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Insects Help Hyundai Heir Design Cars of the Future

The 47-year-old heir to the South Korean motor empire discusses how developing new technologies and studying spider eyes keeps the carmaker competitive.
An illuminated mockup of Hyundai’s Genesis G80 luxury sedan showed last year at the Hyundai Motorstudio showroom in Goyang, South Korea. The 2018 models start at $41,750.
Photographer: SeongJoon Cho/Bloomberg

Hyundai Motor Group’s vice chairman, Chung Eui-sun, is counting on bugs and holograms to help the South Korean automaker stay relevant amid a flood of electric-vehicle startups, ride-sharing services and driverless cars.

During an exclusive interview at ZER01NE, an innovation center in Seoul where Hyundai incubates startups and designers, the 47-year-old Chung said parts affiliate Hyundai Mobis Co. will help lead the world’s fifth-largest automaker into the future.