We’ve seen spy shots of the next-generation Hyundai Tucson, and even wrapped in thick plastic camouflage, we can already tell it’s going to be quite the departure from the current model. The automaker’s evolving design language will see the old model’s geometric lines replaced with a slightly more conventional, squared-off shape that kinda-sorta follows in the footsteps of the Santa Fe, but otherwise, we have more questions than answers.
That said, it seems as though the company is teasing the next-gen Tucson in an unlikely place – two stories above a Shanghai city street, where Hyundai just established a new design studio for infotainment and user experience. A customizable UX buck sitting against the office building glass has some distinct Hyundai design cues that could inform the future of the company’s small SUV.
A More Rugged Take On Small SUVs
2028 Hyundai Tucson Infotainment Concept Buck Rear ViewHyundai
Even though the Toyota RAV4 Woodland and Honda CR-V TrailSport attempt to look tough and sporty, the current small crossover market is still mostly dominated by family-friendly, but mostly anonymous, designs. However, it seems as though the Tucson – anticipated for the 2027 or 2028 model year – will change that. Recent spy photos have shown an SUV with a much flatter hood and taller roofline than the current model, as well as a Land Rover–ish clamshell hood and less intense bodyside surfacing.
The buck seen through the windows at Hyundai UX Studio Shanghai follows suit, showing the same crisp front and rear fender line as the test mules, plus a unique rear taillight treatment that features vertical LED elements that are similar to those seen in spy shots. The infotainment buck obviously doesn’t have all the details of a production car, but we think its overall stance and H-shaped front end lighting likely preview the next-generation Tucson.
A New Pillar Of Hyundai Design
Hyundai Motor Group UX Design Studio ShanghaiHyundai
While many automakers have unique design and engineering departments for the Chinese market, Hyundai says its new UX Studio Shanghai will not only provide insights about infotainment and software design for local customers, but also ladder back to the company’s existing software-defined vehicle programs in South Korea, California, and Germany. Hyundai says that having a local office in Shanghai will allow it to leverage China’s impressive advancements in electrified vehicles and autonomous driving assistance.
Furthermore, the region’s demographic makeup is rather diverse, with a solid cross-section of young drivers, multi-child families, and technology enthusiasts, allowing Hyundai to gather important data on how those all-important consumers use their vehicles. Visitors will be able to visit UX Studio Shanghai’s Open Lab, allowing them to sample and provide feedback on future technologies. Invited guests will have the same opportuntiy at the Advanced Lab, where an advanced design buck and sophisticated vehicle simulations provide even more insight into the future of infotainment and vehicle software design.
CarBuzz Insight – Why This Matters:
Foremost, Hyundai’s breadcrumb clues as to the future of the Tucson are making us excited to see the new SUV in full. We already have a lot of respect for the current small crossover, but something with a more exciting and rugged design would be all the better. Furthermore, the new Hyundai UX Studio Shanghai just shows how much effort the company is expending to ensure its vehicles are ready for a connected and software-defined future. Given the automaker’s commitment to both impressive technology and user-friendly demand for physical buttons, the new studio could be just what Hyundai needs to keep its impressive sales momentum up.
Base Trim Engine
2.5L Smartstream I4 ICE
Base Trim Transmission
8-speed automatic
Base Trim Drivetrain
Front-Wheel Drive
Base Trim Horsepower
187 HP @6100 RPM
Base Trim Torque
178 lb.-ft. @ 4000 RPM
Base Trim Fuel Economy (city/highway/combined)
25/33/28 MPG
Infotainment & Features
8 /10
Source: Hyundai
