Hyundai Motor launches new communication campaign

Hyundai Motor launches new communication campaign
Hyundai Motor launches new communication campaign

Hyundai Motor Europe is launching its new ‘Progress’ campaign, which demonstrates how its heritage formed the progressive spirit that has made it a leader in future mobility today.

Combining brand history and product contents in eye-catching films, the campaign launches with the tagline “Next Awaits”.

From fast follower to leader in future mobility

In 1947, the Hyundai Engineering and Construction Company were founded. Following the liberation of South Korea in 1945, the company was awarded major government construction contracts and became responsible for building much of the country’s transportation infrastructure as the nation rapidly industrialised, including the Kyeong-bu expressway, among other important structures. Hyundai therefore became a strong driver in the mobilisation of a whole nation and set the wheels in motion to modernise South Korea.

In 1967, Hyundai Motor Company was founded. The following year, the construction of the company’s Ulsan assembly plant was completed. Today, it is the world’s largest integrated automobile manufacturing facility, with an annual production capacity of 1.6 million units. With a global vessel fleet operated by Hyundai Glovis and its own steel-making affiliate, Hyundai Motor Group controls the whole value chain.

Following the construction of the Ulsan plant, the company decided to develop their own car. George Turnbull, the former Managing Director of Austin Morris at British Leyland, was hired in February 1974 and he developed the Pony, which was introduced to the market in December 1975. Featuring styling by Giorgetto Giugiaro, this compact rear-wheel drive automobile was the first mass-produced South Korean car. It was introduced to the European market in 1978 and was Hyundai’s flagship vehicle for many years.

Throughout the last half-century, Hyundai has refused to stand still. The brand has made considerable investments in hydrogen-powered fuel cell and electrified vehicles to confront the challenges brought about by climate change. In 2016, the company introduced the IONIQ, the world’s first car to be offered with three distinctly different electrified powertrains.

Next Awaits

The ‘Progress’ campaign motto “Next Awaits” was born out of the idea that the company got to where it is today due to its willingness to take risks and lead where others follow – and it will not stop here.

Besides print and online advertisements, the ‘Progress’ hero film is part of the campaign. The main film shows how Hyundai has evolved from its industrial origins to becoming an automotive leader in future mobility. Alongside current models like the IONIQ Electric, Kona Electric and NEXO, viewers are shown some of Hyundai’s best-loved vintage cars, like the Pony. Other campaign films focus on key product pillars of Hyundai’s lineup, including the IONIQ, Kona Hybrid and the successful i-family.


Hyundai Motor to present results of in-car cleanliness study at NUMA

Hyundai Motor to present results of in-car cleanliness study at NUMA
Hyundai Motor to present results of in-car cleanliness study at NUMA

Hyundai will present the results of a pioneering in-car cleanliness project at a DataCity DemoDay in Paris on 12th June.

The study, a first-of-its-kind, was conducted in association with Total, Ubeeqo and AI startup GreenTropism. It aims to explore how to maintain the comfort and safety of passengers within car-sharing vehicles. DemoDay is a public event where the results of 11 experimentations will be unveiled, and is considered the high point of the NUMA: DataCity programme.

Shared vehicles expected to experience a growth rate of 20 per cent in coming years. When it comes to cleanliness, consumers expect the same standards as they would for private car. However, cleaning is demanding and time consuming, and with so many people using each vehicle, it will be a challenge for operators to meet the required levels. Therefore, Hyundai partnered with Total to develop a new detection and measurement system of cleanliness level for shared vehicles. As part of the experiment, they inquired about the most common sources of in-car dirtiness, attempting to learn about and identify those that represent the highest risk or inconvenience for passengers.

The partners decided to collaborate with GreenTropism to address the issue. GreenTropism is a startup that combines physical sensors and AI algorithms based on spectroscopy data in shared cars to gather information on the cleanliness of the interior. This includes images, data about stains and ambient air. This data analysis is useful in detecting the presence of coffee stains or grease, and the aim is to understand which criteria are the most relevant in order to measure the level of cleanliness inside a car.

This in-car cleanliness study is part of Hyundai Motor Company’s commitment to Open Innovation, which develops active partnerships within untapped fields. This allows Hyundai to discover new creative and innovative ideas that will expedite the development of advanced future mobility technology. 

Hyundai decided to collaborate with Total within the framework of the DataCity programme to discover new technology solutions enabling new business models in the fast-growing mobility market. Hyundai is committed to delivering higher class vehicles by guaranteeing their cleanliness, while TWIP (Total Wash in Paris), a service by Total, is looking into ways to revolutionise the cleaning process of shared cars.


Hyundai Motor celebrates future mobility at Milan Design Week

Hyundai Motor celebrates future mobility at Milan Design Week

Hyundai Motor celebrates future mobility at Milan Design Week

In collaboration with the Instituto Europeo di Design (IED), Hyundai is showcasing design with an installation made of energy and light. The ‘Energy Zone by Hyundai’ is a space in which the experiential journey created by artist Carlo Bernardini invites the visitor to discover the energy of the models on display. With the Kona Electric, Hyundai offers the first all-electric subcompact SUV on the European market. The Hyundai Kite is an electric dune buggy concept made by students of the Turin-based IED’s master’s degree course in transportation design with the support of Hyundai Design Centre Europe in Rüsselsheim, Germany.

Walking through the light installation in the ‘Energy Zone by Hyundai’, visitors will be brought into a dimension permeated by pure energy. This shows itself in geometries and perspective games produced by luminous optical fibres in the dark. In Bernardini’s works, light is mediated by the use of optical fibre, which the artist has used since 1996 and with which he creates sensational effects of geometries and spaces. The spectator finds himself inside the installation with the impression of being in front of a different artwork at each point of observation.

The Kona Electric will be part of the installation on April 17 and 18. The first all-electric subcompact SUV is a car of no compromise, combining Hyundai’s progressive SUV style with a zero-emission electric powertrain. The new eco-car is available with two different powertrains, offering an outstanding driving range of up to 482 kilometres*. The electric motor of the long-range version delivers an output of 150 kW/204 PS, accelerating the car to 100 km/h in 7.6 seconds. Hyundai Motor is at the forefront of eco-mobility by already offering the broadest range of electrified powertrains of any carmaker on the European market.

The Hyundai Kite concept also carries a progressive character and bold energy, committed to fun and created by the students of the IED’s master’s degree course in transportation design in collaboration with Hyundai Design Centre Europe. The Kite is a futuristic two-seater electric dune buggy that transforms into a single-seater jet ski. The concept is a doorless, roofless and windowless vehicle that can drive both on the road and over water. Its surfaces interlace, creating a continuum of twists and intersections.


What Car? names the Hyundai IONIQ as Best Hybrid at 2018 award ceremony

What Car? names the Hyundai IONIQ as Best Hybrid at 2018 award ceremony

What Car? names the Hyundai IONIQ as Best Hybrid at 2018 award ceremony

Hyundai Motor scooped another top accolade at the 2018 What Car? Awards. The IONIQ Hybrid was named as the UK’s ‘Best Hybrid’, while the high-performance i30 N was commended as the ‘Best Hot Hatch for £20,000-£30,000’.

The awards, judged by members of the What Car? road-test and editorial team, praised the IONIQ Hybrid for its cost, equipment and driveability and the all-round performance capability of the i30N.

Steve Huntingford, Editor of What Car? said, “In the last year, we’ve seen a huge increase in the number of people reading about hybrid cars on, which is why we felt it was important to recognise the best models in the class.

Toyota may have had the market for affordable hybrids pretty much sewn up with the Prius but now there’s a top-notch alternative in the shape of Hyundai’s IONIQ. More than any other car, the IONIQ shows that you can now drive a hybrid without having to accept any compromises. Not only is it clean, temptingly priced and cheap to run, but it’s more practical, better equipped and better to drive than its rivals. ”

Hyundai’s all-new i30 N high-performance hatchback was acknowledged as the Best Hot Hatch for £20,000-£30,000, with the What Car? team praising both the i30N and the i30N Performance’s cornering talents, playful handling, and accessible prices. Both models feature electronically controlled suspension, torque vectoring, launch control and rev-matching as standard.

What Car? Editor, Steve Huntingford, said: “If you had told us a year ago that Hyundai would soon have one of the world’s best hot hatches in its ranks, we’d have been dubious to say the least. But the Korean brand really has gone from zero to hero, bettering established rivals such as the Focus ST and the Volkswagen Golf GTI with its first serious attempt at building a car in this class.”

Tony Whitehorn, President and CEO, Hyundai Motor UK, said, “We are hugely proud to see the IONIQ take top honours as the UK’s Best Hybrid. The IONIQ is representative of the shift that is currently taking place in the car market where consumers are now embracing low emission alternatives. The IONIQ which is available in Hybrid, Plug-In and Electric versions means that we are able to offer even greater choice for our customers.

“The i30 N is also another good example of offering choice – it is our first hot hatch and its all-round package of style, equipment, price and state-of-the art high performance technologies make it a fast and fun alternative to the more established names.”

The IONIQ and i30 N both come with Hyundai’s industry-leading five-year unlimited mileage warranty and roadside assistance package. Standard equipment also includes the latest active safety features, such as Forward Collision-Avoidance Assist, Lane Keeping Assist, and Intelligent Speed Limit Warning.


Hyundai’s BlueDrive technology explained

Hyundai's BlueDrive technology explained

Hyundai's BlueDrive technology explained

To pass on an environment characterised by clean air and fuel-efficient/zero emissions vehicles, Hyundai Motor has created the BlueDrive strategy. Here’s how it works.

BlueDrive is the philosophy of Hyundai Motor, but what exactly does this philosophy entail? Quite simply, it is the company’s ambition to lead the pollution-free mobility era by improving fuel efficiency and seeking new energy possibilities.

Cars that do not require any fossil fuel to operate and emit zero CO2 are the ultimate goal of Hyundai’s BlueDrive strategy. More specifically, the strategy aims to improve the functionality of automobiles such as performance, safety and convenience while reducing pollution and fuel consumption.

Hyundai Motor’s vision for the future of eco mobility
Hyundai wants to pass on a beautiful environment for the next generation to breathe in clean air and enjoy driving cars without having to worry about fuel efficiency and clean air. Its vision for the future of eco mobility is based around the offer of four green technologies that can cater for different people’s needs: Hybrid Electric Vehicle (HEV); Plug-in Hybrid Electric Vehicle (PHEV), which can be charged using grid electricity; zero emissions battery Electric Vehicle (EV) and Fuel Cell Electric Vehicle (FCEV).

HEV combines two power sources of an internal combustion engine and an electric motor. As Hyundai’s innovative development of parallel hybrids achieve better fuel economy with improved packaging efficiency, the Hybrid Starter Generator control technology further assists the engine clutch control and reduces the tension between the EV mode and the engine mode for smoother hybrid driving.

PHEV is an advanced hybrid vehicle with extended battery life and greater energy density, making it more fuel-efficient and providing greater range in all-electric mode. Whether driven on EV mode or HEV mode, PHEV has a significant advantage of providing greater driving performance while reducing levels of emissions by restoring the energy from an external electric power source.

EV uses an electric motor and a rechargeable high-density battery for propulsion. Powered from an external source of electricity, EV helps reduce carbon emissions. Equipped with a 28kWh lithium ion battery pack, Hyundai’s IONIQ Electric EV provides optimized solutions for better performance, higher energy density and speed.

By combining hydrogen and oxygen atoms in a fuel cell stack, FCEV stores compressed hydrogen under high pressure in tanks and produces its own electricity for power with zero exhaust emissions. As the first developer of world’s first mass-produced fuel-cell vehicles, Hyundai continues to lead the future of sustainable motoring technology.

Hyundai Motor plans to launch 15 new eco models by 2020
Speaking at IAA 2017 in Frankfurt, Hyung Cheong Kim, president and CEO, Hyundai Motor Europe, and Thomas A. Schmid, senior vice president and COO of Hyundai Motor Europe, set out the company’s eco mobility strategy over the next three years.

By 2020, Hyundai plans to launch 15 new eco models globally, including EV, HEV and FCEV vehicles to match its customers’ lifestyles. 10 of these models will come to Europe, meaning that 60 per cent of Hyundai’s line up will be available as eco cars, and this technology will be more affordable and look more appealing than ever.

Part of this plan includes the launch of Hyundai’s next-generation Fuel Cell electric SUV in Spring 2018. Featuring the most advanced fuel cell technology in the industry, it will have a range of 750 kilometres.

Hyundai’s next pure electric vehicle will be the KONA electric, merging the two hottest trends in the automotive market: SUV and EVs. It will launch at the Geneva motor show next year. Hyundai is also developing a dedicated EV architecture to produce multiple models with longer driving ranges.

Smart Stream is fuel efficient and offers cleaner dynamic performance
In the coming years, Hyundai will launch its newest generation of gasoline powertrains, named Smart Stream. With Smart Stream, Hyundai aims to be a leader in fuel efficiency and cleaner dynamic performance.

And now more than 15,000 European customers are driving IONIQ, Hyundai’s innovative eco car, while in October Hyundai starts its first electric car sharing program in Amsterdam, offering 100 IONIQ Electric zero-emission vehicles for even more people.