AsiaNet 88510

ZUG, Switzerland, March 17, 2021 /PRNewswire=KYODO JBN/ --

New digital luxury brand Kincsem has appointed CALLUM, led by Ian Callum CBE,

recently named GQ's Car Designer of the Year, to deliver the design of an

all-new electrified hyper-car.

Kincsem is digital-first in every facet and truly without constraint. Hungarian

founder Tibor Bak's vision is to fuse the world's best talent with the latest

technology to develop beautifully designed, high performance products. From

finance, agile manufacturing and A.I. design the brand is pioneering the

integration of digital at every aspect. Bak is bringing all of his considerable

industrial experience and skill to innovate new and previously untapped

partnerships and methodologies to deliver the brand's diverse product

portfolio, of which the Hyper-GT is the first launch.

"The story of Kincsem the horse is the inspiration behind the brand; the ethos

behind her training was pioneering and as a result, her achievements remain

unsurpassed. Our pioneering approach to digital technology allows us to create

without constraints and place the individual at the centre of the design

process. Our customers will experience new levels of dynamic personalisation

that has never before been possible," comments Tibor Bak.

"The Kincsem Hyper-GT, designed by Ian Callum, will bring together new modes of

digital integration into development, design, manufacture and ownership. The

possibilities presented by the new augmented, digital age enable us to help our

customers enter a 'flow state,' which athletes call The Zone, offering a level

of dynamic personalisation and control that has never before been possible."

Kincsem, the world-famous Hungarian racehorse was unbeaten over a career of 54

races. The new Hyper-GT applauds her legacy by creating just 54 UK-manufactured

luxury vehicles. These feature a revolutionary high revving F1-derived hybrid

powertrain, with delivery commencing in 2023.

Eclipsing the options for customer personalisation currently available, the

Hyper-GT will introduce a new "Personal Engineering" experience for each owner

in a car combining driver responsiveness with zero-emissions capability. Price

is yet to be confirmed but will compete at the highest echelons of luxury

automotive.

The CALLUM appointment is the first of a number of high-profile partnerships to

be announced that draw on the pinnacle of design, engineering and production

talent across the globe. CALLUM's inclusion brings an unrivalled pedigree to

the project, due to be unveiled in full in late 2021, and the new car

represents an empowering and open brief for the design team.

"With Kincsem, we have that rare privilege to not only create a beautiful car,

but also form a design language for an innovative luxury brand," says Ian

Callum, who leads the CALLUM design team.

"Refreshingly, Kincsem has said there are no rules, enabling us to pose the

question 'If we could do whatever we wanted, what would we do?' That's one of

the most invigorating opportunities for any designer. The team at CALLUM is

extremely excited to start work."

The Kincsem ethos of unrivalled customer involvement will manifest across

multiple products, services and experiences as the future unfolds. This will

include the launch of a luxury performance SUV featuring the same drivetrain

and Personal Engineering possibilities as the Hyper-GT.

Notes to editors here [http://www.kincsemmediasite.com/notes-to-editors].

Photo - https://mma.prnewswire.com/media/1456391/Kincsem_1.jpg

Photo - https://mma.prnewswire.com/media/1456392/Kincsem_2.jpg

For further information please contact:

press@kincsemmediasite.com

+44 (0)7407 312818

Source: Kincsem