[Interview] Jiseongwon, Executive Director at Hyundai Motor: "From Dad's Car to Future Car... It Took Long but Felt Rewarding"

Unifying Inconsistent Fonts and Colors
The Meeting of Palisade and BTS
Finding Direction from the Past to the Present: Heritage Project
Better to Have Negative Comments than No Comments
Secret to Maintaining Trendy Sensibility

Editor's Note[Hyundai Motor Company, Over the Mobility] is content that summarizes the innovation secrets behind Hyundai Motor Group's rise to the global third position. Historically, countries leading the automotive industry have dominated the global economic hegemony. As the crown jewel of manufacturing, the automotive industry exerts comprehensive influence in terms of technological advancement, exports, and employment. While Hyundai Motor Company was once a fast follower, it has now emerged as a first mover leading the industry. We deliver the past, present, and future addresses of Hyundai Motor Company as experienced in global reporting sites. This series is scheduled to be published as a book after 40 installments.

[Interview] Jiseongwon, Executive Director at Hyundai Motor: "From Dad's Car to Future Car... It Took Long but Felt Rewarding"

Jiseongwon, Executive Vice President of Hyundai Motor Brand Marketing Division. Photo by Hyundai Motor Company

"These days, when I hear people say Hyundai Motor Company is doing well in brand marketing, it makes me feel good. Changing a brand's image doesn't happen overnight. It took more than 10 years of collective effort from the entire organization."

On the 25th of last month, Jiseongwon, Executive Vice President of Hyundai Motor Company's Brand Marketing Division, said this at the Gangnam-daero headquarters. Until about 10 years ago, when EVP Ji joined Hyundai, the public perception was limited to 'dad's car,' 'cost-effective car,' or 'domestic car.' However, recent surveys on Hyundai's brand image most frequently return the answer 'future car equipped with advanced technology.' This is the result of steady efforts in quality improvement, technological advancement, consistent branding, and delivering a unified message to the public over the past decade.

EVP Ji analyzed Hyundai's past brand image as follows: In the 1970s, it was the nation's representative people's car; in the 1980s, a cost-effective mass-market car; and in the 1990s, a global car focused on quality. Since 2010, Hyundai has mobilized company-wide brand marketing capabilities to transform into a more innovative and progressive image. He said, "The brand image we aim for can be understood through the vision of 'Progress for Humanity.' We consistently wanted to convey the message of a brand that constantly evolves, placing 'people' as the ultimate purpose of progress."

Unifying 'Inconsistent' Fonts and Colors

First, he started by unifying the communication tools used to engage with the public. For example, unifying the fonts and colors used in print and video advertisements. Until about 10 years ago, the fonts used in advertisements by regional headquarters in the U.S., Europe, India, and Korea were all different. Even the brand color blue had subtle differences. Unifying these communication tools was an initial focus. EVP Ji said, "In the past, marketing communication principles and styles varied by region. As Hyundai grew into a global company, sharing common assets to set the same mindset and goals was more important than anything."

Through successive brand marketing projects?such as brand campaign ads conveying the message of progress for humanity, the PyeongChang Olympic promotional pavilion highlighting hydrogen energy and future mobility vision, and presentations at CES 2018 showcasing Hyundai as a smart mobility solutions company?the brand began to be newly imprinted on the public. EVP Ji recalled, "Although these projects were well-received, early feedback often said, 'It was good because it didn't feel Hyundai-like,' which was personally a very painful feedback."

The phrase 'not Hyundai-like' made them reconsider what 'Hyundai-like' meant. Until then, Hyundai's image had been masculine, old-fashioned, cost-effective, and a people's car. EVP Ji and the brand team members felt a drastic measure was needed to break this perception. The project devised was the collaboration with BTS, which lasted four years starting in 2018.

The Meeting of Palisade and BTS

Hyundai selected BTS as the global ambassador for the Palisade, a typical family large sport utility vehicle (SUV). At the LA Auto Show's new car launch event, BTS introduced the Palisade through a video, capturing the attention of the global MZ generation (Millennials + Generation Z). When BTS appeared riding the Palisade at the 2019 Grammy Awards ceremony, it was broadcast worldwide.

However, there were skeptical views, joking that "the only commonality between BTS and the Palisade is that both have seven seats," questioning the combination. EVP Ji explained, "We chose BTS as the Palisade model because we needed to change the image associated with 'family' to that of 'youth.' It was the optimal choice to break out of everyone's expected categories."

Another key keyword in this project was 'authenticity.' EVP Ji said, "Since BTS can easily afford expensive luxury cars, their genuine appearance driving a Korean brand car they campaign for would be much more powerful. In this regard, the ARMY (BTS's fan club) and their agency HYBE fully understood and supported us."

This project played a significant role in attracting young consumers' interest and improving Hyundai's image. By exposing the Palisade on the global stage, it not only promoted the individual model but also widely conveyed messages about hydrogen energy, carbon neutrality, and the importance of sustainable development to the younger generation.

BTS, who served as the global brand ambassadors for Hyundai Motor Company's Palisade in 2018. Photo by Hyundai Motor Company

Finding Direction from the Past to the Present… Heritage Project

Another project he devoted great effort to was the 'Heritage Project,' which sought Hyundai's roots. In the automotive industry with over 100 years of engine development history, Hyundai, with less than 60 years, is a relatively young brand. However, at the turning point where the market paradigm is shifting to electric vehicles, Hyundai is classified as a traditional brand. With emerging new electric vehicle companies like Tesla in the U.S., and BYD, Xiaopeng, NIO in China, Hyundai has become another role model they refer to.

EVP Ji said, "At the point when the market's main focus shifts to electrification, the meaning and boundaries of benchmarking disappear. As all automakers stand at the same starting line in the electrification era, it's no longer a time to follow others but to benchmark ourselves."

The Pony Heritage Project, which began in 2021, took two years. It published the 'Retrace Series,' a publication containing hidden stories behind the development of the Pony and its historical significance in popularizing cars in Korea, and held a separate exhibition. Piecing together memories from about 50 years ago and gathering materials was more challenging than expected. Without thorough verification, the project's meaning could have been diluted. EVP Ji said, "We met dozens of seniors, shared meals, and listened to old stories. While it was meaningful to communicate facts about Hyundai externally that we hadn't known, internally it was an opportunity to find our roots and boost employees' pride."

Publication documenting the history of Hyundai Motor Company's Pony, "Retrace Series". Provided by Hyundai Motor Company

Hyundai Motor Company Holds 'Time of Pony' Exhibition. Photo by Hyundai Motor Company

Better to Have Negative Comments than No Comments

Although Hyundai has successfully transformed its image into an advanced mobility company on the global stage, domestically it still hasn't completely shed the image of an 'old man’s brand' or an affordable domestic car. Given Hyundai's overwhelming market share of over 40% as a single brand in the domestic passenger car market, interest in the brand is high, and there are many anti-fans.

Regarding the domestic market image, EVP Ji laughed and said, "Negative comments are better than no comments." He mentioned that even negative opinions are accepted as advice for the brand from a marketing perspective. He also emphasized that attracting consumer attention is paramount. He said, "Until about 10 years ago, Hyundai was busy explaining itself to domestic consumers' criticisms, but now our attitude has changed significantly to accept constructive suggestions and actively reflect them." He added, "If we can satisfy Korean consumers who have a high understanding of brands and technology, we believe we can prove our competitiveness anywhere in the world."

As he said, Korea is a market with demanding consumer requirements and high exposure to various brands. EVP Ji explained that from a domestic marketing perspective, Hyundai's competitors are not just other car brands but all brands. According to the Korea Information and Communication Promotion Association, as of 2024, the smartphone penetration rate among Koreans aged 13 and above is 95.3%, an overwhelming figure compared to other countries. This underscores the importance of fast-paced mobile marketing in the Korean market.

EVP Ji said, "There is research showing that the average person views over 500 digital contents daily. The domestic market is fiercely competitive among all brands." He continued, "The era when brands led with 'Look at the plans we made' is over. Now is the era of 'going-to-the-customer marketing,' where we follow issues consumers like and embed our brand content within them."

Dogbility image created by AI for Hyundai Motor Company's April Fools' Day marketing. Photo by Hyundai Motor Company

Secret to Maintaining Trendy Sensibility

EVP Ji rides the subway at least once a week to observe people's clothing, behavior, and interests. He checks which brands are trending, which local commercial districts are booming, and what advertisements are displayed on subway station billboards to grasp trends around us. He makes sure to visit famous exhibitions even if it means adjusting his schedule. He also deliberately chooses meeting places in trendy spots where young people gather, such as Seongsu-dong, Hannam, and Itaewon.

He said, "When I travel on weekends or to distant places, I always take the subway and observe what people wear and watch. The brands I frequently encounter may reflect personal tastes, so I need to understand the public's tastes beyond that. That process is very enjoyable."

As a marketer, he also relies heavily on the help of young team members to maintain a sophisticated sensibility. Over 70% of the Hyundai Motor Company Brand Marketing Division's staff are in their 20s and 30s. EVP Ji listens carefully to young employees' opinions and creates an environment where they can freely realize their ideas. One project realized through this approach is the 'Night Fishing Project' released in 2024.

Hyundai created a new genre called 'snack movie' with the short film Night Fishing. The film was shot from the perspective of a camera mounted on a car's side mirror, with a short runtime under 10 minutes and a ticket price of 1,000 KRW. It attracted over 46,000 viewers during its 5-week screening. It won the Best Editing Award at the Fantasia International Film Festival and swept eight awards at the 2024 Korea Advertising Awards.

EVP Ji said, "I always listen to young team members' opinions and actively support projects they lead. Also, listening to and collaborating with external partners like Innocean is very important. If I had come up with ideas alone, fresh ideas breaking existing formats like the Night Fishing Project would have been difficult."