Hyundai motor World



Hyundai motor World
Hyundai Motor World
First Quarter 2010 Vol.18 No.66
meet the hyundai family
Hyundai is standing on the
threshold of a new beginning.
required of us. This timeless principle
has always proven true.
Welcome to the 2010 first quarter edition of Hyundai Motor World.
With this principle solidly engraved in
our minds, we can stand firm in the
face of uncertainty. Ultimately, our efforts will touch the minds and hearts
of customers and we will be able to
contribute to the development and
welfare of society.
We are beginning a new year full of
hope. 2009 was a tumultuous time for
the auto industry, beset with unprecedented difficulties and challenges.
Steve S. Yang
President & CEO
Global Business Division
Message From the CEO
2010 will undoubtedly bring its own
set of challenges: the prospects for a
global economic recovery this year remain uncertain while carmakers face
the end of government incentives that
boosted sales. Large recalls could have
a ripple effect throughout the broader
auto industry, denting consumers’ faith
in the quality and safety of vehicles.
At this critical juncture, it is time to go
back to basic principles and perform
faithfully and conscientiously our daily
tasks and duties. Problems occur when
we fail to provide the service that is
Hyundai has been able to grow because of strong support from each and
every one of our customers, dealers
and suppliers, as well as those predecessors in our company each of whom
has performed their tasks with dedicated faith.
If all Hyundai family members around
the world come together and reaffirm
our mission and strengthen our principles, we will continue to triumph.
Thank you.
Tanzania’s Serengeti,
a Unesco
World Heritage
The first and foremost criterion for
judging how “good” a car is in the
21st century is to see how much it
puts “nature” first. That is exactly
why Hyundai, which has been at the
forefront of the development of ecofriendly vehicles, is enjoying widespread favor from customers worldwide. In that sense, the image of a
sole Sonata set in the midst of the
Serengeti in Tanzania is only natural.
Cover Story
The Serengeti in all its beauty and
splendor reminds us of what we
must never forget and what we
must always protect in our present
life of happiness that include cars.
Hyundai will continue the happiness
of our customers far into the future
through technologies that always
put nature first.
One of Unesco’s 176 world natural
heritages and Tanzania’s 11 national
parks, the Serengeti is considered to
be one of the most beautiful places
of them all. A protected wildlife sanctuary, it upkeeps the life of wild animals as they have always existed in
nature. In particular, the great flocks
of antelopes and zebras in migration
during the dry season and the movements of the preying lions, cheetahs, and jackals propose spectacular scenes that even the best movies
cannot recreate.
First Quarter 2010 Vol.18 No.66
Message From the CEO
Cover Story
> headline news • Regulars • special • Regional Focus
GDI engine,
engine development history
GDI lowers emissions while raising power output and improving fuel economy. Prior to GDI,
a gain in one area came at the
expense of the other two.
To help meet its goals of environmen-
How GDI Differs from
tion phase, during the piston’s descent,
application of a three-stage variable in-
in the Theta II 2.4L GDI include a revi-
is one technology out of several that
tal leadership, Hyundai unveiled the 2.4
Conventional Port Injection
more fuel is injected and is ignited.
duction system (VIS) which improves
sion of the piston pin from a fixed-type
will help deliver superior efficiency,
Theta II GDI, its first Gasoline Direct
The key to direct injection is the use of
This split-injection technique reduces
engine “breathing,” automatically ad-
to a full-floating design which helps re-
durability, quality and value to Hyundai
Injection engine, last November. Rep-
individual fuel injectors for each cylin-
loading on the catalytic converter and
justing the volume of the air sucked
duce friction between the piston and
resenting the biggest advance in fuel
der, strategically positioned to deliver
helps lower emissions. This is particu-
into the combustion chamber to cre-
cylinder wall. This further improves
injection, an ‘80s technology that re-
optimal fuel charge directly into the
larly beneficial during cold starts when
ate the “optimal” air-to-fuel mix under
long-term durability.
placed the carburetor, GDI puts Hyun-
combustion chamber. In a traditional
emissions are highest because the
varying engine load conditions.
dai at the cutting edge of engine design
multi-port system, gasoline is delivered
catalyst has not reached its optimal
and management by achieving three
via the port in each cylinder, where it
operating temperature. Split-injection
Continuously Variable Valve Timing
have added a piston cooling jet which
seemingly incompatible goals: GDI low-
mixes with air and is drawn into the
enables the catalytic converter to reach
sprays a fine oil mist to the bottom of
ers emissions while raising power out-
cylinders when the intake valve opens
the optimal operating temperature
Further performance gains were made
the piston, reducing heat and contrib-
put and improving fuel economy. Prior
and the pistons move down.
faster, thus reducing emissions by 25
possible by incorporating Dual Contin-
uting to durability.
percent during cold starts and meeting
uously Variable Valve Timing (DCVVT)
to GDI, a gain in one area came at the
A / B. 2.4 Theta II GDI engine
And under the piston crown, engineers
expense of the other two.
One serious limitation of conventional
the California Air Resources Board’s
which improves engine breathing on
Hyundai engineers looked for weight
With a compression ratio of 11.3:1, the
fuel injection is that as engine revolu-
ULEV-2 and PZEV standards.
the intake and exhaust sides for bet-
savings throughout the engine, inside
2.4 Theta II GDI delivers 201ps/6300rpm
tions increase, the valve opening and
ter fuel economy and lower emissions.
and out. The results lead to weight
and 25.5kg.m/4250rpm in its Korean
closing times get progressively short-
Dynamic Performance and
Depending on engine load and speed,
reduction measures including a new,
domestic market specification. “The
er, thus reducing the time available to
Fuel Economy Improved
DCVVT can extend or shorten the dura-
lighter weight aluminum cylinder block
Theta II GDI convincingly demonstrates
inject fuel. GDI avoids this problem
Compared to a conventional engine of
tion of the valve opening and closing
and lighter weight crankshaft.
Hyundai’s advanced powertrain en-
altogether by positioning the fuel in-
the same displacement, GDI delivers
for more power and lower emissions.
The catalytic converter is also lighter
gineering capabilities,” said Dr. Lee
jector in the most optimal location, di-
7 percent more torque at low revolu-
And, the DCVVT system is governed
thanks to a new canning process which
Hyun-Soon, Vice-Chairman and Chief
rectly inside the combustion chamber
tions and 12 percent more torque at
by a new steel chain with an innova-
allows for the use of thinner gauge
Technology Officer.
to offer unparalleled precision. With
the high-end for better take-off and
tive roller and tooth designed for silent
stainless steel and requires far less
this shorter and more direct path, far
overtaking performance. And perhaps
operation and durability.
welding. In the end, the Theta-II 2.4L
Developed with a budget of 170 billion
greater control is attained over the
best of all, a vehicle equipped with a
won over a 46 month-long research pe-
combustion process: a high pressure
GDI engine will get about 10 percent
Weight and Friction Reduction
riod, the new 2.4 Theta II GDI engine
fuel pump injects the fuel at pressures
better mileage than a vehicle equipped
A critical engineering challenge is to
will make its debut in the first half of
of up to 150 bar, in precise amounts
with a conventional multi-point fuel
find ways to reduce engine weight
The benefits of GDI technology will be
2010 starting with the recently launched
and intervals.
injected engine.
and internal friction to attain better fuel
expanded over time to the entire fam-
economy. Friction reduction measures
ily of Hyundai gasoline engines. GDI
Sonata, beating the mid-size sedan
competition to market with this excit-
The injection is split into two phases
Variable Induction System (VIS)
ing new technology. GDI application
to achieve optimum combustion: in
GDI has been applied to the second
will subsequently be expanded across
the first phase, the pilot injection and
generation of Theta: Theta II features
the gasoline engine family and applied
ignition trigger the piston’s downward
numerous design enhancements over
to other Hyundai and Kia models.
power stroke. Then, in the main injec-
its predecessor, beginning with the
headline news
C.Participants to the Ninth Annual Hyundai-
Kia International Powertrain Conference
GDI is more than10 pounds lighter
than its predecessor.
A look at Hyundai’s powertrain
Hyundai realized automotive independence by developing the first Koreadesigned Alpha engine and transmission in 1991.
In 2004, the company achieved another milestone by developing Korea’s
1) α(Alpha) Engine
2) θ(Theta) Engine
3) S-Engine
4) λ(Lambda) FR Engine
engine. In 2006, Hyundai developed
The Alpha marked the first engine to be de-
With its aluminum engine block, intake vari-
The globally competitive V6S passenger
Korea’s first rear-wheel drive engine was
the 3.0-liter V6 S-passenger diesel
signed in Korea. By improving the engine’s
able valve timing device and quiet timing
diesel engine independently developed
independently designed for application in
durability, as well as performance in driving
chain, the Theta is a next-generation new
by Hyundai offers class topping 250 maxi-
mid- to large-sized sedans, which form the
and power, and engine quietness, the Al-
engine for midsized sedans that offers high
mum horsepower, fuel grade 1 rating and
main group of models at Hyundai-Kia. It is
pha is being reborn as the VVT engine.
performance, fuel efficiency, quietness,
economic value.
a high performance, highly efficient engine
durability and green benefits.
- Start of mass production : 2006
showing superior results in all aspects in-
- Outfitted models : Scoupe
- Start of mass production : 2004
- Outfitted models : Veracruz
cluding quietness and durability.
- Displacement (liters) : 1.5
- Outfitted models : Sonata
- Displacement (liters) : 3.0
- Start of mass production : 2008
- Max. power (PS) : 110
- Max. Torque (kg.m) : 17
- Displacement (liters) : 2.0 / 2.4
- Max. power (PS) : 240 / 250
- Max. torque (kg.m) : 46 / 55
- Outfitted models : Genesis
first export engine, the Theta World
engine for our Veracruz model and in
2007, introduced a full line-up of engines for commercial vehicles with the
F (3.9 liter), G (5.9 liter) and H (10 liter)
engines. In 2008, with the rear-wheel
drive Lambda 3.3 / 3.8 liter and Tau 4.6liter engines outfitted in the Genesis,
Hyundai·Kia is showcasing its leading
engine technology to the world.
- Start of mass production : 1991
- Max. power (PS) : 163 / 179
- Max. Torque (kg.m) : 20.1 / 23.5
- Displacement (liters) : 3.3 / 3.8
- Max. power (PS) : 262 / 290
- Max. torque (kg.m) : 32.2 / 36.5
First Quarter 2010 Vol.18 No.66
Message From the CEO
Cover Story
headline news
> Regulars • special • Regional Focus
Important News
from the World of Hyundai
to fulfil its duty as a good global corpo-
Hyundai Opens Micro-Site for
rate citizen.
2010 FIFA World Cup
By the Numbers
As one of the Official Partners of the
Hyundai Steel
2010 FIFA World Cup South Africa™,
Hyundai took another step this week in
Hyundai unveiled its 2010 FIFA World
cementing it’s future among the global
Cup™ micro-website on Feb. 1st to
car making giants by now being able to
Cup™ marketing activities.
Co., part of the Hyundai Automotive
Visitors to the site will have the oppor-
Group, held a blast furnace lighting cer-
tunity to learn about 2010 FIFA World
emony at its new integrated steel mill
Cup South Africa™ and Hyundai’s on-
in Dangjin, South Korea. The lighting of
line and offline promotional events.
the furnace saw it as the first in the
Hyundai will also provide a link on the
world to be owned by an automotive
official website of the 2010 FIFA
units : since its launch in June 2000,
the mid-size SUV model Santa Fe has
reached cumulative sales of two million units worldwide in 2009.
mark the official start of its FIFA World
produce it’s own steel. Hyundai Steel
group. Hyundai Steel’s No. 1 blast fur-
people : The number of employees
working for Hyundai across the world
stands at 78,270, as of January 2010.
World Cup South Africa™ (www.FIFA.
nace will have a 4 million tons annual
com) that leads to its slogan contest
Leading Fuel Efficiency Ranking
its capacity within 15 minutes. Under
capacity. The company aims to com-
site「Be There with Hyundai」. This is
the official sponsor of the 2002 FIFA
to cover the 2010 and 2014 FIFA World
Hyundai is the most fuel-efficient au-
the normal cycle using a 220V house-
plete its No. 2 blast furnace by early
the first of its kind for a sponsor, fa-
World Cup Korea / Japan™ and the
Cup™. Under the agreement, Hyundai
tomaker in America, according to the
hold current, 100 percent power will be
2011, to reach a total capacity of 8 mil-
cilitating one-click access to fifaworld-
2006 FIFA World Cup Germany™, as
will enjoy main sponsorship rights for
U.S. Environmental Protection Agen-
attained within five hours of recharg-
lion tons a year. “The new steel mill will Hyundai is one of
well as many other FIFA tournaments.
all FIFA events, including the rights to
cy’s annual fuel economy report. In lab
ing. Record 2009 Profit Hyundai post-
give our automotive group a competi-
the strongest corporate supporters of
The company has extended its strate-
use logos, emblems as well as signage
tests to determine combined city-high-
ed record earnings last year as it in-
tive edge by allowing us to secure and
soccer in the world having served as
gic sponsorship agreement with FIFA
display in the stadiums.
way fuel economy of cars and trucks,
creased market share in China and
develop our own supply of high-quality
Hyundai’s fleet achieved 30.1 miles
the US, the word’s two biggest auto
steel,” Chairman of the Hyundai Auto-
per gallon for the 2009 model year, fol-
markets, on the back of favorable ex-
motive Group, Mr. Chung Mong-Koo
lowed by Honda (29.7 mpg), Volkswa-
change rates and a strong compact car
stated at the ceremony. Hyundai Steel
gen (29.6), Toyota (29.4) and Kia (28.0).
line-up. Hyundai’s global market share
employs the latest environmentally-
The result bodes well for Hyundai’s ob-
rose to 5.2 percent last year from 4.3
friendly technologies and state-of-the-
jective to meet the U.S. government-
percent in 2008. Full-year operating
art emission control methods, reflect-
mandated standard of 35.5 miles per
profit rose 19.1 percent last year from a
ing the company’s eco-friendly philoso-
gallon by 2015 for the 2016 model
year earlier to 2.23 trillion won (around
phy. The mill’s aim is to boost synergy
year. Hyundai plans to keep its lead
USD 1.9 billion). Last year, Hyundai sold
effects among affiliates by creating a
by launching direct injection and turbo
a record 3.1 million vehicles, up 11.7
circular production and recycling link
B.Production of i10 Electric
Best Buy
charging technologies, as well as intro-
percent from 2008. Combined, Hyun-
between steel manufacturing, steel
C.Hyundai’s Volunteer Program in Brazil
Top 10 Family Cars under $20,000
ducing its first hybrid in the US—the
dai-Kia sold over 4.75 million units in
processing and car making. With an in
D.Hyundai ranked No.1 in fuel economy
Elantra Touring
Top Five Safest Cars of 2009
2011 Hyundai Sonata Hybrid.
2009. This year, Hyundai is targeting
house operation, the two companies
5.4 percent of the global market.
can be more assured of getting the
Greener Choices 2010
Os Eleitos (The Elected)
Fortune referred to Hyundai as the
Genesis, Genesis Coupe
Top Ten Cars of the Decade Countdown
toughest car company in its 10-page
Hyundai Coupe, Genesis
The Best Cars of the Year 2009
cover story on Hyundai’s success story.
Genesis Coupe
Auto Awards 2009 - Best Sports Car
2009 Car of the Year - Best Imported Car of the Year
Genesis Coupe
The Car Middle East Awards 2009 - Coupe of the Year
Genesis Coupe
Jalopnik’s Best 10 Cars of 2010
came to mind: Why can’t American
automakers build this car?”
Start of Production of
percent : Beijing Hyundai Motor Company saw sales soaring a whopping
93.6% to 570,309 units in 2009 compared to the previous year.
A.The new steel mill will give Hyundai
Hyundai Awards
a competitive edge
E.2009 was a great year for Hyundai
percent : Hyundai Motor Co. raised its
global market share to 5.2 percent last
year, breaching the 5 percent bar for
the first time in its history.
play-hard environment.
at more stable prices.
its i10 electric vehicle in late 2010. With the acceleration of global man-
Hyundai Motor India Ltd. will send
agement initiatives, Hyundai’s overseas
parts and components, for assembly
operations are fulfilling the company’s
into finished vehicles in Korea. The
responsibilities as a global corporate
mass produced i10 EV, powered by
citizen, engaging in many different so-
i10, Grand Starex
Car of the Year 2009
a 49kW (67hp) motor and a 16kWh
cial contribution activities, to benefit
Company Best
battery with a top speed of 130km/h,
local communities. Last January, Hyun-
Tau Engine
Ward’s 10 Best Engines for 2010
will initially be offered to government
dai donated US$100,000 to the Inter-
i30, iMax
Australia’s Best Cars
fleets. Using innovative LiPoly (Lithium
national Committee of the Red Cross
leap from Excel to Equus in his article
Customer’s Gold Laurels Award
Ion Polymer) technology, the i10 EV is
to join the international community
titled ‘Equus: This is a Hyundai?’
Corporate Average Fuel Economy (CAFE) standards
capable of a driving range of 160km
humanitarian relief efforts in Haiti. In
on a single charge, which is sufficient
Brazil, Hyundai engaged in an 11- day
New Zealand’s Women’s Car of the Year
for most daily commuting needs. The
volunteer program participating in activ-
Genesis Coupe
2009 Car of the Year
Hyundai i10 EV can handle two charg-
ities ranging from building houses and
ing cycles: a 220V household and 413V,
fixing facilities to carrying out cultural
an industrial strength current which
exchange experiences in the cities of
Them All”
steel that they need to build their cars
ous volunteer works around the world
work environment. It’s a work-hard,
Contribution Activities
be recharged to within 85 percent of
million $ : Hyundai’s brand ranking
jumped to 69th last year on a 100 Best
Global Brands list annually conducted
by Interbrand & Businessweek. Its
brand value reached $4,604.
“ The Toughest Car Company of
Stepping up Global Social
20-30. Hyundai plans to continue vari-
On the Record
Hyundai will begin mass production of
Under the quick cycle, the battery can
units : New Sonata’s accumulated sales
contracts in Korea reach 100,000 units
as of January 10, 2010 since its launch
last September, setting a new record.
First Electric Vehicle
Sao Paulo and Piracicaba between Jan.
Awards & accolades
quality and quantity of high tensile
promises quick recharging speeds.
“After experiencing the Genesis, I
wasn’t surprised that this car was
so exceptional; Instead, a question
Larry Printz from The Virginian-Pilot
expressed surprise about Hyundai’s
“Hyundai Tucson proves it’s time to
buy a Hyundai”
i10, i20, H-1
Autobild Indonesia Award 2009
James R. Healey, a USA Today auto
Fuel Efficiency Awards 2009
journalist, titled his article above, after
2010 Mid-size Car of the Year
The 2009 Total Value Awards: Near Luxury Car Winner
“The thing I like best about coming
Marketer of the Year
here to Hyundai Auto Canada is the
Santa Fe
Global Green Challenge
test driving the all-new Tucson.
We work hard and we are very, very
results-driven. We work at what we
call Hyundai speed to get to market
ahead of the competition. “
John Vernile, Hyundai auto Canada’s
vice president of sales and marketing,
answer the question of what it is like to
work for Hyundai, in an interview with
The Globe and Mail.
“Thanks to the hard work of all our
employees, we were able to turn a
crisis into an opportunity last year.
In 2010, the Hyundai Automotive
Group aims to create new history...
Let’s start 2010 with a determined
‘can-do’ spirit.”
Chairman Chung Mong-Koo emphasized the can-do spirit, which drove last
year’s success amid the industry-wide
downturn, in his New Year speech.
First Quarter 2010 Vol.18 No.66
Message From the CEO
Cover Story
headline news
> special • Regional Focus
Blue-Will :
Hyundai’s Concept car
Blue-Will concept is the first-ever
Plug-in Hybrid for Hyundai
The first plug-in HEV concept car, unveiled at the Seoul Motor Show in early
2009 and the 2009 IAA in Frankfurt,
targets 30 to 40 something single urbanites and young families.
Promising an electric-only driving distance of up to 64km on a single charge
and a fuel economy rating of up to
2.2 liters/100km (106mpg), Blue-Will
(codenamed HND-4) is a test bed of
new ideas that range from its unique
profile to drive-by-wire steering and
touch screen controls.
Bold character lines help define BlueWill’s dynamic character which sets it
apart. “The innovative form language
gives perfect expression to the advanced eco-friendly technologies found
on Blue-Will,” said Oh Suk-Geun, Executive Vice President of Design at
Namyang Design Center. “At a time of
rising concern about the environment
and our energy future, Blue Will demonstrates to eco-conscious car buyers
everywhere that Hyundai has practical
hybrid solutions that will appear in the
next generation of vehicles,” he added.
“Eco-sleeker” was the core concept
driving the design process. Its sweeping character lines and detailed form
elevate this next generation hybrid to
an entirely new level. Blue-Will’s sleek
surface treatment extends to the underbody where a full-length cover has
been applied to minimize aerodynamic
drag while maximizing fuel economy.
The LED panel on the front expresses a
highly distinctive, futuristic image. The
rear bike rack, neatly integrated into
the trunk, adds an extra measure of
convenience. To minimize weight, advanced materials such as carbon-fiber
reinforced plastics and nano composites have been applied to the side sills,
moldings and fenders.
Recycled PET material was used for
the headlamp bezel, while use has also
been made of PLA and PA11 bio-plastics on interior and exterior parts.
Thanks to the rapid advances in information technologies, designers have been
completely free to redefine the interior
space achieving a “digital flow” throughout the cabin space. The conventional
gauge cluster has been replaced by
an ultra-thin Transparent Organic Light
Emitting Diode display mounted on the
steering column, adjustable for rake and
distance. Thin-film TOLED technology
allows information to be displayed in
full high resolution color.
The center stack is normally a very busy
area in terms of the number of controls
that must be packed into a small area
but HND-4 designers have achieved
a remarkably simple and clean look
thanks to high-tech touch-screen control technology which extends operability to the HVAC, drive (PRNDL) selector
and infotainment systems. The focal
point is the Eco-Coach, a graphic display which helps promote fuel-saving
driving habits by providing continuous
feedback on fuel consumption and driving efficiency. Infotainment capabilities
include Bluetooth-enabled speakers.
Hybrid Blue Drive Architecture
The Blue-Will concept is powered by
an all-aluminum 152hp Gasoline Direct
Injected 1.6L, coupled to a Continuously Variable Transmission and a 100kw
electric motor which is at the heart of
Hyundai’s proprietary parallel hybrid
drive architecture. Wheels are turned
by power coming directly from the gasoline engine, or the electric motor, or
both together, as conditions demand.
This parallel hybrid drive architecture
serves as the foundation for future
Hyundai hybrids, beginning with the
next-generation Sonata in the U.S.
For maximum luggage space, the fuel
tank is under the rear seat where it is
neatly bundled alongside the Lithium
Ion Polymer battery which can be recharged using a household current.
Hyundai will be the first automaker in
the world to apply Lithium Ion Polymer
in a mass production vehicle this July
when the Elantra LPI Hybrid Electric
Vehicle goes on sale in Korea.
A further expression of the Blue-Will’s
design flexibility is found on the panoramic roof where in a novel touch, the
glass area integrates dye-sensitized solar cells without impeding visibility. The
solar cells provide a trickle charge that
helps operate a cabin cooling fan, reducing interior temperatures while the
car is parked in the sun.
Thermal Generator:
Energy Saving Innovation
Energy from hot exhaust gases is recaptured by a thermal generator which
is fitted into the exhaust manifold. The
thermal generator then converts the
heat into electrical energy to help power auxiliary systems.
Efficiencies are further improved by the
specification of low-rolling resistance
tires and low-drag brakes where special
attention has been paid to the engineering of the brake pads and calipers.
4,300 mm
1,800 mm
1,460 mm
2,700 mm
245/40 R20 Low-Rolling Resistance
1.6L Gamma 152hp GDI/100kw Motor
CVT/Fixed Gear
Lithium Ion Polymer
Fuel Economy (Pure HEV-Mode)
4.7L/100km~4.3L/100km (50~55mpg)
Fuel Economy (Plug-in HEV Mode)
2.2L/100km (106mpg)
Vehicle Range
Gauge Cluster
Ultra-Thin Transparent Organic LED
Drive Selector & HVAC
Touch-Screen Control
Auxiliary Power Generation
1.Exhaust Manifold-Mounted
Thermo-Electric Generator
2.Roof-Mounted Dye-Sensitized Solar Cells
3.Regenerative Braking
First Quarter 2010 Vol.18 No.66
Message From the CEO
Cover Story
headline news
> special • Regional Focus
in May, with their surfaces covered in
Understanding the growing importance
ing of submitted slogans and photos,
tors to the and Hyundai
visibility. To be staged in the major cit-
signatures and good wishes, in time
of the digital domain, we created the
the fans are the winners of the special
FIFA World Cup Microsite (fifaworld-
ies of the qualifying countries, Hyundai
for the opening match between South
Hyundai 2010 FIFA World Cup Micro-
prizes of the BTWH and FoM. website will find the
Fan Fest will convey thrills and excite-
Africa and Mexico on June 11. Fes-
site to integrate offline based programs
Hyundai Best Young Player Award page
ment to fans worldwide.
tivities have been planned to celebrate
into online space - that will help the net
Hyundai Best Young Player Award
providing an overview of the Award and
the arrival of the balls back to the city.
users to conveniently reach and par-
Hyundai further leverages its FIFA part-
the opportunity to cast a vote for their
own personal favorite.
Once the tournament is underway the
ticipate in Hyundai’s FIFA World Cup™
nership with the launch of the Hyundai
balls will follow their respective teams
marketing programs.
Best Young Player Award (BYPA) on
to every match, ensuring that the mes-
Hyundai 2010 FIFA World Cup Micro-
Dec. 2, 2010. Hyundai is proud to be
Fan Fest
sages of support are on display for all
site ( is an
the exclusive presenter of the BYPA,
Inspired by previous Fan Fests staged
to read and take inspiration from.
important means for us since the plat-
a coveted honor recognizing the most
during the 2002 and 2006 FIFA World
form will provide the interactive experi-
outstanding FIFA World Cup™ per-
Cups, Hyundai is expanding Fan Fest
ence with the brand through programs
formances by players under 21 years
beyond the host country shores to ma-
such as ‘Be There With Hyundai’ and
of age. BYPA opens the door to direct
jor soccer capitals around the world,
‘Fan of the Match’ through online vot-
participation by fans worldwide: Visi-
further elevating the fun and Hyundai’s
Fan of the Match
One of the FIFA World Cup programs
that is exclusive to Hyundai, ‘Fan of
A / B. Hyundai Best Young Player Award
the Match’ aims to stir up fun and
1. Hyundai introduces 2010 FIFA
World cup™ Marketing Programs
Germany™. The creative marketing ini-
excitement at match venues by re-
of soccer enthusiasts’ passion with a
tiatives of Hyundai no doubt will touch
warding the most outstanding fans.
high level of visibility and exposure to
the hearts of many World Cup fans.
The fan with the most colorful, zani-
public and media. The winners’ excite-
est costume will be presented to the
ment and emotions have been the ma-
crowd on the giant screen during half-
jor driving factor and the motivation of
time at all 38 matches. All 38 ‘Fan of
all previous participants and many dis-
As the official automotive partner of
2010 FIFA World Cup South Africa™,
2. It’s Time to Enjoy
Hyundai plans to use the international sporting event as an occasion to
Goodwill Ball Road Show
the Match’ winners will automatically
tributors who participated in the plan-
heighten brand awareness and in-
“Hyundai’s Goodwill Ball” is a Road
be entered into the ‘Fan of the Tourna-
ning and execution were impressed
crease sales. Hyundai has sponsorship
Show that has been Hyundai’s flagship
ment’ contest at The win-
and even overwhelmed by the results.
rights to provide transportation to par-
of the global soccer program since
ner of the ‘Fan of the Tournament’ will
With the high level of distributors’ sup-
ticipating national teams of 2010 FIFA
its first introduction at UEFA EURO
be awarded a valuable prize.
port and active marketing, 2010 FIFA
World Cup™. Hyundai vehicles will be
2000™. For the sixth time now, Hyun-
put to use for the transfer of FIFA of-
dai has again facilitated the passion
Be There with Hyundai
will carry its legacy. Slogans can be
ficials, national teams, members of the
and goodwill of many fans of the world
Since its beginnings in EURO 2004, Be
submitted online (Hyundai FWC micro-
organizing committee, referees and
– and brought it to 2010 FIFA World
There with Hyundai (BTWH) has kept
site) and offline (dealerships).
media representatives.
Cup™ via Hyundai Goodwill Balls. Cus-
its reputation as the most success-
Hyundai will be providing its Universe,
tomers, fans, media and the public get
ful of Hyundai’s signature marketing
Online Program
a luxury coach, specially manufactured
an opportunity to sign and send their
programs, providing opportunities for
Hyundai has created a variety of com-
in right-hand drive editions for the oc-
best wishes on the “Hyundai Good-
extremely high media exposure. Again
munication platforms and competitions
casion, a first in Hyundai’s FIFA World
will Ball” to their respective national
in collaboration with FIFA, the BTWH
to build excitement for the 2010 FIFA
Cup™ sponsorship history.
teams. The Hyundai Goodwill Ball road
program will be executed for the
World Cup South Africa™.
The Universe buses will be used for
show is taking 32 giant soccer balls,
fourth time for the 2010 FIFA World
the official transport of the 32 national
one for each team that will play in the
Cup™. The participants compete in
teams, carrying the national team col-
2010 FIFA World Cup, to participating
the creation of a slogan for their team
ors, flags and the winning slogan of the
nations to collect thousands of fans’
and the winning slogan is displayed
‘Be There with Hyundai’ competition,
on the team’s respective buses.
Hyundai’s sole and exclusive program.
All 32 balls will return to Johannesburg
The program combines the utilization
World Cup “Be There with Hyundai”
FORTUNE magazine, in its latest issue, profiled Hyundai as its
lead story. A front-page cartoon
drawing shows a vehicle, with
the car’s logo, baring its teeth.
The headline is “The Toughest
Car Company of Them All.” The
underline adds, “Hyundai is for
Real. Competitors Hate Them.
Customers Love Them.”
The success story of Hyundai in the
global market was featured in a 10page cover article in FORTUNE magazine’s January 18 edition. In the report,
FORTUNE said Hyundai has shown
the fastest growth in the world, thanks
to its focus on high quality and aggressive decision making power.
the list, and it achieved a breakthrough
in 2004 when it reached seventh place.
Since then, Hyundai placed third in
2006 and then fourth in 2009, displacing Toyota as the highest ranked massmarket brand in the world. (Three luxury
brands - Lexus, Porsche, and Cadillac finished ahead of it.)”
Quality First
The business magazine focused on the
chairman’s management philosophy. It
said Hyundai’s Chairman Chung MongKoo has switched the focus of the
company from volume to high quality
after he took over the company from
his father in 1999.
The magazine mentions speedy decision making and execution as Hyundai’s strength. Hyundai Assurance program in the U.S. took 37 days from inception to execution, which would take
several months in other companies.
“In 2001 Hyundai ranked 32nd out of
37 brands in JD Power’s study of new
vehicle quality after 90 days of ownership - close to the bottom. As its quality
efforts took hold, it began moving up
A / B. Goodwill Ball Road Show
C.Fan of the Match
D / E. Be there with Hyundai
Hyundai, through its sponsorship of the
It also pointed out Hyundai has proven
its ability by making an early debut of
the new Sonata model in the North
American market, while others struggle with production schedules, rising
costs and an erratic parts supply.
“These days Hyundai could get ticketed for exceeding the limit,” it said.
Hyundai is now a force to be reckoned with in the luxury market
“I think every other company ought
to be looking at Hyundai to see what they are doing because now they are
going after the luxury market, even
Mercedes and BMW ought to pay attention to what they are doing.” said
Alex Taylor, Senior Editor of FORTUNE.
Judged on its merits, not its image,
the Equus is a winner. FORTUNE had
an opportunity to test one in Korea and
found it surprisingly competitive with
German luxury sedans under normal
driving conditions.
Threatening Japanese carmakers
FORTUNE reported Hyundai is now
threatening Japanese competitors
who see Hyundai as a global threat.
“Toyota used to say that Hyundai was
the company it feared most. Today
those fears have grown into a nightmare,” the magazine said.
Technology & quality based management, and continuous investment by
the chairman have contributed to
Hyundai’s rise. “The Korean carmaker
is speeding to the head of the pack
with a focus on quality and a push into
the luxury-car game,” it said.
The special report by Fortune shows
a growing media interest in Hyundai’s
recent stellar achievements amidst
sluggish global markets. Last year,
Hyundai earned the North American
Car of the Year award, was the highest-ranked non-luxury brand in J.D.
Power, and appeared consecutively
on Ward’s 10 Best Engines list.
World Cup™ game, wishes to serve as
a bridge to connect the world, contributing to the success of the tournament.
Hyundai welcomes fans around the
world hoping to experience the world’s
greatest sports spectacle. Hyundai’s
passion is reflected in the exclusive
2010 FIFA World Cup™ marketing programs. Hyundai is confident its World
Cup marketing activities will create a
synergy effect that will help the comC.The cover page of Fortune
pany enhance its brand image, adding
D.Fortune features Hyundai’s success
to the momentum of the successful
sponsorship of 2006 FIFA World Cup
E.Brazil’s distributor used Fortune’s story
for advertisement
First Quarter 2010 Vol.18 No.66
Message From the CEO
Cover Story
headline news
> Regional Focus
france Distributor
At the same time, Hyundai is now the
4th largest automotive manufacturer
in the world. In France, Hyundai has
240 distribution networks where professionals, with a passion for cars, fully
understand the importance of personal
service to our clients.
We therefore emphasize the diversity
of our products, our network (sales/
warranty points evenly distributed
across France), high quality vehicles,
and most importantly, our customerfirst management philosophy.
Bonjour, we asked a few questions to M. Patrick GOURVENNEC, Directeur Général of Automobiles Hyundai France, to see
how Hyundai is faring in France,
a country known for romance,
fashion and art.
Q1: Hyundai posted a 16.6% sales
increase year-on-year in France in
2009, which is the most remarkable
growth figures among foreign auto
makers. What were the best selling
models, and why?
A1: In the French market, Hyundai did
really well last year, selling 16.6% more
vehicles than in 2008. This wonderful performance was made possible
thanks to the i series models, which
correspond to the A, B, and C segments. The i10, i20(3or5 doors) and i30
(sedan, CW) constitute the majority of
our sales today (last year, they represented 83% of total sales). And if Hyundai France did a good job, it is due to
the dynamism of Hyundai that rightly
anticipated the evolution of market here
and entirely renewed the model range.
Hyundai developed models with new
technologies that very well meet the
expectations of high demanding customers in France or Europe, with regard
to quality and respect for the environment. It should be noted that in France,
small and medium sized vehicles represent more than 70% of all car sales
due to government incentives.
Q2: On the other hand, Hyundai is
not as well-known as the European
makers in France, where they dominate the market.
A2: In our market, Hyundai represents
only around 1 percent of vehicle sales.
This figure is dismally low if we compare with our direct competitors, such
as Volkswagen (6.6%), Fiat (3.9%),
Opel (3.9%) or Ford (5.8%), and given
our high quality. The good news is that
customers buying Hyundai are steadily
on the rise and the brand power progresses each year in France and Europe. Hyundai first became known in
France by its value for money and for its
SUVs (Galloper, then Tucson and Santa
Fe) that used to represent 60 percent
of our sales. But now Hyundai has solidly planted itself in the market with full
range of models, making it a ‘generalist’
automaker. This speedy installation has
become the envy of other automakers.
Q3: What strategies or efforts do you
employ to improve brand perception
of Hyundai in France?
A3: Hyundai is now a generalist auto
manufacturer providing a full range of
models that are reliable, innovative,
economic and eco-friendly.
These models, whether a sedan, leisure vehicle, minivan, city car, coupe or
cross utility vehicle, distinguish themselves from other makers through a
unique comfort, high specifications,
and competitive prices.
Q4: What kind of support of you
want to have from HMC?
A4: In France, the auto market is dominated by French manufacturers like Renault (23% of market), Peugeot(17%)
or Citroen(15%). These makers alone
occupy more than half of auto market
here. Foreign automakers are relative
new comers. We have to keep in mind
that Hyundai was launched in France
only in 1992. The brand is very young.
As such, to expand our visibility and
brand awareness, we must invest
heavily in marketing and publicity campaigns, in particular in television commercials. Although Hyundai provides
a very attractive and diverse range of
models, these alone are not enough.
To improve Hyundai image and visibility, support from Hyundai becomes
Perhaps the best example to date
is the Hyundai’s sponsorship of the
World Cup and European coupe football. These associations with FIFA
and UEFA have helped Hyundai improve its visibility and brand power
each time.
Regional Focus
Brief History of Hyundai in France
The Hyundai brand was introduced in
France in 1992. France was the last
among the European countries to commercialize Korean vehicles in its market. In September of 1992, 30 distributors in France began to publicize Hyundai through the Motor Show in Paris,
introducing Pony, Elantra, Sonata and
Scoupe. A total of 1,189 Hyundai vehicles were sold in 1992.
Then, the sales progressed year after year attaining about 8,000 units in
1998. But the real turnaround occurred
in 1999 when the Groupe Emil Frey
bought the import rights. From then
on, sales of Hyundai progressed exponentially thanks to SUVs Galloper
(1999), Santa Fe (2000), Tucson (2004),
Getz (2005), and the arrival of diesel
motor. During these times, sales increased by two digits every year to attain 28,000 annual sales.
Two years ago, two incidents greatly
change the automotive world in France:
the worldwide financial crisis and the
growing awareness of our natural environment. The government’s cash for
clunker program altered the behavior of
customers who become more sensitive
to emissions, contributing to the decline
in sales of SUVs, even if some sedans
emit more pollutants. This affected our
sales of SUVs, which constituted a big
portion of our sales.
However, we anticipate a bright future
with upcoming models and Hyundai
vehicle owners reaching 170,000 customers. We expect our annual sales to
reach 40,000 units in a couple of years.
A.Director General, M. Patrick GOURVENNEC
Q5: How will the automotive market
fare in 2010?
A5: We expect market demand to drop
somewhat in 2010, due to the state
of the world economy. But Hyundai
France is optimistic that despite lesser
demand, sales will be augmented this
year thanks to the growing popularity of the “i” Series models and new
model launches (ix35, Santa Fe, Genesis Coupe, etc.). In particular, we
have an important base of customers
for SUV, who will certainly appreciate
the new ix35. The ix35 is expected to
attract new customers as well with its
superior design and new technologies.
Moreover, near the end of 2010, the
JC, a new compact minivan, will be
an attractive addition to the Hyundai
model range.
B.The President of Automobile Hyundai France,
Mr. Jean-Claude DEBARD
C.The President and assistant, Mme LEVECQUE
D.Headquarters of Automobiles Hyundai France
journalists visit :
Dutch journalists’ visit to Hyundai in Korea
by Mike Belinfante, PR Manager
‘It is a small step for Hyundai, but a
giant leap for mankind’
“Hyundai has not taken two or three
small steps forward, but advanced
hugely”. Dutch journalist Ton Roks,
chief editor of the famous car magazine Autovisie and one of the three
Dutch jury members of the Car of The
Year, could hardly hide his enthusiasm
when he visited Korea. “I haven’t been
here for a while,” he said, “but I can’t
believe my eyes. Look at the city. Look
at all those nice cars. Have you seen
those beautiful buildings? Not only
Hyundai has changed rapidly, but the
whole country has plunged into progress. Hyundai and Korea keep on developing and advancing.”
Last year, Holland’s’ Hyundai Public
Relations manager Mike Belinfante
had a simple request for Hyundai’s
Global PR Director Oles Gadacz. “Can
I invite Holland’s best journalist for a
trip to Korea and can you let us drive
in the Hyundai Tucson-ix, the new
Hyundai Santa Fe, the Hyundai Genesis Coupe, the new Sonata and the
Hyundai Elantra LPI? And can you give
them a Hyundai Tour that they will
never forget?” Gadacz smiled. “Those
Dutch are really impatient guys!” he
just might have thought. “These cars
are not even properly launched at the
Frankfurt Motor Show” he answered,
in an effort to gain time. The PR Director knew, however, that all mentioned Hyundai vehicles were already
or would be soon introduced in Korea.
“So do we have a deal, Mister Gadacz?” Belinfante showed a big smile
on his face.
Journalists on a mission
In October 2009, just after the Frankfurt
Motor Show, six journalists on a mission
travelled to Korea. They not only wanted
to drive the new Hyundai models that
would be introduced later in Europe,
but really test-drive these products on
public roads. Six of Holland’s finest
journalists: Ton Roks (Autovisie), Theo
Kuijpers (Telegraaf), Niek Schenk (AD),
Luc Vranken (Autoweek), Henri Stolwijk
(ANP and HSP) and Adriaan Huigen
(Autokampioen) and Mike Belinfante
of Holland’s Hyundai Distributor where
eager to see how Hyundai would solve
this aggressive press offensive.
It was an experience none will soon forget. Hyundai had arranged everything
well. Everything was available. All questions had been answered. Everything
had been arranged. “I’m pleasantly surprised by the openness of the Koreans”
Henri Stolwijk, fresh from the Tokyo
Motor Show, said.
The Dutch journalists could test all
promised cars either on public roads or
at the R&D Centre, including the Tucson FCEV and Hyundai’s flagship luxury
sedan, the Equus. Accompanied by the
Global PR Team, the Dutch wen on their
way, navigating through the heavy
Seoul traffic. Henri Stolwijk: “A few
day’s ago I was still in Japan for the Tokyo Motor Show. The Japanese would
never have allowed us to do this, afraid
of mistakes or trouble. Koreans are not
only more friendly, but also much more
open. The fact that we can make these
kinds of test-drives shows the steps
Hyundai has taken for marketing and
public relations. I think Koreans now are
eager to show what they are capable
of. They are proud of what they have
achieved and I can’t blame them.”
Typical Dutch
Driving on public roads with new products, sightseeing in Namyang, a fuel
cell briefing and even a peek at the future i20 MPV. A strict schedule was arranged. Of course the Dutch did something typically Dutch: they changed the
program by themselves. “Can we go
to North Korea?” Autoweeks’ Luc
Vranken kindly asked while enthusiastically driving the new Sonata. “We
are in the neighborhood now. Drive
to North Korea? Yeah sure, why you
don’t ask for a ride to the sun?” the
PR team must have thought. But they
indulged the journalists with Korean
hospitality and arranged a test-drive
near the DMZ zone. The Dutch journalists where excited about Hyundai, the
products, the openness and shot thousands of pictures.
At the end of the day the Dutch party
was invited for an official meet & greet
with Hyundai executives. The questions (and the answers) must have
pleased both parties. In the evening,
everybody gathered in the Center
of Seoul for a typical Korean dinner
where delicious foods were presented. After the first drinks, it was time
to strengthen relationships with music
and song. Later, while driving back to
their hotel, the dutch journalists were
able to reflect on their unforgettable
stay in Korea.
The brand of the future
Each of the Dutch journalists recognized the progress made by Hyundai
over the past few years. Ton Roks said,
“Europeans where never huge fans of
the Hyundai design. Look at Hyundai
now. With the new Sonata and specifically with the Genesis, Hyundai has
proven that they can build good cars at
Regional Focus
reasonable prices while still offering superior design. Specifically, the Tucson-ix
(ix35 in Europe), embodying the new
fluidic sculpture design, is fantastic. After seeing the state-of-the-art research
& development centre in Namyang,
I understand why Hyundai will be the
leading car brand of the future.”
Journalist Adriaan Huigen of Autokampioen: “Can you remember the Pony,
the Stellar and the Scoupe? Hyundai
has come a long way from its humble
beginnings. It is now the number 4th
or 5th carmaker in the world. A decade
ago we would never ever have believed
this would happen. Look at Hyundai
now! In the beginning, Hyundai was
successful with cheap cars, later with
small city cars. Now, they are launching, with great success, the new Tucson and Sonata, which are setting automotive trends. As we are just beginning
to get used to driving the i10, i20 and
i30 models, Hyundai launches these
new models. The quality of the (Tucsonix) ix35, along with Sonata and Genesis,
will certainly make Hyundai the object
of envy of other car manufacturers.
With new technologies such as hybrid,
electric or fuel cell vehicles, Hyundai
has really made a big step forward.”
Holland’s Hyundai PR manager, Mike
Belinfante, replied with a huge smile
on his face: “Yes you are right. It is a
small step for Hyundai, but a giant leap
for mankind.”
A.At the Namyang R&D Centre
B.Interview with executives at headquarters
C.Fuel Cell vehicle drive at Namgyang R&D
D.A luncheon with R&D personnel
E.Test driving vehicle on public road
First Quarter 2010 Vol.18 No.66
Message From the CEO
Cover Story
headline news
> Regional Focus
Australia held
the Dealer Meeting
Regional Focus
the only volume brand to grow, achieving record sales of 63,207 and rising
to 5th position. As a result we are well
and truly ‘on the radar’ of our competitors. This year the market is rebounding
strongly (January sales were + 11.6%
Y.O.Y), in part, due to stronger retail
actions by our competitors. NevertheHyundai Australia held the Dealer
by 7% in Australia. To which factors
Q2: What were the main objectives
less, we intend to grow both sales and
Meeting 2010 on 8~9th February, at
do you attribute this success?
of the Dealers’ Conference?
market share in 2010, through three
Melbourne Australia. A total of 129
A: We assign our success to three
A: There were three objectives for our
key directions:
dealers attended the event. At the con-
specific factors:
dealer conference:
•Product development - new product
ference, attendants had an opportunity
•Growing appreciation of Hyundai’s
•Educate the Hyundai dealer network
launches and existing product line
to drive Hyundai’s newest vehicles and
award - winning range of new prod-
about HMCA’s 2010 Business Plan
extensions(eg. added value editions)
exchange views on the auto industry.
ucts, especially the i30, TQ and San-
•Inform and motivate dealers about
•Brand image development - record
We asked Mr. Oliver Mann, Marketing
ta Fe facelifts
Hyundai’s new products: ix35, i20
spend in marketing communications,
Director of Hyundai Australia, a few
•Focused marketing efforts, combin-
and i45 (YF)
including leveraging of Hyundai A-
ing both brand and retail communi-
•Present the ix35 launch campaign
League and 2010 FIFA World Cup
cations, which promote the quality
•Customer communications - new
Q1: Last year, Hyundai achieved re-
and value of our range
Q3: What are your strategies this
HMCA web site, lead management
markable 40% year-to-year growth
•The dedication of the Autralia’s Hyun-
processes and customer experience
while the overall auto demand shrank
dai dealer network
A: During a tough 2009, Hyundai was
management (CEM) programs
Hyundai Motor
Phone : (82-2) 3464-2160
Fax : (82-2) 3464-3497
Website :
Register Date : Dec. 31, 1992
Registered No : (Se) Ba-210
Publisher : Chung Mong-Koo
Designed : Killing mario Co., Ltd.
Published : March. 15. 2010
Global PR Team
Special thanks to the following members of
the Hyundai family for their contributions to
this edition of Hyundai Motor World.
Jean-Claude Hunsicker (AHF),
Oliver Mann (HMCA),
Mike Belinfante (GCBV),
Soojin Hong (HMC),
Sookjin Hwang (HMC)
We welcome your suggestions & your comments. If you have great stories which are
related to Hyundai, please feel free to e-mail
us at : [email protected]

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