Hyundai is celebrating the 35th anniversary of its flagship 1986 Grandeur sedan by unveiling a new concept car called the Heritage Series Grandeur. This vehicle, though not intended for production, reimagines the original Grandeur with a modern twist, combining retro aesthetics with cutting-edge technology. It is powered by an electric drivetrain and features significant design updates, such as Parametric Pixel headlights and taillights, and modernised side mirrors and wheels. The interior, inspired by the Newtro (newness + retro) concept, blends luxurious materials like burgundy velvet and Napa leather with advanced technology, including a widescreen display and a state-of-the-art sound system.
The Heritage Series Grandeur preserves many of the original design elements, such as the single-spoke steering wheel and jet airplane-style gear selector, while adding contemporary touches like a virtual piano and a sophisticated ambient lighting system. Hyundai’s goal with this project is to draw inspiration from its past to influence future designs, showcasing the potential of electric vehicles (EVs) in the process. The Heritage Series Grandeur is a testament to Hyundai’s commitment to innovation, paying homage to its legacy while pointing towards a sustainable and technologically advanced future.
The Good
- Celebration of Legacy: The Heritage Series Grandeur pays homage to Hyundai’s history, celebrating the legacy of the 1986 Grandeur, which was a significant model in the company’s evolution. This concept preserves the iconic design while infusing it with modern elements, allowing enthusiasts to reconnect with the past.
- Innovation in Electric Vehicles: By converting the classic Grandeur into an all-electric vehicle, Hyundai demonstrates its commitment to sustainable technology. This concept aligns with the global push towards eco-friendly transportation, showcasing how nostalgia can be harmonised with modern technology.
- Advanced Interior Features: The use of premium materials like burgundy velvet and Napa leather combined with cutting-edge features such as a widescreen display and a 4-way sound system enhances the luxury and technological experience for drivers, reflecting Hyundai’s dedication to comfort and innovation.
- Inspiration for Future Designs: The Heritage Series Grandeur acts as a creative platform for Hyundai’s designers, encouraging them to explore the company’s historical designs and use them to inspire future models. This approach ensures that Hyundai’s future vehicles will continue to resonate with both tradition and innovation.
- Cultural and Emotional Appeal: The concept car evokes a strong sense of ’80s nostalgia while integrating futuristic technology, appealing to both older generations who remember the original Grandeur and younger consumers interested in retro-inspired yet modern vehicles.
The Bad
- Limited Availability: The Heritage Series Grandeur is a concept vehicle and will not be available for purchase. This limitation could disappoint fans and collectors who appreciate the blend of retro and modern elements but are unable to own the car.
- Nostalgia vs. Innovation Balance: While the concept successfully blends old and new, there’s a risk that the heavy reliance on nostalgia might overshadow the innovative aspects. This could limit its appeal to a broader audience who may view it as more of a tribute to the past rather than a vision for the future.
- Practicality Concerns: The luxurious materials used, such as velvet and Napa leather, while high-end, may not be the most practical for everyday use in terms of durability and maintenance. This could make the design less feasible for mass production or daily driving.
- Cost Implications: If Hyundai were to consider producing a model inspired by this concept, the advanced features and luxurious materials would likely result in a high price point, potentially making it inaccessible to a large portion of the market.
- Environmental Impact of Limited Production: While the vehicle promotes sustainable electric technology, the fact that it is a limited, non-production model could be seen as a missed opportunity for Hyundai to make a tangible impact on the EV market with a mass-produced version of this concept.
The Take
Hyundai’s unveiling of the Heritage Series Grandeur concept car is a bold statement of the brand’s commitment to blending the past with the future. This vehicle, designed to celebrate the 35th anniversary of the original 1986 Grandeur, represents a unique fusion of retro design and modern technology. The Heritage Series Grandeur is not just a concept car; it’s a symbolic gesture that honours Hyundai’s history while pointing towards the future of electric vehicles.
The original Grandeur, first introduced in 1986, was Hyundai’s flagship sedan and has since evolved into what is now known as the Hyundai AZERA. The Heritage Series Grandeur is a reimagined version of this iconic model, and while it retains the original’s distinctive design cues, it has been thoroughly modernised with an electric powertrain and advanced technological features. Hyundai’s designers have successfully preserved the essence of the original Grandeur while integrating modern elements, creating a vehicle that feels both nostalgic and futuristic.
One of the most striking aspects of the Heritage Series Grandeur is its exterior design. The vehicle retains much of the original Grandeur’s charm, but with significant updates that reflect the advances in automotive technology over the past three decades. The concept car features Hyundai’s Parametric Pixel headlights and taillights, which have become a signature design element in Hyundai’s recent electric vehicles, such as the IONIQ 5. These lights not only enhance the vehicle’s aesthetic appeal but also hint at the cutting-edge electric powertrain beneath the hood. Other exterior updates include modernised side mirrors, covered wheels, and sleek slide cladding, all of which contribute to the vehicle’s futuristic look while maintaining its retro roots.
While the exterior of the Heritage Series Grandeur pays homage to the past, the interior is where the concept car truly shines as a blend of old and new. Hyundai’s design team has embraced the Newtro (newness + retro) concept, creating an interior that is both luxurious and technologically advanced. The cabin is adorned with burgundy velvet and Napa leather, materials that evoke a sense of nostalgia while offering modern comfort and elegance. These materials were chosen to reflect the high-quality fabrics used in the original Grandeur, but with a contemporary twist that elevates the overall experience.
The interior also features a host of advanced technologies that set the Heritage Series Grandeur apart from its predecessor. The dashboard is equipped with an ultra-wide display that serves as the main interface for the vehicle’s infotainment system. This display is complemented by a long vertical screen on the center fascia, which allows drivers to control various functions, including multimedia content and driving modes. Additionally, a smaller vertical display below the dashboard provides controls for the HVAC system and other features. These technological enhancements ensure that the Heritage Series Grandeur is as functional as it is stylish, offering a seamless blend of retro design and modern convenience.
One of the standout features of the Heritage Series Grandeur is its 4-way sound system, which was designed in collaboration with a renowned sound designer. This system offers an unparalleled audio experience, with a mid-woofer, main woofer, and 18 speaker units that deliver exceptional clarity and depth. The design of the center console and dashboard was inspired by acoustic theory, ensuring that the sound is evenly distributed throughout the cabin. This attention to detail reflects Hyundai’s commitment to creating a vehicle that not only looks and feels luxurious but also provides a superior sensory experience.
Another innovative feature of the Heritage Series Grandeur is the virtual piano, which is integrated into the digital display at the bottom of the center fascia. This feature was inspired by the idea of musicians composing music on the road, and it offers a unique way for drivers to engage with the vehicle’s infotainment system. The virtual piano is a testament to Hyundai’s creativity and willingness to experiment with new ideas, even in a concept vehicle.
The Heritage Series Grandeur is also equipped with an ambient lighting system that adds to the vehicle’s luxurious atmosphere. The cabin is illuminated by a soft bronze light that begins at the ends of the dashboard and extends around the interior, creating a warm and inviting ambiance. The lighting design also incorporates ‘infinity mirrors,’ which create the illusion of endless reflections and make the cabin feel more spacious. This attention to detail further enhances the vehicle’s blend of retro and modern elements, making the Heritage Series Grandeur a truly unique concept car.
Hyundai’s decision to reimagine the Grandeur as an electric vehicle is a clear indication of the brand’s commitment to sustainability. By converting this classic sedan into an all-electric vehicle, Hyundai is demonstrating how it can honour its past while embracing the future of automotive technology. The Heritage Series Grandeur is a celebration of Hyundai’s history, but it is also a forward-looking vehicle that showcases the potential of electric powertrains and advanced design.
In conclusion, the Heritage Series Grandeur is a masterful blend of nostalgia and innovation. Hyundai has successfully reinterpreted an iconic vehicle from its past, infusing it with modern technology and luxury while retaining the charm that made the original Grandeur a beloved model. This concept car is a testament to Hyundai’s ability to innovate while staying true to its roots, and it offers a glimpse into the future of automotive design. While the Heritage Series Grandeur will not be available for purchase, it serves as an inspiring example of how Hyundai is looking back at its past to inform its vision for the future.
