Hyundai EV45 CMF Exploration

This is my CMF exploration for the Hyundai EV45’s potential release in the North American market in 2030.
Inspired by the scenery of Texas, an up and coming tech capital, my goal was to create a fresh look that delivers a quality user experience through the colors we see and the surfaces we touch, while aligning to Hyudai’s future vision of becoming a brand that stands for sustainability, empathy and refined lifestyle.

Sustainability

Empathy

Refined Lifestyle

The Hyundai EV45

A concept car first announced in 2019, it’s the vision of Hyundai’s brand ambition to have EV sales reach 45million by 2040 with 232million on the road. They aim to have South Korea Cars be 100% Eco Friendly by then.

I’m pitching for the car to be released in the North American market by 2030, targeting upper-middle class users of a higher technological proficiency as a first adopter group. And eventually work it’s way to the mass.

Target Audience

Hyundai EV45’s design communicates the brand’s desire to become a next generation go-to family car. Therefore, we are looking to target the young family audience that are eager to embrace sustainability and future technology. The goal is to be able to transform the daily commute, into quality family time through CMF.

CMF Direction

The material strategies would be focusing on creating comfort through the use of soft but durable fabrics. To assist our target audiences quality time outdoor times with their kids, we are considering potential finishings that is resistant to dust, water and dirt, making clean up after a day out much easier to handle for the adults. We also need to consider the possibility of our users having pets in the car, which means the materials need to be resistant to scratches, and doesn’t absorb or develop smell, and it may be achieved through the use of materials with anti-bacterial properties such as bamboo fibers or carbon infused materials.

Benchmarking Information

*Detail spreadsheets are provided in the Additional Information section at the bottom of the page.

Trim Levels, Moodboards and Color Strategy

I’ve decided to pitch 3 trim levels for the users with different budgets after evaluating the benchmarking information, going from a budget friendly darker palette, to a more vibrant deluxe driving experience. All three trim levels are inspired by different sceneries in Texas, each color palette conveys a unique story related to the diverse city life, exploration of nature and passion for culture and history.