Contemplation on the New Sonata’s style as I rode it through the streets of Seoul

Do you know the exact definition of ‘Style’? We use this word a lot, but most people don’t know the exact meaning. There are four meanings: firstly, it refers to the ‘shape’ of clothing or hair; secondly, it refers to a certain ‘way’; thirdly, it refers to ‘trait’ that shows off the author’s uniqueness in literature; and fourthly and finally, it refers to a ‘form’ that represents a trend or a generation in an art genre.

Talking about the New Sonata style I experienced as I drove through Yeonnam-dong and Sinchon streets

Talking about style got me curious about the style of New Sonata. ‘Shape, Way, Trait and Form’. How could one look at New Sonata within the four realms of style? And what meaning does New Sonata’s style hold? I now talk about the New Sonata style I experienced as I drove through Yeonnam-dong and Sinchon streets.

Sonata’s style can be summarized into design completed by lines.

First, style as ‘Shape’. New Sonata’s design can be summarized into the keywords ‘aesthetics of lines’. From the daytime running lights to door glasses, the chrome line is as if it has been drawn with a single touch; it’s simple and yet delicate. The solid fender line & the sharp character line and the coupe line that lows from the roof to the rear are like admiring a beautifully carved out muscle of a sculpture. Every line of the New Sonata shows how much intense thought was put into its safety, functionality, and aesthetics; nothing was forsaken.

New Sonata rejects the rules of existing sedans.

Second, style as a ‘Way’. New Sonata rejects the existing rules and pursues to become a sedan of a new format that breaks all the boundaries. After maintaining the role of the ‘nation’s sedan’ for such a long time, Sonata is now freed from such a title. The youthful, flexible design that is on another level compared to existing typical sedans expresses such liberty. Notwithstanding its visual values, you can experience a completely new feeling in this car with all your five senses; the air in the car, the sense of driving, texture upon your fingertips, etc.

New Sonata contains the responsibility and the spirit of the times of a middle-sized sedan and its brand

Third, style as a ‘Trait’. New Sonata’s design encompasses a leader’s responsibility, empathy that crosses boundaries between all generations, and the spirit of our time. The penetrating sense of duty that has led Korea’s middle-sized sedans and Hyundai Motor Company for over 30 years is embedded in every part of the car. The freedom from its title and the heavy responsibility of a market leader coexist here; you can feel its past while feeling out its future. The ironical design leads empathy for all generations; this is the spirit of our times, which a middle-sized sedan certainly ought to have.

Sensuous sportiness is Hyundai Motor Company’s new design identity.

Forth, style as a ‘Form’. Sensuous Sportiness refers to sportiness plus emotion. It pursues the perfect harmony between ratio, structure, style and technology, and a lifestyle design that gives new meaning to many aspects of the driver’s life is the highlight of it all. It also holds the hopeful wishes of providing a sensual and dynamic background in Seoul city by riding through the streets or just by standing, and an everyday, comfortable background for the driver.

What is your definition of the New Sonata’s ‘style’?

‘Style’ is very subjective. What some people call innovative, others may call customary. Everyone would have a different perspective on the New Sonata as well. What type of automobile is Sonata for you? And what meaning does it hold?

Photography by Lee Seung-woo