At the 2008 Chicago Auto Show, John Krafcik, Hyundai”s vice president of product development, discussed Hyundai’s next big idea. Before showing off the new Sonata and the i-Blue concept, Krafcik told the press about the automaker’s advanced product-development process called i2.
Pointing out that Hyundai already has the conventional market segments covered, Krafcik told AutoObserver that the automaker is now on its way to create a new market niche that doesn’t “follow any conventional segmentation” and “will have very pure environmental messages.”
The i2 program is staffed with a team that is cross-functional and represents design, marketing, sales and engineering and has a dedicated design and technical center in California.
AutoObserver believes that i2 will help Hyundai cover the market lost to Japanese and U.S. rivals going head-to-head with giants like Toyota and GM to produce hybrid-electric and diesel-powered models.
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