Designing the Hyundai Palisade XRT PRO for the North American market was one of the final projects completed by Soomin Choe, a Korean American automotive designer who retired last August after a 35-year career spanning Ssangyong, Opel, Volkswagen, BMW, and Hyundai.
Choe said that everything in car design begins with a powerful first impression. “A car can have great features and advanced technology, but if the exterior is off, it’s already over,” he said. “Like people, first impressions matter. You have about three seconds to capture someone’s attention. A car’s stance is everything. It needs to look as if it’s ready to leap forward. If the stance is weak, no amount of graphics or details can fix it. Getting the proportions right is the most difficult and important part.”
He explained why brands continue to produce concept cars even when many never reach production. “A concept car is a showcase of a brand’s design capabilities,” he said. “These days it’s not just for show. It also acts as a teaser for future models, much like a European fashion runway. It signals where the design and technology are headed.”
Among his career highlights, Choe pointed to the Vision GT racing concept he led at Hyundai. “It started as a vehicle designed for a game, but I pushed to turn it into a real model displayed at the Frankfurt Motor Show,” he said. “The idea of Hyundai making a race car was groundbreaking. We had little budget, so I went around different teams asking for help. The response was incredible, and it ended up being used widely in advertising.”
Choe acknowledged that designers often face disappointment. “Seven or eight designers submit proposals, and only one or two move forward to the headquarters,” he said. “Then those compete with studios around the world. When something you worked on for months gets rejected, it’s tough. But what matters most is the time spent drawing. If that time is meaningful and enjoyable, you can keep going.”
His advice for new designers is rooted in realism and resilience. “Automotive design is hard without passion,” he said. “It’s rare for your work to make it into a production vehicle, and spending months on something that doesn’t get chosen is common. So I tell younger designers not to fixate on the result. Enjoy the process, clear your mind after each presentation, and prepare for the next project. Loving cars, persistence, and consistency are what help you endure.”
BY HOONSIK WOO [woo.hoonsiK@koreadaily.com]
