Genesis Essentia Concept Bags Gold at 2019 IDEA Award
Genesis Motor, the independent luxury vehicle division of Hyundai Motor Group, saw its concept car win a top award at the 2019 International Design Excellence Awards held at the IDEA Ceremony last August 21 in Chicago.
The prototype car, dubbed the Essentia Concept, won the Gold Award for Automotive and Transportation, sealing the brand’s first ‘best of the best’ win for Genesis Vehicle Design in any of the three global design award competitions, which includes Red Dot Design Award and iF Design Award.
Genesis cites the Essentia’s ‘bold and aggressive’ design as the main reason for their major win in the annual awards program managed by the Industrial Designers Society of America (IDSA).
“We are extremely proud to be recognized by IDSA with the Essentia Concept which shows the Genesis brand’s vision and future,” said Luc Donckerwolke, executive vice president and chief design officer. “For a new brand, each design element becomes part of the legacy for the brand, so our goal is to design a car as well as connect it with Genesis DNA.”
First unveiled at the New York International Auto Show in March 2018, the Essentia Concept is the brand’s first attempt at an electric Gran Turismo. The battery-powered car interprets Hyundai’s ‘Athletic Elegance’ design language and provides a blueprint for the future of Genesis.
“We aim to show Genesis brand DNA through designing to reshape the landscape of the existing luxury car design,” said Sang Yup Lee, senior vice president and head of the Global Genesis Design Center. “This is the foundation of our design philosophy, ‘Athletic Elegance.'”