NOTHING IS ‘JUST’ A DESIGN AT GENESIS — EVEN ITS WHEELS
SEOUL, Nov. 21, 2024 — True automotive beauty and originality often lie beyond the bodywork — it’s in the details, the finishes.
For Yongjun Heo, it’s in the wheels.
“Just like how shoes make or break an entire look, it’s no exaggeration to say that wheels complete the overall design of a vehicle,” says Heo, who leads the Genesis Exterior Design Team.
“That's why as a brand and as a team, we’re dead serious about wheel designs.”
The Inspiration
Audacious. Progressive. Distinctly Korean.
These three characteristics form the foundation of Genesis’ design identity, “Athletic Elegance.” They serve as the guiding star for all Genesis models, influencing every aspect of their design and product planning.
“They are what drive us to take bolder steps than other brands, touch the hearts of customers with new technologies and incorporate exclusive Korean aesthetics," says Heo.
In wheel designs, the emphasis on Athletic Elegance leads to one critical question during planning: whether to prioritize athleticism or elegance.
"For dynamic models like the Genesis G70 and the Genesis GV70, more aggressive spoke designs are used to express dynamism,” Heo mentions. “In contrast, for models like the Genesis G90 sedan, multi-spoke or dish-type wheels are tapped to convey elegance.”
3 Rules
Behind every wheel design, there are three specific rules that guide the Genesis Exterior Design Team.
“One, the wheels must complement and harmonize with the overall body design,” Heo points out. “Two, they should visually appear larger-looking, and three, they must communicate a clear design message.”
No matter how aesthetically pleasing a wheel may be, it won’t be used if it doesn't meet the above criteria, particularly the first rule.
To overcome the challenge of creating a wheel design that seamlessly blends with the model, wheels at Genesis are not designed in isolation toward the end of the body design. Instead, they are developed in conjunction with the rest of the vehicle right from the outset, which approach ensures that the wheels are harmoniously integrated into the overall aesthetic.
Two Lines and the G-Matrix Pattern
When asked what sets Genesis wheel designs apart from other brands, Heo quickly highlights the Two Lines, one of the brand's signature design elements.
"We begin with the Two Lines and explore new structural forms based on reinterpretations from different perspectives," Heo explains, offering the double-layer spoke structure of the Genesis X Concept as an example.
Heo’s favorite: the Genesis X Speedium Coupe Concept’s five-spoke wheel.
"Considering that the X Speedium Coupe Concept was a concept vehicle, the wheels were designed to tease Genesis' future design vision," Heo recalls. "Although production feasibility was not a primary consideration, designing the wheels was still an incredibly difficult task. In hindsight, I think they ultimately elevated both the sportiness and elegance of the Genesis X Trilogy."
Genesis wheels aren’t simply confined to aesthetics. They also offer functional advantages, like being lightweight while maintaining necessary rigidity.
The spoke cross-section design, for instance, effectively cools the brakes. The G-Matrix pattern, another one of Genesis’ signature design elements, helps secure rigidity and lighter weight, as seen in the G70 and the GV70 Sport models.
Limitless Possibilities
Looking ahead, Heo says he and his team have their eyes set on electric vehicles (EVs) and developing next-generation wheel designs that can enhance EV driving range.
"There are countless designs to explore, along with new materials and manufacturing techniques that can significantly improve our aerodynamics,” Heo marvels. “The possibilities are limitless."