Hyundai launches a new ‘Progress’ campaign to tell us it got where it is by taking risks for fifty years, and it will continue to do so.
The rise and rise of Hyundai (and Kia) has been impressive by any measure, and Hyundai are keen to tell us that progressive spirit will move them forward in the future, as it has in the past.
A new communications campaign (yes, that’s what it is) is called ‘Progress’ – with a tag line of ‘Next Awaits’ – and Hyundai has also reached out to Reggie Perrin’s CJ to let us know it intends to tackle the future with the same ethos as it has for more than fifty years.
‘We didn’t get where we are today’, say Hyundai, without a willingness to take risks and lead where other follow. Perhaps they should have used another CJ quote too – ‘I avoid cliches like the plague’?
But it’s a valid claim from a car maker now mature enough to revel in its success to build more success, having gone from a cold start in car production in 1967 it is now the world’s sixth biggest car maker, and its Ulsan assembly plant – which was guided at the start by former Austin Morris MD George Turnbull – is the world’s largest integrated car manufacturing facility with an annual capacity of 1.6 million.
The ‘Progress’ promo video (below) shows how Hyundai has evolved, and you can expect more to come with a focus on EVs, Hydrogen, Hybrid and more as a pointer to the future.