Hyundai rolled out a new concept called the HDC-2 Grandmaster at the Busan Motor Show in South Korea today. This concept previews a new design language that will be appearing on future Hyundai models. Not many pictures of the Grandmaster were provided, but we can pull some details such as an imposing front grille, a boxy shape with rounded corners, and what looks like a sizable glass area.

“Today we showcased the HDC-2 concept vehicle as a blueprint for our evolved design strategy. Making a big step forward in terms of design with the Hyundai Look strategy, we will move towards becoming a brand that customers can really relate to emotionally. Moving on from being a brand that provides a great value, we will aspire to also become a brand that is widely beloved by our customers,” said Hyundai design chief SangYup Lee.

The Grandmaster also provides a preview for upcoming full-size crossover that will sit above the new Santa Fe. Recent spy shots reveal that the production model will have a similar shape to the concept. This new model is expected launch in the next couple of years.

Source: AutoGuide, Motor1

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Very interesting, a step back in time to the original Jeep Cherokee Brick on Wheels approach. Love the Metallic Green Paint Job.

Front end of the auto is a mixed bag of style for me. Not a fan of the King Kong Grill. Love the square roof line, no coupe crape design there.

Seems like something a Genesis SUV could be built on too..

 

26 minutes ago, frogger said:

Seems like something a Genesis SUV could be built on too..

 

Yes I totally would agree that I can see them doing a Luxury version going after the profits there.

I absolutely love the greenhouse glass area, and the paint... green, blue, purple, and like hints of grey, whoa...

Interesting...the grille and wheels and concept-car blingy, I'd dub it the 'Grandmaster Flash'..

I wouldn't call this a "brick on wheels". It's pretty attractive. 

25 minutes ago, jry said:

I wouldn't call this a "brick on wheels". It's pretty attractive. 

Cherokee was a very successful in the right way Brick on Wheels SUV. I mean this in a positive way even with that crazy front grill, it is an attractive brick on wheels SUV.

5 minutes ago, dfelt said:

Cherokee was a very successful in the right way Brick on Wheels SUV. I mean this in a positive way even with that crazy front grill, it is an attractive brick on wheels SUV.

Coo. Usually anything associated with "brick" is bad. I'll bet that the front end gets a tweak, prior to production. I hope that they build this. Thanks!

I really don't see anything 'brickish' about this, lots of contours...greenhouse reminds me of the current Explorer w/ extra trim, and there are lots of contours on the lower body...

I don't see anything "brickish" either. The windshield is quite raked, the rear glass is also quite raked, the second(?) B pillar is angled, the grille into the lights is all flowing as well.

I think it would look so much better with a different grille and wheel setup. As it is, it's hideous to me. 

There are only a few vehicles I would still consider brick-like.

GM's Tahoe and siblings, Wrangler, Renegade, G Wagen and probably something else I'm missing but that's about it. Nothing is as squared off as those. 

They should definitely build something called Grandmaster, that’s bad ass and will sell regardless of what it looks like.

3 hours ago, ccap41 said:

I don't see anything "brickish" either. The windshield is quite raked, the rear glass is also quite raked, the second(?) B pillar is angled, the grille into the lights is all flowing as well.

I think it would look so much better with a different grille and wheel setup. As it is, it's hideous to me. 

There are only a few vehicles I would still consider brick-like.

GM's Tahoe and siblings, Wrangler, Renegade, G Wagen and probably something else I'm missing but that's about it. Nothing is as squared off as those. 

Expedition/Navigator?

49 minutes ago, jry said:

Expedition/Navigator?

Yeah, those would fit in there like the GMs although they feel a little rounder up front.

Nice, but that is a lot of grill..