Hyundai’s Bold New Design Era Begins with Hydrogen-Powered Nexo

Hyundai is making waves not just with its future-focused hydrogen technology, but also with a bold new design direction set to influence its entire range. The second-generation Nexo, recently revealed, debuts Hyundai’s latest design language, “Art of Steel” — a styling philosophy that blends futuristic aesthetics with clean, geometric lines.

While the Nexo is a niche hydrogen fuel-cell vehicle, Hyundai insists its striking look is far from a one-off. According to Simon Loasby, senior vice president and head of Hyundai Design Center, the Nexo marks the beginning of a new era for Hyundai design.

“It’s not wasted at all… it’s part of our design criteria in future. You’ll see some of that executed further,” said Loasby during the Seoul motor show. He hinted that this new design language will appear on multiple upcoming models from late 2024 through 2025.

Though Loasby remained tight-lipped on whether the next-generation Tucson will adopt the Art of Steel styling, expected around 2026, his comment — “Let’s have this conversation in 18 months” — suggests we’ll soon see just how far-reaching this new design ethos will be.

Art of Steel: Distinctive and Dynamic

The redesigned Nexo closely mirrors the Initium concept car, combining sculpted surfaces and crisp edges for a futuristic, sophisticated appearance. Signature elements include evolved parametric pixel lighting and an unconventional C/D-pillar treatment that has drawn some comparisons to the Pontiac Aztek — though many would argue the Nexo is far more refined.

Inside, the Nexo continues Hyundai’s trend of blending cutting-edge tech with unique finishes, including plush dash padding and streamlined interfaces.

Some of these features may remain exclusive to the Nexo, giving it a unique character among Hyundai’s growing lineup. “It helps that customer group that they’ve got something special,” said Loasby.

Variety Is Key to Hyundai’s Identity

Hyundai is known for its diverse design strategy — one that prioritizes individuality over uniformity. From the bold Santa Fe to the sleek Ioniq 6 and the retro-futuristic Ioniq 5, Hyundai’s range is visually distinct across the board.

“The base can be Art of Steel, it can be pixels, that connects, but the typology can be very different, deliberately,” explained Loasby. “So you will see some spices which are the same for the rest of the dishes.”

This contrasts with sister brand Kia, which leans heavily into a cohesive design across its portfolio. Hyundai, on the other hand, embraces design flexibility, allowing it to cater to varied regions and customer groups.

A Legacy of Innovation

Hyundai’s current design language, Sensuous Sportiness, debuted in 2018 with the Le Fil Rouge concept. It brought elements like the cascading grille and a mix of concave and convex surfaces to vehicles like the i30 Sedan, Sonata, and Tucson. Over time, Hyundai has introduced new signature touches — including pixel-inspired lighting — particularly in its EV lineup.

Models like the Kona, Grandeur, Staria, and facelifted Sonata have adopted elements like full-width light bars, creating visual consistency without forcing a singular design language across the range.

With Art of Steel now in the spotlight, Hyundai is once again pushing boundaries — both in technology and design. If the new Nexo is any indication, the future of Hyundai design looks sleek, daring, and uniquely diverse.

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Credit: CarExpert.com.au