Hyundai arrives in Piccadilly Circus

The very much on the up Korean car maker Hyundai has joined the select band of international companies lighting up Piccadilly Circus, replacing Sanyo on the iconic billboard.

If you want a clear sign of how mainstream Hyundai has become, the news that it’s taken over the iconic billboard display in Piccadilly Circus from Sanyo is as much evidence as you need.

Piccadilly Circus is the UK version of Times Square, and the neon signs have been a splash of international colour washing over Eros for a century, during which time there have been just fifty brands showcasing their wares to the 50 million or more passing Londoners – and visitors – every year, not counting the millions more who see the signs on Piccadilly Circus postcards that still wing their way round the world.

The new Hyundai spot – which has been the Sanyo space for the last 33 years – is the last of the spaces to rely on neon lights to get its message across. It’s believed that Sanyo decided to give up its space as it didn’t want to upgrade its space to the new LED screens, and Hyundai is the first new face on the Piccadilly Circus billboards for 20 years.

Understandably, Hyundai are mighty chuffed to be joining iconic brands on one of the world’s greatest advertising showcases, joining brands like Coca-Cola who have been alight in Piccadilly Circus since 1955. Hyundai’s UK MD, Tony Whitehorn, said:

We are delighted to have achieved such a prestigious space in the heart of such a vibrant city. It is a rare opportunity for our brand to become part of the London landscape and to engage with millions of global consumers on a daily basis.

Only fifty brands have advertised on this site over its 100 year history and adding Hyundai to that list shows just how far the brand has come in recent years. It represents a significant investment for Hyundai and highlights just how important the UK is to the Hyundai business.

It’s estimated that the cost to Hyundai could be as much as £5 million a year to add their message to the world in Piccadilly Circus, but that’s a small price to pay for the profile – and kudos – of being considered a real world brand.

Which Hyundai is certainly becoming – just ask VW boss Martin Winterkorn.