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Hyundai Motor Group Develops World First Active Shift Control for Hybrids to Enhance Fuel Economy and Joy of Driving

Hyundai Motor Group has developed the world’s first Active Shift Control (ASC) transmission technology. The innovation optimizes transmission efficiency by monitoring gear shifts 500 times per second, precisely adjusting the transmission rotation speed to for faster shift times. The new technology will premiere in the upcoming Hyundai Sonata Hybrid and eventually benefit other upcoming Hyundai hybrids.

ASC applies new control logic software to the Hybrid Control Unit (HCU), which then controls the electric motor to align the rotational speeds of the engine and transmission to reduce gear shift time by 30%. The technology also delivers smoother gear changes despite quicker shift times.

“The development of world’s first ASC technology is a remarkable innovation which incorporates precise motor control to automatic transmission,” said KyoungJoon Chang, Vice President and Head of Powertrain Control System Group of Hyundai Motor Group, “It will not only save fuel but also provide a more fun driving experience for our customers.”

Hyundai Motor Group

Innovation: Independently Developed Control Logic Software Applied to the Electric Motor

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Conventional hybrid vehicles do not have torque converters in order to further improve fuel economy as torque converters lose energy during the process of transmission. Although fuel efficient, such a system also requires longer shift times to ensure smoother gear changes.

ASC technology allows the hybrid’s electric motor to also take control of gear shifts by applying new software logic to the Hybrid Control Unit (HCU) to mitigate issues with slower shift time. The HCU monitors the rotational speed of transmission with a sensor installed inside the electric motor at 500 times per second to quickly synchronize the rotational speed with that of engine.

With the synchronization, shift time is reduced by 30% from 500ms to 350ms. This not only improves hybrid vehicle’s acceleration performance and fuel economy, but also durability of the transmission by minimizing friction during gear shift.

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Hyundai Reveals New Technology to Assist Hearing-Impaired Drivers

Hyundai-Motor-Group-Driving-Assist-Technology-for-the-Hearing-impaired_(Photo2)

Hyundai Motor Group has revealed a new innovative technology that assists hearing-impaired drivers by replacing sounds with visual or touch-based cues, and using advanced sensor and artificial intelligence technology to help them ‘hear’ the traffic around them.

The technology employs two separate driving assist systems that work together simultaneously – the Audio-Visual Conversion (AVC) and Audio-Tactile Conversion (ATC). They use artificial intelligence (AI) to analyze sound patterns outside the car, and then use vibrations of the steering wheel and pictograms displayed via the head-up display (HUD) to alert the driver and explain what the system can hear. The steering wheel is also equipped with multi-colored LEDs which indicate navigational information while driving.

For example, the technology could alert the driver of emergency vehicles by recognizing the sound of a siren, vibrating the wheel as an alert and displaying the appropriate pictogram on the HUD. It also translates data from vehicle sensors – such as when reversing – so the driver knows how far the car is from obstacles without relying on the warning chime.

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Hyundai-Motor-Group-Driving-Assist-Technology-for-the-Hearing-impaired_(Photo4)

Hyundai demonstrates the technology in a campaign video called ‘Quiet Taxi’. The campaign video, along with the technology itself, emphasizes the value of ‘freedom of mobility,’ demonstrating Hyundai’s efforts to enable the hearing-impaired to drive freely and safely using state-of-the-art innovative developments. As part of its goal, Hyundai also developed an application that enables communication between passengers and drivers who are hearing-impaired.

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The documentary follows Daeho Lee, Seoul’s first ever designated hearing-impaired taxi driver, as he uses the driving assist technology.

Mr. Lee, a father of two children who recently began a new career as a taxi driver, had difficulties with hearing and had to rely mainly on his sight. This caused problems with other drivers when he could not hear the horns or sirens of surrounding vehicles. Additionally, he needed to constantly rely on his vision, which caused fatigue at a rate many times that of the average driver.

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Hyundai Motor Company Completes South Korea’s First Domestic Autonomous Truck Highway Journey

Hyundai Autonomous Truck - Arab Motor World

Hyundai Motor Company’s Xcient Autonomous Truck has completed a 40km autonomously navigated highway journey, the first to take place in South Korea.

The semi-trailer truck, which has a maximum load capacity of 40 tons, was semi-equipped with a Society of Automotive Engineers (SAE) standard Level 3 autonomous driving system, enabling it to steer, accelerate or decelerate, and maneuver through traffic without human input.

“This successful demonstration proves that innovative Autonomous Truck driving technology can be used to transform the trade logistics industry,” said Maik Ziegler, Ph.D., Director of Commercial Vehicle R&D Strategy Group at Hyundai Motor Company.

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“At this stage, a human driver is still used to control the vehicle manually in certain situations, but I think we will achieve level 4 automation soon as we are constantly upgrading our technological capability.”

The trip, between Uiwang and Incheon, took place on 21st August and was held in cooperation with Hyundai Motor’s trade subsidiary, Hyundai Glovis. The Autonomous Truck stayed within the expressway speed limit of 90km/h through the one-hour journey, along one of South Korea’s busiest freight routes.

Although a human driver was on-board to take over manual control when required, the vehicle’s innovative technology features enabled it to maintain and change lanes during the natural flow of traffic, detect lane changes made by vehicles in front of it, navigate through tunnels, and perform a complete halt or accelerate according to road traffic.

The semi-trailer truck is approximately 3.5 times longer, 1.4 times wider, and 9.2 times heavier than the average compact sedan, when compared with the weight of an empty truck. This requires an advanced and detailed autonomous navigation system. Accordingly, Hyundai Motor equipped sensors similar to the ones featured in autonomous sedans, and additional sensors optimized for heavy-duty trucks, such as a hitch angle sensor and trailer rear radar sensor, meaning the Autonomous Truck could be safely stabilized upon sharp turns.

The data collected by each sensor is synchronized with the HD map, which relays information to the electronic control module for localization. The module makes accurate decisions for each situation, controlling the speed, steering, and braking accordingly.

A new steering control system (MAHS: Motor Assist Hydraulic Steering) developed by Hyundai Mobis was also implemented, providing a precise steering mechanism that controls the steering angle depending on the decision made by the electronic control unit. This minimizes the effort required to steer the vehicle, reducing driver fatigue.

“Hyundai Glovis’ success in utilizing self-driving trucks as part of its delivery service proves that the self-driving technology is being utilized in actual logistics transport and can lead to mutual development,” said Sang-Sok Suh, Ph.D., head of strategy & planning group at Hyundai Glovis.

“The company will be a leader in adopting future mobility technology such as autonomous driving for the trade logistics industry.”

Hyundai Autonomous Truck - Arab Motor World

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The New Hyundai Kona – You drive it, You define it

Hyundai Kona - Arab Motor World (5)

Hyundai ’s premium subcompact SUV The All-new Hyundai kona has officially arrived in Africa and Middle East markets, with the brand targeting young, fashion-conscious drivers pursuing an active, fast-paced lifestyle. The carmaker believes the model will have a particularly strong appeal to young women, holding the regional launch in Saudi Arabia to celebrate the fact that women in the Kingdom are now, for the first time, taking their place in the driver’s seat.

Hyundai kona is named after an iconic coastal area of Hawaii, famous among thrill-seeking travelers. That energy is reflected in the innovative, passionate and dynamic image of the new Hyundai, strengthening the brand’s SUV heritage. By developing a completely new premium SUV, identifiable by its distinctive and progressive design, and equipping it with the latest technology in drivetrain, convenience, safety and driver assistance features, Hyundai has created an all-new model that meets the highest customer expectations.

“With Kona, we are reaching out to customers who place great importance on design and technology, and who want the newest and best – they want to stand out from the crowd,” said Mike Song, Hyundai’s Head of Operations for Africa and the Middle East. “Kona is a lifestyle statement, expanding our extremely successful SUV range in an exciting new direction, while also ensuring that we offer excellent value to our customers. It’s a unique proposition that will resonate strongly with younger drivers, and we believe the Kona will be a very strong seller among young female drivers.”

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Recognizing the Hyundai kona’s strong appeal to style-conscious young women, Hyundai chose Jeddah in Saudi Arabia as the regional launch venue for the new model, and Saudi Arabia will also be the first market in the region to receive shipments of the Kona to showrooms. Hyundai will offer a special Saudi ladies’ edition, with options including an ‘abaya alert’ function – warning if an abaya is likely to be trapped by a closing door among other extra features.

Hyundai Kona - Arab Motor World (2)

Stylish design and advanced technology enabled for individuality

The Hyundai kona is cool and confident – a completely new character in Hyundai’s SUV line-up. Its front is expressive and powerful, characterized by the Cascading Grille, the company’s family identity. The bold front and rear is emphasized by the car’s wide stance and its voluminous, confident body styling. Optional 18-inch alloy wheels further contribute to the bold character of the car. The two-tone roof and the wide choice of distinctive exterior colors offer a high degree of personalization for buyers: You drive it, You define it.

The interior design reflects the exterior theme. Customers can personalize the interior of the Hyundai kona with three distinctive colors: Orange, Lime and Red. The floating navigation touchscreen, in its ergonomic position, allows drivers to stay tuned to the traffic ahead at all times.

Hyundai’s new Kona features a head-up display which projects relevant driving information directly into the driver’s line of sight. The Display Audio allows passengers to mirror their smartphone’s content onto the system’s 7-inch display via Apple CarPlay and Android Auto, where available. An optional 8-inch infotainment system integrates navigation, media and connectivity features. For even more connectivity comfort, the optional wireless inductive charging pad (Qi standard) charges the passengers’ smartphones and connects mobile devices with USB ports and AUX jacks. Kona also offers a high-end, premium eight-speaker sound system by audio manufacturer Krell.

With Hyundai Smart Sense active safety and driving assistance systems, the Hyundai kona is one of the safest vehicles in its segment, proven by a five-star safety rating from Euro NCAP. The list of available safety features includes Forward Collision Warning, Forward Collision-Avoidance Assist with pedestrian detection, Lane Keeping Assist, High Beam Assist with Static Low Beam Assist, Driver Attention Warning, Blind-Spot Collision Warning and Rear Cross-Traffic Collision Warning.

Hyundai will initially offer two highly advanced engine and transmission options for the Kona in Africa and Middle East markets: a 1.6-litre T-GDI, or a 2.0-liter MPI Atkinson cycle unit.

The Hyundai ‘Gamma’ 1.6-litre T-GDI petrol engine is offered with four-wheel drive and is paired with a 7-speed double clutch automatic transmission (7DCT). The engine, which delivers 177 PS / 130 kW and 265 Nm torque, handles every environment with ease. The turbocharger is equipped with an electronically-controlled waste-gate actuator which improves fuel efficiency by reducing pumping losses as well as improving throttle response and low-end torque. The unit features a six-hole GDI injector, pressured to a higher-than-average 200 bar, securing a clean combustion.

Hyundai’s in-house developed 7DCT transmission combines the benefits of manual and automatic transmissions. Furthermore, it improves fuel consumption and CO2 emissions up to 20 per cent compared to a conventional 6-speed automatic transmission. The Kona’s four-wheel drive offers customers a true SUV experience with up to 50 per cent torque distributed to the rear wheels. The on-demand system increases traction on difficult surfaces, while enhancing cornering performance on the road. The differential can be manually locked for a torque distribution of 50 percent up to a speed of 40 km/h.

The Hyundai ‘Nu’ 2.0-liter MPI Atkinson delivers combination of power, efficiency and low emissions that’s unique to Atkinson cycle technology. The normally aspirated engine delivers 149 PS / 109.5 kW and 180 Nm torque, and is mated to a 6-speed automatic transmission engineered for reduced friction losses and improved power transfer to produce quicker acceleration, lower N.V.H. and better fuel efficiency.

Hyundai Kona - Arab Motor World (4)
Hyundai Kona - Arab Motor World (7)

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Hyundai’s New Emission-free Bus and Coach Purify Air as They Move

Hyundai FCEV on Electric Bus (2)

Hyundai Fuel Cell Electric Vehicle that purifies the air as it moves is the latest innovation from Hyundai Motor Company. The FCEV bus and coach charge in just 15 minutes and boast a driving range of 460km – roughly 6.5 times the charging efficiency of other battery electric mass transit vehicles on the market.

“Hyundai Motor Company has long recognized the importance of sustainability and strived to develop low-emission vehicles,” said Tony Kim, Head of Hyundai Commercial Vehicle Africa & Middle East Regional Headquarters.

“Ever since we launched a compressed natural gas bus in 2000, our work has brought about tangible outcomes and we have consistently taken the lead in meeting global demand for environmentally friendly transport.”

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Both models feature Hyundai’s world-leading proprietary fuel cell electric vehicle technology, as well as a button-driven gearbox and a digital cluster suitable for electric driving.

Boasting a futuristic appearance, they made a pilot operation at 2018 PyeongChang Winter Olympics.

Hyundai FCEV coaches and buses were designed by Hyundai Motor Company in response to increased competition between manufacturers. Hyundai Commercial Vehicle is developing various eco-friendly commercial vehicles, including fuel cell electric buses and battery electric buses suitable for various uses and environments.

“Global demand for commercial vehicles has been declining for the past three years and we anticipate this trend will continue throughout 2018,” said Kim.

“For this reason, competition amongst manufacturers has intensified. Having said that, Hyundai Commercial Vehicles Africa & Middle East exported about 6,000 units during the first half of this year – a figure that is almost double that shifted during the same period last year.”

Kim attributed CV’s healthy export record to two factors, adding: “We have won major fleet deals in Algeria, Saudi Arabia, and Morocco. We have also developed new markets, including Libya and some other African countries.”

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Hyundai Motor signs new multi-year agreement with AS Roma to become Global Automotive Partner

Hyundai Motor has announced a multi-year partnership with AS Roma, becoming the global automotive partner of the club. The Hyundai logo will be presented on the back of the famous red and gold jersey in all domestic competitions from next season until 2021.

Representing the first time that Hyundai has established such a partnership in the Italian football market, the brand will work closely with AS Roma to create a range of innovative initiatives and valuable benefits for the club’s supporters, aiming to bring ease to fans’ mobility and make football more accessible to them.

In activating the partnership, Hyundai will also be visible across the club on home match days in the form of LED perimeter advertising, at the club’s training ground and through a diverse social and digital media presence, among other rights.

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To celebrate the launch of the new partnership, AS Roma first-team players Edin Džeko, Javier Pastore, Bryan Cristante and Cengiz Ünder feature in a new video, filmed at the club’s Trigoria training facility. The video sees a group of dedicated supporters, invited for an exclusive behind-the-scenes tour, enjoy an extra special moment when they are unexpectedly surprised by the players during their visit and presented with personalised 2018/19 shirts.

Through this announcement, Hyundai extends its long-standing presence in football at the highest level, having been continuously engaged in national and international competitions for the last 20 years.

The partnership with AS Roma also adds to a growing portfolio of pan-European football club engagements, following recent sleeve sponsorship announcements with Chelsea FC of the English Premier League, Club Atlético de Madrid of La Liga and Hertha BSC of the Bundesliga.

Andreas-Christoph Hofmann, Vice President Marketing & Product at Hyundai Motor Europe, said:

“This partnership is another major milestone for Hyundai and adds to a growing list of domestic football sponsorships in capital cities across Europe following our deals with Chelsea FC, in London, Club Atlético de Madrid and Hertha BSC. AS Roma is another club with a hugely passionate fanbase that aligns with our strategy of placing fans at the heart of all our activities, and we look forward to giving back to these fans over the course of the upcoming season and beyond.”

Guido Fienga, Chief Operating Officer at AS Roma, said:

“We are delighted to be announcing our new partnership with Hyundai, one of the most successful automotive companies in the world. Our common ambitions for innovation and excellence have made it very easy to close this agreement. We shall be proud to wear the Hyundai name on the back of our shirts, and we look forward to working closely with Hyundai as they seek to entertain and engage our global fanbase.”

Hyundai has been a FIFA Top Partner since 1999, was engaged with UEFA for 18 years to 2017, and remains heavily involved with national teams as well as individual clubs in many countries, including Olympique Lyonnais in France and, from next season, Chelsea FC in the UK, Club Atlético de Madrid in Spain and Hertha BSC in Germany.

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Kona Iron Man Edition SUV Makes Global Debut at 2018 San Diego Comic-Con

Kona Iron Man Edition

“My armor’s maneuverable, fast, and lots of fun at parties,” – Tony Stark. In Stark-like fashion, Hyundai unveiled a special edition Iron Man -inspired Kona SUV on the opening day of San Diego Comic-Con 2018. Taking center stage at the Marvel booth, the Kona Iron Man Edition features both exterior and interior design elements that closely resemble and give a nod to the dynamic Iron Man suit. The Kona Iron Man Edition will be available to customers via a limited global production run. Production is scheduled to begin in December, with the first units available in the first quarter of 2019.

“Hyundai’s ongoing collaboration with Marvel is a great way for us to become a part of what people are interested in and engage with a highly passionate fan base,” said Vice President Minsoo Kim, head of Marketing Division, Hyundai Motor Company. “Our relationship is more than just product placement as we aim to create custom experiences that resonate with the Marvel audience. The Kona Iron Man Edition is a perfect example of blending our two worlds together into one special vehicle that we hope will excite fans of both brands all around the globe.”

“Seeing this car come to life is like wish fulfillment for so many of us,” said Mindy Hamilton, Marvel’s SVP of Global Partnerships & Marketing. “When you grow up reading comics, you dream of seeing that technology and those inventions become reality. We hope that everyone has just as much fun jumping into this one-of-a-kind vehicle as they would put on the actual Iron Man suit of armor!”

On the outside, the Kona Iron Man Edition has a unique front-lighting signature, including a custom daytime running light form that closely resembles the facemask and eye shape of the Iron Man suit. This shape is immediately recognizable and is one of the key design inspirations for Kona.

Besides the front fascia design and unique lighting signature, other Stark-like flourishes include an Iron Man mask motif on the roof, a unique V-shaped hood garnish, front-fender Iron Man mask badging, Stark Industries lower fascia and rear door decals, Iron Man-engraved headlamp internal surfaces, custom 18-inch alloy wheels with Iron Man mask center caps, an Iron Man engraving for the D-pillars, and a dark chrome front grille. The exterior color is an exclusive Iron Man red with matte gray.

Inside, Tony Stark’s signature adorns the instrument panel alongside a unique Iron Man shift lever knob, a special Head’s Up Display and center stack featuring Iron Man visual graphics, and a custom seat design.

The Kona Iron Man Edition is the latest project to emerge from the ongoing collaboration between Marvel and Hyundai. This summer, the all-new 2019 Veloster Turbo appears in Marvel Studios’ Ant-Man and The Wasp. That integration was accompanied by a fully integrated marketing campaign that included new commercials and an interactive sweepstakes offering fans a chance to attend a pre-release screening of the film.

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Hyundai’s New KONA to Bring Added Style to Popular SUV Range

Hyundai’s much-anticipated KONA subcompact SUV will officially arrive in Africa and Middle East markets from early August, with the company expecting the premium model will attract strong sales among younger and more style-conscious customers.

First launched in Europe during 2017, the KONA is envisioned as the perfect companion for an active urban lifestyle. It features a sleek, sharp design, and the bold front shares Hyundai’s new family identity with its signature Cascading Grille. Similar in size to the Creta, it will be a cool and confident new offering alongside Hyundai’s more family-oriented SUVs.

“The KONA is already a big hit in international markets and we are very excited to be bringing it to showrooms in our region,” said Mike Song, Hyundai’s Head of Operations for Africa and the Middle East. “The all-new model brings a completely new character to Hyundai’s very successful SUV line-up; fun, fashionable, and fully loaded with clever tech features. It presents a very dynamic image, making a direct appeal to younger drivers and to female customers.”

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The car, named after the Kona district in Hawaii, offers four-wheel drive, 7-speed DCT transmission, and Hyundai’s latest powertrains.

Besides its progressive design, the KONA offers a selection of the latest technology, making premium features more accessible for a convenient and safe driving experience. One new feature is a head-up display which projects key driving information directly into the driver’s line of sight. The eight-inch projected image has a class-leading luminance of 10,000 candela per-square-meter, which guarantees daytime visibility and supports safe driving.

The KONA will have its Africa and Middle East Launch in Jeddah, Saudi Arabia, in the first half of August.

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Hyundai Motor Company Invests in Autotalks to Develop Connectivity Technology for Increased Road Safety

Hyundai Motor Company has announced a strategic partnership with Autotalks, a leading technology company specialized in the manufacturing of Vehicle to Everything (V2X) communication chipsets. Hyundai Motor forms a strategic partnership with Autotalks through a direct investment to accelerate the development and deployment of the next generation chipset for connected cars.

V2X technology allows vehicles to communicate with one another, with other road users and road infrastructure, enhancing road safety and mobility. The main focus of any V2X solution is safety. As a reliable non-line-of-sight sensor working in all environments and weather conditions, it helps prevent road collisions and avoid dangerous situations. In manned vehicles, V2X systems convey important information to the driver in the form of alerts and notifications and can also actuate the vehicle in dangerous situations. In autonomous vehicles, V2X complements existing sensors, allowing them to make more informed decisions as well as easing their interaction with other road users.

“Connectivity is one of the core technologies that can be applied to smart city business models, as well as autonomous driving and infotainment,” said Yunseong Hwang, director of open innovation business group at Hyundai Motor Company. He added, “Hyundai Motor will continue to invest in disruptive technologies that are in line with Hyundai’s current and future strategic pillars.”

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Hagai Zyss, CEO of Autotalks, commented, “Having a top global car manufacturer such as Hyundai invest directly in Autotalks is not only a vote of confidence in the company, but a testament to the growing V2X market. Hyundai’s pursuit of cutting-edge communication and safety technologies is a perfect match with Autotalks’ leading V2X capabilities. The funding from Hyundai will fuel Autotalks’ technology roadmap as well as support our customers and partners all over the globe.”

Hyundai is expanding partnerships in the connectivity field to further strengthen connectivity technology vital to autonomous driving and explore new business opportunities within smart city infrastructure.

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Hyundai Hosts Female Saudi Drivers in Korea in Preparation for Kingdom’s Historic Change

Hyundai Women Drivers KSA SAudi

Three leading Saudi-based female influences have visited Korea as part of Hyundai’s outreach to women drivers in the Kingdom, and as brand ambassadors for the carmaker.

The three women include entrepreneur and lifestyle influencer Bayan Linjawi; radio presenter, travel blogger, and fashion lover, Shadia Abdul Aziz; and business-owner and fashion career coach, Reem Faisal.

During their tour of Korea they received detailed briefings about Hyundai and its products, and toured production, design and research facilities. The program gave them an understanding of the innovative and advanced thinking that underpins today’s Hyundai models, and also included opportunities to experience Korean culture and heritage.

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“This is an exciting moment for women drivers and for motoring in Saudi Arabia, and Hyundai is committed to playing an active part in this historic change,” said Hyundai’s Head of Operations for Africa and the Middle East, Mike Song. “Hyundai’s models will appeal strongly to women drivers from all walks of life, from younger more style conscious drivers, through to those who value practicality and quality. Our brand ambassadors are part of our strategy to highlight those qualities to women as they take their place behind the steering wheel.”

Hyundai has identified design and safety as key buying factors for Women drivers in Saudi Arabia, and offers these attributes in a variety of segments, including sedans and SUVs. It has identified established names including the Azera, Sonata and Tucson as key products to promote, as well as the new Kona premium compact SUV.

The brand ambassadors will use a selection of these Hyundai models as they join the first ranks of Saudi female drivers, and will share their experiences with fans and followers. Included in their roles will be being part of digital commercials, social media postings, and event appearances under the umbrella of Hyundai’s Saudi campaign #whatsnext #الجاي_احلى)).

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Hyundai Teams Up With Maroon 5 Ahead of 2018 FIFA World Cup Russia ™ Celebrations

Hyundai Motor Company, the Official Partner of the 2018 FIFA World Cup Russia™, has teamed up with multi-platinum GRAMMY Award-winning US pop rock band Maroon 5, to pay tribute to reggae legend Bob Marley by covering his iconic feel good hit ‘Three Little Birds’ for its new brand campaign.

With its laid back, positive vibes, Three Little Birds is the perfect song to encourage football fans to forget their worries and focus on the tournament as a whole; embracing it as a celebration of sport, rather than experiencing the highs and lows of each match. Hyundai and Maroon 5 wanted to keep as close to the original song as possible as a mark of respect for Bob Marley and to capture its original spirit of peace and freedom.

Shot on location in LA, the accompanying music video is the creative brainchild of critically acclaimed Korean-American film and music video director, Joseph Kahn who has worked with artists including: Lady Gaga, Dr Dre, Snoop Dogg, Mariah Carey, Destiny’s Child, Christina Aguilera, U2, George Michael and Kylie Minogue, to name a few. In 2003 he won a Grammy and MTV VMA for Eminem’s ‘Without You’. He also recently won a second Grammy for Best Music Video of 2015 for Taylor Swift’s ‘Bad Blood’ ft. Kendrick Lamar.

Joseph Kahn was also responsible for creating the new Hyundai television advert that will be broadcast during the 2018 FIFA WORLD CUP RUSSIA ™. Featuring Maroon 5 and shot against a football stadium backdrop, it shows the band performing their version of Three Little Birds while preventing some disasters from taking place.

The video is shot in a reggae designed world created to showcase the soul of a Maroon 5 performance. The silhouettes of the band are formed from natural materials including wood, stone, feathers and jewels, intercut with male and female reggae dancers bringing energy to the music.  The dancer’s bodies are then transformed into hundreds of miniature models of Hyundai’s new fuel cell electric vehicle, NEXO, driving in time to the beat, before being defined by beams of headlights illuminating their figures against a darkened background.

Maroon 5 said, “Bob Marley is one of the greatest artists in the history of music, he is truly a genius, so we were excited to be given the opportunity to cover ‘Three Little Birds” for Hyundai’s new campaign.”

Aside from music, football played a major role throughout the life of Bob Marley. He grew up playing the sport in fields and streets as well as in the recording studios. He supported Brazilian club Santos and idolized World Cup legend, Pelé. He famously said: ‘Football is a whole skill to itself. A whole world. A whole universe to itself. Me love it because you have to be skillful to play it! Freedom! Football is freedom.”

Head of Marketing Division, Hyundai Motor Company, Minsoo Kim said: “Hyundai has a long-standing history in football as a proud sponsor of FIFA since 1999. The partnership with Maroon 5 has allowed us to deliver a more innovative brand experience to our customers. For the 2018 FIFA World Cup Russia ™ Maroon 5’s modern take on Three Little Birds tells people to forget their worries; reflecting Hyundai’s new brand campaign, ‘Hyundai exists to enhance everyday lives with quality time’, which informs customers about using our smart technology to keep safe and worry free while on the roads.”

This year, as well as working with Maroon 5 to release Three Little Birds, Hyundai Motor has also created the ‘FIFA World Football Museum’ exploring the history of football and fan culture for fans. There are also a number of exciting competitions throughout the tournament that fans can enter to win amazing prizes, including Hyundai Cheering Stadium, Be There With Hyundai, Hyundai Predictor’ and ‘Hyundai Goal of the Tournament. For more information on each competition and how to enter, visit worldcup.hyundai.com.

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Hyundai Motor becomes Global Automotive Partner of Chelsea Football Club

Chelsea Football Club

Hyundai Motor announced a multi-year partnership with Chelsea Football Club, which will see the Hyundai brand logo presented on the sleeve of the new Blues jersey in all domestic competitions from next season until 2022, as the Global Automotive Partner.

The deal with Chelsea Football Club is the first time that Hyundai has ventured into the UK football market. The new partnership extends Hyundai’s long-standing presence in football at the highest level, having been continuously engaged in national and international competitions for the last 20 years.

Chelsea Football Club
Chelsea Football Club

With this partnership, Hyundai will not only be visible on the jersey but also through car displays at the club, home matchday presence including LED perimeter branding, and various media and digital content rights.

The announcement comes as Hyundai launches a new video featuring Chelsea Football Club stars Olivier Giroud, David Luiz and Tiémoué Bakayoko. The entertaining short film sees the Blues players attend a photoshoot unlike any they have experienced before, as a group of dedicated Chelsea fans take center stage and assume the roles more commonly associated with their club heroes.  Over the course of the partnership, Hyundai will work closely with Chelsea Football Club to develop a range of initiatives and benefits for the club’s supporters, as part of its ambition to bring ease to mobility and make football more accessible to fans.

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“For 20 years, Hyundai has been bringing the dynamism, passion and excitement of football to fans around the world. We are thrilled to begin a new partnership with Chelsea – a successful and ambitious club that matches the global scale and challenging spirit of Hyundai,” said Andreas-Christoph Hofmann, Vice President Marketing & Product at Hyundai Motor. He added, “Just as we always place the customer first, so we have always positioned fans at the heart of our activities throughout our long-running engagement in football. We will be taking the same approach with Chelsea fans as we kick off this new partnership. Along with our existing partnership with Olympique Lyonnais, this marks the start of a new pan-European sponsorship approach that will include other top clubs in Europe.”

Chelsea Commercial Director Chris Townsend OBE said, “We are delighted to be announcing our new partnership with Hyundai that will see this iconic brand appear on the sleeve of our match shirts from next season. At Chelsea we pride ourselves on partnering with some of the world’s leading companies and we look forward to working closely with Hyundai as they seek to reward, engage and entertain our global fanbase.”

The logo on the new jersey will be seen in action for the first time on July 23rd, as Chelsea head to Australia to play a friendly fixture against Perth Glory, ahead of the 18/19 season.

Hyundai has been a FIFA Top Partner since 1999, was engaged with UEFA for 18 years to 2017, and remains heavily involved with national teams as well as individual clubs, including Olympique Lyonnais in France among others.

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