“A lot of automakers utilize a family look,” said Hak Soo Ha, Hyundai vice president and head of the automaker’s North American design studio a few minutes into his presentation on the 2023 Ioniq 6. “But that's a euphemism for these companies to say ‘Hey, we don't want to invest in research and tooling. We just want to make cookie-cutter cars.’ Even Tesla, it's all kind of the same language.”
