Hyundai Motor has teamed up with the media group Sony Pictures Entertainment to showcase its innovative future mobility vision in the upcoming film “Spider-Man: Across the Spider-Verse,” to be released on June 21.
In 2020, Hyundai Motor struck a strategic partnership with Sony Pictures and conducted a variety of marking activities utilizing Sony Pictures’ intellectual properties so customers can experience the new products, new technologies and the direction of mobility through diverse media platforms, such as films, animations and digital content.
The appearance of diverse mobility solutions in the latest film is expected to become the subject of attention from audiences.
Some examples include "Flying Prophecy," a concept car based on the company's electric vehicle IONIQ 6 design, a purpose-built vehicle, an advanced air mobility and a mobility transfer base hub.
Hyundai Motor Design Center and Brand Marketing Headquarters had closely cooperated from an early stage of product development with Sony Pictures to realize such a dynamic features of future mobility in the animation film.
In particular, Hyundai Motor designers and Sony Pictures animators portrayed features of a future city in 2099 and mobility in the film through creative methods coupled with design imagination and technologies.
Prior to the release of the film, Hyundai Motor is holding a special exhibition under the theme “Spider-Man” at Hyundai Motor Studios in Goyang, north of Seoul, until the end of August.
The IONIQ 6 handing on the web of Spider-Man and exhibits, embodying a door leading to the Multiverse in the film are expected to bring excitement to spectators.
Chairman of Chung Eui-sun of Hyundai Motor Group and Italian legendary designer Giorgetto Giugiaro pose at “Hyundai Reunion” event in Lake Como, Italy, in which the Recreated Pony Coupe Concept was unveiled on May 18. (Photos: Hyundai Motor)
Hyundai Motor Opens Heritage Exhibition ‘PONY, the Timeless’
Hyundai Motor Company on June 8 announced its first heritage exhibition ‘PONY, the timeless’ at Hyundai Motor Studios Seoul.
The exhibition is presented as part of the newly launched Hyundai Heritage project that reflects on the past and future of the brand, and will open to the general public from June 9.
The project also heralds the publication of RETRACE, a collection book and magazine series that celebrates the brand’s heritage.
The opening celebration took place on June 7 with VIP guests from various industries, including art, fashion, and architecture.
The event included presentations about Hyundai’s Heritage project, the exhibition, and the RETRACE Series, and also featured a performance from the band Jannabi.
Joining the event were Chung Eui-sun, Executive Chair of Hyundai Motor Group, Chang Jae-hoon, President and CEO of Hyundai Motor Company, and many former members of Hyundai who enabled the creation of Pony.
“In an age when artificial intelligence and robotics have a profound impact on the way we live and work, we wanted to take the opportunity to reflect on the core purpose of the company and the direction of our future. In seeking the answer, we looked back at our roots and what made us the company we are today,” said Executive Chair Chung.
“We realized that Hyundai Motor was shaped by the experience and mindset that we accumulated while developing the Pony, Korea’s first independently developed mass-production model.”
The exhibition follows the inaugural Hyundai Reunion event in Lake Como, Italy in May, where the restored Pony Coupe Concept was unveiled nearly 50 years after its debut at the 1974 Turin Motor Show.
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