Back home: SangYup Lee has spent his entire career working with the world’s leading automotive brands overseas, but will now turn his attention to the Genesis, Hyundai and Kia brands of his native South Korea.

HYUNDAI Motor Group has announced the appointment of former Bentley designer SangYup Lee as vice-president of styling at the Hyundai Design Centre.

Most recently head of exterior and advanced design at Bentley Motors, the South Korean-born design guru is back working with former Bentley design director Luc Donckerwolke, who joined Hyundai last November to head up its newly created prestige design division, which is primarily responsible for the burgeoning Genesis brand.

As previously reported, Mr Donckerwolke is working alongside another former VW Group design heavyweight, Hyundai Motor Group president and chief design officer Peter Schreyer, to craft a new family of vehicles, that will see the South Korean auto giant compete head-to-head with the best from Europe and Japan in the same way that Infiniti represents the pinnacle of Nissan, and Lexus does likewise for Toyota.

Hyundai has confirmed that Mr Lee will work on the Genesis brand, helping it “establish its own design identity and enhance design competitiveness” and, for the entire group (which includes both the Hyundai and Kia brands), “will play a leading role in design strategy, direction and innovation”.

Specifically, Mr Lee will be in charge of “design strategies and directions” and, with Mr Donckerwolke – who is a senior vice-president of the company – “lead design innovations in areas of interior and exterior design, colour and materials of Hyundai Motor and Genesis”.

“The innovative design and surprising growth of Hyundai Motor has always made me proud as a Korean while I worked overseas,” Mr Lee said.

“Now, I want to contribute in creating world-leading automobile designs for both Hyundai Motor and the Genesis brand.”

Mr Donckerwolke described Mr Lee as “one of the world’s best automobile designers in the global platform”.

“His design philosophy to pursue new challenges and innovations matches the DNA of Hyundai Motor,” he said.

A graduate of Hongik University, Mr Lee began his career at renowned Italian design house Pininfarina and Porsche Design Centre.

In 1999, he joined General Motors and designed concept cars such as the Camaro concept (below) which converts into the iconic Bumblebee in the movie ‘Transformers’, and the Corvette Stingray concept.

He later joined Volkswagen Group of America as chief designer in charge of Volkswagen, Audi, Porsche and Lamborghini. Since the end of 2012, he has been the head of exterior and advanced design at Bentley.

By Terry Martin