigor, the G80 and GV80 which represent the lineup emphasize the exquisite balance of vigor and elegance, and the flagship sedan G90 highlights elegance; this is the core of the Genesis brand’s design strategy. The GV70 is a model targeting the luxury mid-size SUV market, as the name of the car indicates – the V is from ‘Versatile’, G from Genesis, and ’70’ means mid-size segment.
The GV70 is a new luxury midsize SUV newly added to the Genesis brand lineup.
Q. GV70 is created to attract new customers. Is there any part of the exterior design that takes this personality into account?
In order for the Genesis brand to attract as many young customers as possible, it had to be more unique and luxurious. While G90, G80, and GV80 have built up the luxurious image of the Genesis brand, the G70 and GV70 serve as ‘key players’ that make the Genesis a younger and unique luxury lifestyle brand. In particular, the target customers of GV70 are the people who are “Boundary Breakers” that continuously self-develop, and we designed the vehicle to attract them. They can be defined as people who constantly strive to learn, value new and intense experiences, and are not afraid of being different from others. The GV70 is a model that can express its own uniqueness and will show the luxury sensibility of the Genesis brand in a different way.
To maximize the length, the hood is designed to be in contact with the crest grille.
Q. What are the features of the front design?
On the front, the wing face design would stand out the most; the quad lamps and crest grilles together depicted Genesis’ symbolic wing shape. The quad lamp and crest grille are arranged at the same height to create a wide-looking front image. In addition, a G-Matrix pattern emphasizing volume is applied to the radiator grille and intake grille (bumper intake) to convey Genesis’ unique identity and sporty sensibility. In addition, the bold presence of the vehicle was highlighted through the extended chrome molding starting from the skid plate at the bottom of the front bumper to the door bottom. These become an important design element that creates both the character of the SUV and the sporty style
*Parting Line: The seam between the two outer plates of the vehicle
The hood slightly covering the headlamp creates a natural contour on the top of the headlamp. This gave the headlamp a sculpted beauty and sleek impression.
Q. The hood that slightly covers the headlamps – what was your intention?
The hood contains the Genesis brand’s design philosophy, which pursues a functional and concise design. it is difficult to make the hood look gently wraps the grille if a ‘parting line’ is at the top of the emblem, just like its other competitors. On the other hand, GV70 minimizes unnecessary parting lines by designing the end of the hood to be in contact with the crest grille and headlamp. Through this, the rich volume of the hood and the length of the front part were further emphasized, and the proportions of the body could be expressed more dynamically. The long hood also contours the top of the headlamps. This is intended to make the thickness of the lamp look thinner than it actually is, giving the headlamp a strong impression as our eyebrow does, and revealing the uniqueness of the GV70.
Of course, the development process was never easy; this is because it is very difficult to make a hood with such a complex and delicate shape using aluminum. The shape of the hood can be distorted during the molding process, and it is difficult to maintain the required rigidity. However, thanks to the accumulated skills, we were able to mass-produce them with high completeness.
The rear shoulder forms a rich volume of a muscle-like image at the top of the rear wheel. In addition, the image of the rear part of the coupe-style was implemented through the gently lowering roofline.
Q. How did you emphasize the dynamics on the side?
The GV70 has been developed to stand out with a stable and dynamic body proportion based on a lower and wider body than its competitors. On the side body, the design that embodies the agile and dynamic coupe style and the practicality of an SUV is the biggest feature. The parabolic line that traverses the body creates a dynamic side image, and the three-dimensional rear shoulder conveys the strong image of the SUV. For your information, the rear shoulder refers to the part that creates a voluptuous feel with a character line on the rear quarter panel. It has been given a formative beauty so that the rear wheel can boast strong energy. In addition, the arch-shaped chrome window molding and the thick C-pillar further emphasize the coupe-style, and the silhouette of the vehicle, and the three-dimensional body volume consummate to create an emotional and sporty image.
Q. Please describe the unique rear design.
The sensational feel of a coupe SUV is maximized at the tailgate, which is characterized by the gentle slope of the rear glass and its simple and rich volume. A long and thin quad lamp was placed to create a strong impression. The ‘GENESIS’ lettering emblem placed in the middle of the tailgate boasts its pride and identity as a luxury brand. Meanwhile, utility elements such as license plates, parking sensors, reversing lights, and rear reflectors are placed on the bumper so that the simple design of the rear can stand out more. In addition, a vertical crest muffler tip was applied to give a sporty and wide image.
The GV70 Sport has a round muffler tip with a large diameter.
Q. How different is the GV70 sports package designed?
An exclusive bumper is applied to the GV70 sports package, which conveys a strong image and a unique sensibility. For the front part, the shape of the air intake was further emphasized. In addition, the three-dimensional design of the skid plate adds a dynamic atmosphere, and the crest grille uses a dark chrome g-matrix pattern. A circular muffler tip with a large diameter was applied to the rear part and the rear bumper was divided horizontally to emphasize a high-performance image. In addition, 19-inch and 21-inch sports-exclusive wheel options indeed expand the choice for customers.
The side of the D-pillar was trimmed to curl gently, so it provides both cabin space and style.
Q. How were the design elements perfected?
From the beginning, GV70 improved airflow through wind tunnel tests and simulations using a full full-size model. Through this process, the vehicle secured excellent aerodynamic performance while maintaining a dynamic and sharp image. And for the sensuous rear part of the coupe SUV, the shape of the rear spoiler was optimized to smooth the airflow at the top of the body. In addition, a front air curtain was installed to reduce the airflow resistance generated around the side of the face and the front wheel. In addition, an ‘active air flap’ opens and closes a hole inside the crest grille, and at the same time, the undercover over the rocker panel improves the airflow in the front and under the body.
Q. Which design element did you pour your heart into the most?
A lot of effort has been put into realizing a spacious interior space and a sleek and sensuous coupe-style rear image at the same time. If we focus only on the exterior design, it could block the side view or reduce the user’s convenience due to the tailgate with a narrow opening area. Through this process, the side of the D-pillar was curled smoothly, resulting in a satisfactory result for everyone. The side parting line of the tailgate falls in a straight line. There is almost no unnecessary bending on the parting lines to make it as simple as possible.
GV70 is a model that attracts new customers who have not experienced Genesis before. We believe this is a car that provides a different customer experience in various design areas such as exterior, interior, color, and materials. We hope that GV70 will make Genesis a young and special luxury lifestyle brand soon.
Photograph. Min-Suk Choi