Hyundai Motor Europe launches 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”.
Hyundai’s progressive spirit has been the key driver of the company’s success over the past half-century. This has combined with a persistent curiosity for what lies ahead as well as what comes after, and made the company the sixth-largest carmaker globally. The campaign’s title ‘Progress’ was selected by Hyundai due to its belief that progress doesn’t happen by chance, it is shaped by history.
Hyundai Motor UK Marketing Director, David Pugh said: “Hyundai has been demonstrating its innovative spirit over the past fifty years, yet the incredible background of the company is still widely unknown. The ‘Progress’ campaign is an official introduction from Hyundai which acknowledges its inspirational history. From its role in helping to rebuild and modernise South Korea to its international expansion, the narrative shows how the past has shaped the future and Hyundai’s journey to becoming a pioneer in future mobility.
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.
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.
The main ‘Progress’ hero 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.