The Rise of the ‘SUV-ness’ Era: How Hyundai’s Tucson Redesign Signals a Broader Automotive Shift
Nearly 70% of new car sales globally are now for SUVs and crossovers. This isn’t just a trend; it’s a fundamental reshaping of what drivers want. Hyundai is betting big on this shift, and the upcoming fifth-generation Tucson, inspired by the bolder design language of the Santa Fe and Nexo, is a prime example. But this isn’t simply about aesthetics. The Tucson’s redesign, with its emphasis on a more upright stance and “capability-driven” look, hints at a broader industry move towards prioritizing perceived robustness and interior space – even if actual off-road capability remains limited for many buyers.
The ‘Art of Steel’ and the “Chess Pieces” Philosophy
Hyundai’s new ‘Art of Steel’ design language, first seen on the Santa Fe and hydrogen-powered Nexo, is characterized by strong lines, bold surfaces, and a generally more assertive presence. Design chief Simon Loasby intentionally aims for differentiation within the Hyundai lineup, wanting each model to be a “chess piece” rather than a “Russian doll.” This means the Tucson won’t be a scaled-down Santa Fe, but a distinct vehicle with its own character. Early test mule sightings confirm a longer bonnet, chunkier wheel arches, and a more upright stance – a clear departure from the current, more rounded Tucson.
This shift isn’t arbitrary. Loasby explained the Nexo’s redesign was about “deliberately wanting to turn the volume up on the capability and SUV-ness.” This speaks to a consumer desire for a commanding driving position and a vehicle that *looks* ready for anything, even if its primary use is suburban commuting. The increased interior space, potentially building on the current Tucson’s already generous 620-litre boot, further caters to this demand for practicality and family-friendliness.
Beyond Aesthetics: The Interior Revolution and the Return of Physical Controls
The exterior changes are significant, but the interior is where Hyundai is poised to make a truly disruptive move. While many automakers are consolidating functions into ever-larger touchscreens, Hyundai is considering a smaller infotainment display and, crucially, more physical buttons. This isn’t a step backward; it’s a response to growing concerns about driver distraction and safety.
“Simpler software and more physical buttons are a direct response to usability concerns. Drivers want technology, but they don’t want to be fiddling with menus while driving. Hyundai is recognizing that safety and convenience aren’t mutually exclusive.” – Automotive UX Analyst, Sarah Chen.
This move aligns with a growing backlash against overly complex infotainment systems. A recent study by the AAA Foundation for Traffic Safety found that interacting with in-vehicle technology can significantly increase driver distraction, raising the risk of accidents. Hyundai’s potential return to tactile controls could set a new standard for in-car usability and safety.
The Implications for Infotainment Design
Hyundai’s approach could trigger a wider industry rethink of infotainment design. For years, the trend has been towards minimalism and screen dominance. However, if Hyundai demonstrates that a more balanced approach – combining digital functionality with physical controls – improves safety and user experience, other automakers may follow suit. This could lead to a new era of more intuitive and driver-focused in-car technology.
The Future of SUV Design: Ruggedness and Practicality Reign Supreme
The Tucson’s redesign isn’t an isolated event. It’s part of a broader trend towards more rugged and practical SUV designs. Manufacturers are responding to consumer demand for vehicles that project an image of capability and adventure, even if those vehicles are primarily used for everyday tasks. This trend is fueled by several factors, including:
- Increased urbanization: Ironically, as more people live in cities, they crave vehicles that evoke a sense of escape and outdoor adventure.
- Marketing and branding: Automakers have successfully marketed SUVs as versatile and aspirational vehicles.
- Changing lifestyles: Families are increasingly seeking vehicles that can accommodate their active lifestyles.
Key Takeaway: The future of SUV design isn’t about extreme off-road capability for most buyers. It’s about creating vehicles that *look* capable, offer ample space, and prioritize user-friendly technology.
Did you know? The global SUV market is projected to reach $469.8 billion by 2028, according to a report by Fortune Business Insights, demonstrating the continued dominance of this vehicle segment.
What This Means for Consumers and the Automotive Industry
The Hyundai Tucson’s redesign signals a potential shift in the automotive landscape. Consumers can expect to see more SUVs with bolder designs, more spacious interiors, and a renewed focus on usability and safety. Automakers will need to balance the desire for cutting-edge technology with the need for intuitive and driver-friendly interfaces. The emphasis on “SUV-ness” – that feeling of robustness, capability, and space – will likely become a key differentiator in a crowded market.
Pro Tip: When evaluating new SUVs, don’t just focus on horsepower and fuel economy. Pay attention to the interior layout, the ease of use of the infotainment system, and the overall sense of space and comfort.
Internal Links:
For a deeper dive into automotive design trends, see our guide on The Evolution of Car Interiors. You can also explore our analysis of Hyundai’s Electric Vehicle Strategy.
External Links:
Learn more about driver distraction and in-vehicle technology from the AAA Foundation for Traffic Safety.
Frequently Asked Questions
Q: Will the new Tucson be more expensive than the current model?
A: It’s likely the new Tucson will have a slightly higher starting price due to the redesign and upgraded features, but Hyundai is known for offering competitive value.
Q: When will the new Tucson be available for purchase?
A: Hyundai expects the fifth-generation Tucson to go on sale in the latter half of next year (2024).
Q: Will the new Tucson offer hybrid or electric powertrains?
A: Hyundai is expected to continue offering hybrid and plug-in hybrid versions of the Tucson, and an all-electric variant is also a possibility.
What are your predictions for the future of SUV design? Share your thoughts in the comments below!
