2008 Hyundai HED-5 i-Mode Concept

By the year 2010, what will the automotive landscape hold for us? Who will be

Down the road, this will be Hyundai's competitor to the Mazda5. (Photo: Hyundai)

number one? Will it be Toyota or GM? While these two duke it out, position number three could very well be held by a onetime unlikely contender, an automaker that rose to the challenge in a fraction of the time that it took the top two automotive superpowers. Truly, Hyundai could be number three, having already passed Honda and Nissan, two Japanese giants.

Hyundai's product strategy is different for its major markets. What it sells in North America is different from what it sells in Europe, and those products are different than what it sells in Asia. This year's Geneva motor show gave a glimpse at what Hyundai is striving to achieve in terms of niche products by the end of the decade. The HED-5 i-Mode concept is a small minivan that's based off of the i30, a Golf-sized hatchback that shares its platform with the Elantra. It's quite literally bursting with new technologies that are leading the way, not only for Hyundai, but for the automotive industry.

The HED-5 i-Mode, designed by Hyundai's European Design arm (hence the

This concept was made possible thanks to new materials made by Bayer MaterialScience. (Photo: Hyundai)

HED), had its fancy materials and rear-hinged rear doors removed and styling slightly toned down, would essentially be the new compact-sized people mover that's slated for production in the Czech Republic down the road (probably 2009). And while Hyundai claims that the i-Mode aims to create a new direction for Hyundai's European products, with big, bold styling and unique rear-end treatments, the resounding impression is that they'd rather you take interest in the materials and finishes that their partners have developed for them.

Since the HED-4 QarmaQ Concept, Hyundai has made it known, loud and clear, that they're into developing concepts with partner brands, such as GE Plastics. This time around, Hyundai has selected Bayer MaterialScience (who are also known for their collaborations with Rinspeed, amongst other brands), but Keiper and LG are also on board.

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