The ix35's styling was reported to be based on Hyundai ix-onic concept.[22] The ix35 was penned by Hyundai designer Cha Il-Hoei in 2007, under the guidance of former BMW designer Thomas Bürkle at Hyundai's Russelsheim design studio in Germany and continues the company's styling language, marketed as "fluidic sculpture".[23][24] The compact crossover vehicle has sweeping coupe-like lines, a premium vehicle feel and comes with features unavailable on its predecessor.