When is a van not a van?
According to Korean carmaker Hyundai, when it’s the replacement for its iMax.
Hyundai says the new people mover has “a strikingly futuristic and mysterious exterior, resembling a spaceship.”
Really?
It also gets a new name – Staria, which Hyundai asserts is a combination of Star and ria, with star presumably underlining the spaceship theme.
Certainly, Hyundai is keeping the rest of its new minibus a mystery, releasing a teaser image that shows a broad front end, a sharply raked windscreen and – just discernable – an upright van rear end.
The only area of Hyundai’s teasing Hyundai’s description of the upcoming minivan that is in any way earthbound and explicit is what it has to say about that front end.
“(The) front is highlighted by a long, horizontal daytime running light and headlamps positioned underneath,” putting into words what you can already see.
That front end belongs to the Staria Premium, a high-end variant which will be available in “select markets” where it will “take mobility to the next level, sporting premium features and variant-exclusive finishes for a more luxurious look and feel.”
There’s not much more detail – more solid information will be released un coming weeks, Hyundai says.
But for now, try this: the Staria’s “spaceship vibe” will be echoed by “expansive panoramic windows and lower belt lines, underscoring the openness of the interior.”
Expect a tall cabin “optimised for premium comfort and convenience, making it ideal for both business and family use.”
Hyundai’s head of design, SangYup Lee, says the Staria will open “a new mobility era (and) provide a completely new experience and value proposition for customers through its unprecedented design features.”
It also reflects “Hyundai’s commitment to lead the future mobility industry as a smart mobility solution provider.” Does that mean it will have hybrid and all-electric powerplants rather than a diesel motor?
And, Hyundai adds, its futuristic design elements will “deliver new experiences for drivers and passengers that make time in transit more productive and worthwhile.”
Intrigued? So are we. Hyundai has set the expectation bar high.
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