The Design & Innovation Strategy Behind Hyundai’s Walking Car Concepts

Commercial Strategies for Growth in Changing Economic Times

The Design & Innovation Strategy Behind Hyundai’s Walking Car Concepts

Speaker: David Byron, Sundberg-Ferar Product Innovation Studio

Originally presented: April 21, 2022
Watch time: 60 minutes

Access the Webcast

In this webinar, David Byron of Sundberg-Ferar discusses the proprietary innovation techniques and design process behind the walking car concepts that took the world by storm at CES 2019 and again in February 2021. He also outlines how Sundberg-Ferar helped Hyundai develop these concepts and how you can apply these innovative strategies and design methods to boost your portfolio, enrich the creativity of your team, and generate business growth.

Learning Objectives

  • Where do you start to come up with out-of-the-box ideas?
  • What makes a walking car so different and compelling?
  • Why does anyone need a car that can walk?
  • How strategic research led to the development of compelling use-cases.
  • How you can use these same methods to create ideal experiences and boost your product portfolio, whether you make walking cars or water purifyers.

About David Byron

Greg Geracie

David Byron, Sundberg-Ferar Product Innovation Studio

David’s passion for design and cars led him to the Motor City where he graduated from CCS in Transportation Design. He spent his early career at GM and ASC before becoming Lead Designer at Saleen where he penned the 2008 S5S Raptor supercar and 2010 Saleen S281. David then jumped from sports cars to sports equipment when he joined New Balance’s hockey and lacrosse brand, Warrior, where he lead the helmet design team. David has a strong ability to edit, communicate and execute concepts that connect on an emotional level while delivering real world solutions. His diverse background provides a wide perspective when tackling the vast array of design challenges experienced at Sundberg-Ferar. He stays active in the art community teaching design courses at CCS and has judged multiple times at the National Fine Arts Festival.

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