HWASEONG, South Korea — Hyundai Motor Group employees pride themselves on a frenetic corporate cadence dubbed Hyundai Speed, a kind of pedal-to-the-metal obsession with doing everything fast. Real fast.
It usually applies to production and engineering. But now, the Hyundai brand and its Genesis luxury stablemate are aiming to halve their product design cycles, slashing the time it will take them to roll out full model changes. It's a bid to respond more quickly to changing trends and keep products fresh in an increasingly competitive market.
And it just may be the most audacious application of Hyundai Speed yet.