WHY:2025 SPEAKER
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ABOUT
SANG-YUP LEE is a visionary automotive designer whose work transcends mere styling to craft vehicles that connect deeply with the human spirit. Convinced that a car functions as an emotional conduit, he unravels the fundamental question of purpose by seamlessly interweaving heritage and innovation across four design pillars—styling, architecture, proportion, and technology—to forge cohesive narratives that resonate with everyday life. Refined through pivotal roles at Porsche, Pininfarina, General Motors, Volkswagen’s California Design Studio, and Bentley, Lee rose to lead the Hyundai & Genesis Global Design Center. As Executive Vice President, he now imbues concept icons like Prophecy and 45 Concept—as well as production models such as the IONIQ 5 and GV series—with a timeless presence and forward-looking ethos, while guiding a diverse, creative team. His leadership not only defines brand identity but also inspires designers to honor legacy and embark on bold explorations of the future, prompting a fresh appraisal of design’s intrinsic purpose and value.
Vice President, Hyundai Motor Group
Head of Hyundai Global
Design Center (HMG)
Play a leading role in strengthening the global competitiveness of Genesis design.
EXPERIENCE
Hyundai Motor Group - Executive Vice President of Design & Head of Hyundai & Genesis Global Design Center (2021 – Present)
• Succeeded Peter Schreyer as the company’s top design executive, guiding the overall product portfolio’s design direction and driving innovation across both brands.
Hyundai Motor Group - Head of Hyundai Global Design Center (2018–2021)
• Unified the Hyundai and Genesis studios under a single organization, formalizing signature design philosophies and overseeing all concept and production design programs.
Hyundai Motor Group - Vice President of Design (2016–2018)
• Appointed to spearhead design strategy and cultivate core talent for both Hyundai and the emerging Genesis brand.
Bentley Motors Limited - Head of Exterior & Advanced Design (2013-2016)
• Led exterior design for VW and Audi models, ensuring precision execution across global studios.
Volkswagen Group of America, Design Center California - Chief Designer (2010-2012)
• Directed exterior design of flagship models and wove Bentley’s heritage into future-driven concepts.
General Motors - Design Manager (2004-2010), Lead Designer (2002-2004), Senior Designer (1999-2001)
• Led styling for the next-generation, oversaw key concept programs and managed design teams across multiple brands.
Pininfarina – Designer (1998)
Porsche AG – Designer (1998)
QUOTE
“My design philosophy is distinguished by viewing a car not merely as styling, but as a medium to convey emotion”
“A designer must capture the car’s entire history and lifestyle.”
PHILOSOPHY
© WHY: All rights reserved.
Vice President, Hyundai Motor Group
Head of Hyundai Global
Design Center (HMG)
Play a leading role in strengthening the global competitiveness of Genesis design.
SANG-YUP LEE is a visionary automotive designer whose work transcends mere styling to craft vehicles that connect deeply with the human spirit. Convinced that a car functions as an emotional conduit, he unravels the fundamental question of purpose by seamlessly interweaving heritage and innovation across four design pillars—styling, architecture, proportion, and technology—to forge cohesive narratives that resonate with everyday life. Refined through pivotal roles at Porsche, Pininfarina, General Motors, Volkswagen’s California Design Studio, and Bentley, Lee rose to lead the Hyundai & Genesis Global Design Center. As Executive Vice President, he now imbues concept icons like Prophecy and 45 Concept—as well as production models such as the IONIQ 5 and GV series—with a timeless presence and forward-looking ethos, while guiding a diverse, creative team. His leadership not only defines brand identity but also inspires designers to honor legacy and embark on bold explorations of the future, prompting a fresh appraisal of design’s intrinsic purpose and value.
Hyundai Motor Group - Executive Vice President of Design & Head of Hyundai & Genesis Global Design Center (2021 – Present)
• Succeeded Peter Schreyer as the company’s top design executive, guiding the overall product portfolio’s design direction and driving innovation across both brands.
Hyundai Motor Group - Head of Hyundai Global Design Center (2018–2021)
• Unified the Hyundai and Genesis studios under a single organization, formalizing signature design philosophies and overseeing all concept and production design programs.
Hyundai Motor Group - Vice President of Design (2016–2018)
• Appointed to spearhead design strategy and cultivate core talent for both Hyundai and the emerging Genesis brand.
Bentley Motors Limited - Head of Exterior & Advanced Design (2013-2016)
• Led exterior design for VW and Audi models, ensuring precision execution across global studios.
Volkswagen Group of America, Design Center California - Chief Designer (2010-2012)
• Directed exterior design of flagship models and wove Bentley’s heritage into future-driven concepts.
General Motors - Design Manager (2004-2010), Lead Designer (2002-2004), Senior Designer (1999-2001)
• Led styling for the next-generation, oversaw key concept programs and managed design teams across multiple brands.
Pininfarina – Designer (1998)
Porsche AG – Designer (1998)
“We cannot hope to transform complex systems through business-as-usual approaches founded on linear project-based modes of planning, management, and evaluation.” (Haldrup, 2022)
“Critically reflect on who defines what ‘good’ looks like. Inclusion and participation of the people we are trying to help is essential.” (Haldrup, 2023)
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© WHY: All rights reserved.
