Building on the legacy of a brand is critical against slick newcomers, and these top-level designers are the key to that success
Gone are the days of a designer just… designing. Nowadays, their roles have grown enormously as the overall look of a car and its brand become a key differentiator in a world of shared platforms. Reflecting that change, companies have promoted designers to the top level of management, knowing the brand itself is a key weapon against slick newcomers such as Tesla. Those who’ve taken on this heavy task, and succeeded, have been celebrated by the Power List 100, sponsored by Keyloop.
Luc Donckerwolke, President and Chief Creative Officer of Hyundai Motor Group Luc Donckerwolke can lay claim to designing the Lamborghini Murcielago and Audi A2 during his VW Group years, but it’s his work at Hyundai Motor Group which has really cemented his position as a design force in the automotive world.
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