Hyundai – Pony Concept EV

With so many EVs flooding the market, from startups to established automotive brands, it’s starting to get harder to stand out. Hyundai, however, seems to be taking queues from retro throwback aesthetics, and we’re here for it.

One of the things I really like about the Hyundai Pony Concept EV is that it’s a throwback to the 1980s & 90s boxy hatchback aesthetic, which has always stood the test of time, regarding automotive design.

Although when it comes to automotive retro throwback aesthetics, Hyundai isn’t the only one flirting with those concepts. They are, however, one of the very few who are getting it right, in terms of automotive design execution.

Tesla’s long-awaited Cybertruck has attempted to emulate a similar aesthetic, but I’ve always attributed their design choice with someone who lives vicariously through others who grew up during those years, but didn’t grow up in it, themselves. As a child of the 80s, that design aesthetic (like many design aesthetics of that age) represents the golden era of industrial design imho, and has informed much of my design choices throughout my career (including presently). So I suppose you could say I’m a little biased, when it comes to this look and feel.

All that is to say, I’m really happy to see Hyundai exploring this aesthetic for their EVs (especially considering their attention to detail), and I hope it becomes more than just a simple concept. They really have something here, and if activated correctly, could really elevate their brand to stand out among the EV competition.