Seoul, South Korea

September 19, 2023 (Update Coming Soon)

 Edward Lee, Founder and CEO of Alpha Motor Corporation (Alpha), is scheduled to speak at the Herald Design Forum 2023, Asia’s largest design conference.

The Herald Design Forum 2023, taking place on the 19th, boasts an impressive roster of speakers, including renowned American designer Edward Lee, who serves as the CEO of Alpha. Lee will address the audience on the compelling theme of 'Design for Humanity: Motion Drawn by the Heart.'

Edward Lee, the CEO behind Alpha, has made a significant mark in the world of design, notably as the mastermind behind the iconic Lexus LC500. In 2020, he founded Alpha, an innovative electric vehicle startup, where he currently holds the role of CEO. Headquartered in Irvine, California, Alpha is led by a team of accomplished experts spanning automotive, information technology (IT), and financial sectors. The company is recognized by the U.S. Government for its dedication to sustainable transportation.

In a recent interview, CEO Lee offered insights into the unique design philosophy that underpins Alpha's vehicles.

Alpha's vehicles radiate a charming 'classic' vibe, irrespective of their category, whether it's sedans, coupes, or SUVs (sports utility vehicles). They represent a fresh take on automotive, characterized by refined proportions, clean forms, and a strong focus on both practicality and aesthetics.

When discussing vehicle design, CEO Lee explained, "Electric vehicles require a different design approach due to their unique power source and propulsion systems compared to traditional internal combustion engine (ICE) vehicles." He added, "As we simplify components, we create more interior space and accommodate larger batteries, all while meticulously balancing weight distribution."

With a career spanning roles at esteemed automobile brands such as Audi and Lexus, CEO Lee honed his skills as an industrial designer and cultivated a distinctive design philosophy. His outstanding work on the 'Lexus LC500' series at Toyota earned him numerous accolades, including recognition at the prestigious 2016 'Geneva Motor Show.' Reflecting on that period, he shared, "It was a profound experience that allowed me to grasp the company's design philosophy and bring it to life." He emphasized, "Design is not a mere luxury; it's an essential element that breathes life into a brand's soul."

Currently, CEO Lee is actively gearing up for the mass production of Alpha’s electric vehicles in the United States. On the 19th, he will be a keynote speaker at the 'Herald Design Forum 2023,' where he will delve deeper into the details of Alpha’s design philosophy and vision.

Additionally, Alpha showcased its electric vehicles, the 'Wolf' and 'Wolf Plus,' at this year's Seoul Mobility Show. Both models are pickup trucks, with the Wolf Plus offering single motor rear-wheel drive and dual motor four-wheel drive options. The Wolf and Wolf Plus models have garnered attention for their dynamic designs, tailored to the demands of outdoor enthusiasts, while still incorporating the distinctive design of Alpha.