Hyundai Launches Stella & Sonata Heritage Campaign
Exhibition Held at "Picnic" Cultural Venue in Namsan, Seoul
Hyundai Motor Company announced on September 25 that it will launch a heritage campaign for the Sonata and its predecessor, the Stella, to celebrate the 40th anniversary of the Sonata's release.
The Stella, launched in 1983, was Hyundai's second proprietary passenger car following the Pony and marked the beginning of the company's midsize sedan lineup. The Sonata, introduced in 1985 as the highest trim model of the Stella, has become one of Hyundai's flagship models, with cumulative sales approaching 10 million units over eight generations.
Hyundai Motor Company will hold the "By Your Side - Stella & Sonata" exhibition, showcasing the restored "Stella 88" vehicle and related archives, at the greenhouse space of the "Picnic" cultural venue in Namsan, Seoul, until January 4 next year. During the same period, Hyundai will also participate as a sponsor of the "Hilton Seoul Autobiography" exhibition held in the main building of Picnic.
Visitors will be able to view the restored "Stella 88" special edition, which was originally released in 1988 to commemorate the Seoul Olympics, as well as restoration blueprints, design sketches, advertisements, catalogs, and other historical materials related to the Stella and Sonata.
The exhibition is free of charge, and Hyundai Motor Company customers who verify their status through the MyHyundai App or with their car key can also receive a discounted admission to the "Hilton Seoul Autobiography" exhibition in the main building.
In addition, Hyundai Motor Company will publish "Retrace Magazine: Stella & Sonata," the second installment following "Retrace Magazine: Pony" released in 2023. The new magazine features stories from customers and employees about the Stella and Sonata. To commemorate the magazine's publication, a book talk event will be held at Hyundai Motorstudio Seoul on October 18, where readers can discuss behind-the-scenes stories of vehicle development and key episodes from the magazine.
A Hyundai Motor Company representative stated, "The restoration of the Stella 88 was not only about recreating the past, but also about revisiting the dedication and efforts of past employees in developing proprietary technologies. We hope this will be an opportunity to reflect on the value of the long-standing relationships built with customers through the Stella and Sonata over the years."
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