Hyundai Executive Says Major Design Trend Nearing Its End

It seems nearly every new car today comes with an LED light bar—across the grille, the tailgate, or sometimes both. Hyundai is among the automakers that embraced the trend, adding the feature to several recent models, including the new Kona. But now, the brand’s design chief says the fad has run its course.

Hyundai’s design chief, Simon Loasby—whose career also includes stints at Bentley and Rolls-Royce—believes the LED light bar trend has nearly run its course. With the feature now appearing across virtually every automaker’s lineup, he says it’s time for designers to move on.

“I’ve Seen Enough” of LED Light Strips

Speaking with Car magazine at the debut of the Hyundai Concept Three, design boss Simon Loasby made it clear he’s ready to leave the LED light bar trend behind.

“When is the time you need to let go [of light bars]? It’s almost like the end of that,” Loasby said. “We’ve done it with the Grandeur, Kona, and Sonata, but now I’m like, ‘Guys, I’ve seen enough.’”

Loasby defended the design choice in its early days, saying, “It worked at the time, and it was absolutely right.” He noted that the feature remains especially popular in China, where buyers expect it, but added that in Europe, “you don’t need it so much.”

Headlight accent strips aren’t entirely new—incandescent versions have been around for decades—but the slim LED bars seen today are a much more recent development. A quick glance across any parking lot filled with cars built in the past five years reveals just how ubiquitous the look has become. At night, they blur together, whether it’s a Ford Escape or a Tesla Cybertruck. The fad has even spread into the aftermarket, with owners fitting glowing strips into hood gaps on older models.

Hyundai Is Moving to Pixel Lights Instead

Loasby says Hyundai is already shifting focus toward its next design signature: pixel lighting. These small, square elements have become a defining feature of the brand’s electric lineup and are one of the few styling cues carried consistently across multiple models. On concepts like the Hyundai Concept Three, the two trends even overlap, with LED strips built out of pixel-style lighting blocks.

“We are looking for consistency but huge differentiation,” Loasby explained. His goal is for roughly 20% of each car’s design to feel familiar and recognizable, while the remaining 80% offers something new. “In a European context, that’s probably wrong what we are doing,” he admitted. But for Hyundai, the approach works. “It’s right for us, and with such a broad portfolio, it gives us a very big creative challenge for each car,” he added.

Loasby also noted that other automakers are starting to adopt similar design ideas. With a hint of humor, he told Car magazine, “Thanks for copying, thanks for being inspired by us,” playfully referencing the Fiat Grande Panda.

Looking ahead, Loasby expects automakers to adopt a new design cue to capture buyers’ attention and spark the next trend. “I think we are almost at the end of the journey in terms of lighting. It’s almost like chrome. We then need to ask what makes logical sense for the customer and what makes emotional sense,” he said.