Vice President Simon Loasby, new chief of Hyundai styling group/Courtesy of Hyundai Motor

Automaker promotes Loasby to head of styling group

Hyundai Motor promoted Vice President Simon Loasby, director of its design center in China, to the chief of Hyundai styling group, the Seoul-based firm said on April 24.

Loasby joined Hyundai Motor midway through 2017 and has played a pivotal role in defining Hyundai’s design identity in the world’s biggest automotive market, the company said.

The 51-year-old will oversee the design strategy of Hyundai models across the world. He will report to Hyundai Design Center chief Lee Sang-yup and chief design officer Luc Donckerwolke.

I’m honored to be able to contribute to the enhancement of Hyundai’s global design capability,” Loasby said.

At a time of enormous change in the industry, I’m looking forward to this new journey for the development of exciting, innovative concepts and unique aesthetics for Hyundai vehicles. I’m also excited to support value creation and positive brand experience for our customers.”

His superior Donckerwolke expected that Loasby will bring much to the design head office of Hyundai.

I am confident that the position of Simon to the main design center in Korea will greatly enhance our ability to spread our design philosophy to the next generation of vehicles,” the chief design officer said.

With seamless global collaboration and transparent communications, we will advance Hyundai’s long design tradition to meet the rapidly-changing needs of our customers in this dynamic new era.”

Hyundai, the country’s largest automaker, expects that Loasby will add insight to create emotional value and desirability in vehicles through design based on his rich industry experience.

Loasby gained a master’s degree in vehicle design from Royal College of Art in London and studied mechanical engineering at the University of London.

Before getting aboard Hyundai, he worked for such companies as Volkswagen.

The appointment came a few days after Hyundai named Jose Munoz as its global chief operating officer, who will take charge of international operations strategy of the outfit.


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Hillary Lee studied literature in Seoul. Lee has big interests on various topics including IT, BT, business and finance. Lee can be reached at or 82-2-6956-6698.