Hyundai is serious when they say that buttons are making a comeback in new cars. Now they need even more physical touch surfaces, says the design director.
Hyundai and Genesis' chief designer SangYup Lee prioritizes functionality over design, especially if it involves physical buttons.
Many new cars are loaded with touch-sensitive screens. But Hyundai and Genesis are going a different direction.
The brand's chief designer, SangYup Lee, is sticking with physical buttons. This is clearly visible in the new 2026 Hyundai Palisade. A model that will only be marketed in North America.
SangYup Lee believes that design should help drivers, not make them more frustrated.
He distinguishes between designers and stylists. A stylist embellishes the work of engineers. A designer thinks about the use of the product.
It's about aesthetics, but also about functionality. Lee is a strong believer in real buttons in car cabins. He sees them as more than just an old-fashioned solution.
Lee told Motor1 during the New York Auto Show.
"Haptics (buttons) look cool," Lee said.
– But if they don't help others, they have no function. Design is there to help others, I strongly believe that.
Functional design at Hyundai and Genesis
In the new 2026 Palisade, there are a lot of physical buttons. There is a screen for secondary climate controls. But there are dials for temperature.
There are also shortcut buttons for many infotainment functions. Settings are also selected with physical buttons. The steering wheel also has real buttons.
The mirrors are adjusted with physical buttons. The center console in the new Palisade is also shaped in a way that, according to Hyundai, provides support for the hand pressing the buttons.
The idea is clear. You don't have to shrug your shoulders to change settings. The most important thing is to be able to keep your eyes on the road.
Physical buttons make it possible to operate functions without looking away, increasing safety and comfort while driving.
SangYup Lee's inspiration and vision
Lee emphasizes the car's purpose for families.
"It's important because that car is for families," he says. The design takes into account the everyday life of an active family.
Hyundai believes it has come up with the right solution after studying the everyday use of cars by a number of families.
"We really study what you do with a family," Lee explains. The car should be easy to drive and not complicated.
User focus also influenced the exterior design. The traditional SUV shape maximizes interior space. But the design team also adjusted the curvature of the windows.
The subtle change adds more headroom. It may not be something you notice at first glance. But it's a detail that enhances the experience.
SangYup Lee was once inspired by car design icon Giorgetto Giugiaro. Lee asked Giugiaro about his favorite design. Lee expected a sporty answer like the Lotus Esprit.
Giugiaro surprised Lee and replied; The original Fiat Panda.
Giugiaro believed that that car had the greatest positive impact on people's lives. That lesson has deeply affected Lee.
His focus is on how design can improve everyday life. It's not just about looks. Functionality and usability are crucial.
SangYup Lee's design philosophy and focus on usability may find its way to other brands outside the Hyundai group.
In any case, several – including European brands – have promised to equip new cars with more buttons. In fact, they will soon be forced to do so. Read more about it here .
