Hyundai Elantra: Seriously Korean

Hyundai’s new Elantra was the perfect blend of precise Korean engineering and beautiful Korean design. But it would be facing headwinds in the global market: according to a 2018 survey of more than 1,200 consumers in the United States, China, and Vietnam, Korea-made products still lacked a concrete reputation among global consumers despite surpassing Japanese and German auto brands in quality rankings. To launch its new Elantra, Hyundai needed to convince consumers that it knew design and quality better than anyone.

Our point of view was that Hyundai’s automotive reputation could be enhanced through a uniquely Korean ethos and spirit. Our approach was to use the Elantra as a metaphor for the Korean lifestyle, the right amount of seriousness mixed with lots of fun. We showcase Korea’s vibrant way of doing things, drawing from across culture — inspired by K-pop music, fashion, and beauty. By highlighting this youthful, quirky energy and unmatched taste, we transfer this excitement to the Hyundai Elantra.

DESIGNERS:
Jae Won Kim, Woojin Chung, Jacob Lindell

EDITOR:
Ben Ross

MUSIC:
NCT U