A Bright Idea

by BTM

Wed, 04 September 2019

A Bright Idea

The Industrial Designers Society of America (IDSA) has awarded the Genesis Essentia Concept with a Gold International Design Excellence Award (IDEA) for Automotive and Transportation – alongside RedDot and iF, IDEA is recognised as one of the world’s top design awards.

The Essentia Concept, which was first unveiled at the New York International Auto Show in March 2018, is the Genesis brand’s first electric Gran Turismo (GT) concept car. It was recognised for its interpretation of the “Athletic Elegance” design paradigm, while providing a vision of future Genesis product performance and technology.

The battery-electric Essentia Concept features a luxurious look with a simple, clear and sleek exterior design and a custom-tailored interior.

“We aim to show Genesis brand DNA through designing to reshape the landscape of the existing luxury car design,” said Sang Yup Lee, Senior Vice President and Head of the Global Genesis Design Center. “This is the foundation of our design philosophy, ‘Athletic Elegance’.”