Sangyeop Lee, Executive Director at Hyundai Motor Company, Awarded Silver Tower Industrial Medal at Korea Design Awards

Joined Hyundai Motor in 2016, led design of Ioniq 5, Palisade, Genesis G90
Executive Lee: "Will strive more humbly to create content that can lead the global market"

Lee Sang-yeop, Executive Vice President of Hyundai Motor Company in charge of the design of Hyundai Motor and Genesis (photo), received the Silver Tower Industrial Medal, the highest honor in the individual category, at the Korea Design Awards.

Photo by Hyundai Motor Company

[Asia Economy Reporter Ki-min Lee] Lee Sang-yeop, Executive Vice President of Hyundai Motor Company in charge of design for Hyundai and Genesis, received the Silver Tower Industrial Medal, the highest honor in the individual category, at the Korea Design Awards.

On the 6th, Hyundai Motor announced that Executive Vice President Lee was awarded the Silver Tower Industrial Medal at the 23rd Korea Design Awards ceremony held at the aT Center in Seocho-gu, Seoul, hosted by the Ministry of Trade, Industry and Energy and organized by the Korea Institute of Design Promotion.

With over 20 years of experience at global automotive brands such as GM, Volkswagen, Audi, and Bentley, Executive Vice President Lee joined Hyundai Motor in 2016 and clearly established the design identities of the two brands: Hyundai’s “Sensuous Sportiness” and Genesis’s “Athletic Elegance.” He also introduced differentiated design strategies that create new customer value in emerging industries such as future mobility and robotics, in line with the paradigm shift in the automotive industry.

Vehicles led by Executive Vice President Lee’s design, including Hyundai’s Ioniq 5, Palisade, Nexo, concept car Prophecy, and Genesis’s G90, G70, and concept car Essentia, have consecutively won awards at world-class design competitions. Hyundai Motor Group’s wearable robot VEX and ultra-fast charging brand E-pit have also received awards at global design contests.

Executive Vice President Lee expressed, "This award is a personal honor, but above all, I believe it is a reward for the designers and engineers who shared passion and hardship to create the best products."

He added, "I will continue the journey to elevate the reputation of Hyundai, Korea’s representative mass brand, and Genesis, the luxury brand, through design. I believe this medal signifies not a result but a beginning, and I will humbly strive to continuously create brand content that can lead the global market."

This content was produced with the assistance of AI translation services.