Hyundai Teases Retro-Inspired All-New Grandeur

by Aug 26, 2022All News, Hyundai, Slider0 comments

Hyundai Motor Company has teamed up with Netflix on the new car chase movie ‘Seoul Vibe’ by supplying the film with various retro models from the 1980s. The film is set to release globally on Netflix today.

Set during the 1988 Seoul Olympics, ‘Seoul Vibe’ features Hyundai’s first-generation Grandeur (Azera), Pony Pickup, Porter light truck, and old sedans, such as second-generation Sonata, Stellar, and Cortina, etc. Plus, an all-star Korean cast, including Ah-in Yoo, Kyung-pyo Go, Kyoo-hyung Lee, Ju-hyun Park, Seong-wu Ong and Jung-se Oh is leading the dynamic flow of the story. Hyundai Motor also provided a shooting location at Hyundai Wonhyoro Service Center. 

This fast-paced movie is revved up with breath-taking driving scenes of Hyundai retro models, including a modified Pony Pickup with the engine from Grandeur (Azera), used by a crew of talented drivers as they join a slush fund investigation operation. A white-colored first-generation Grandeur is also featured in the movie, symbolizing its pioneering status as the Korea’s flagship premium model. These two retro models, which gained huge popularity back in the 1980s, combine the beauty of retro and new, and act as a bridge between generations. 

In addition, Hyundai plans to unveil the silhouette of the all-new Grandeur (Azera) in photographs, through a cinematic digital advertisement in a spin-off version of ‘Seoul Vibe,’ utilizing the story and cast of the movie. The digital advertisement spotlights the ever-evolving innovation of Grandeur, from the past to the future, and provides hidden hints about the upcoming model that is expected to launch at the end of this year. The advertisement will be available through major digital channels such as YouTube and Instagram.

“Through close collaboration with Netflix from the early stages of production, we endeavored to provide a unique atmosphere for our historic vehicles and locations with a newtro (new+retro) vibe that will appeal to every generation, including Millennial and Gen Z audiences,” said Thomas Schemera, Executive Vice President, Global Chief Marketing Officer and Head of Customer Experience Division at Hyundai Motor Company. “We will continue to explore exhilarating opportunities for our customers to experience and engage with our brand through various partnerships and innovative content.”  

With the film’s release, Hyundai Motor is also launching diverse experiential marketing content on digital channels, targeting millennial and Gen Z consumers and spotlighting the hipness of the brand’s retro models featured in the movie.

To this end, Hyundai Motor also recreated the garage shown in the film on ZEPETO, the global metaverse platform, to provide a virtual experience space where visitors can assemble and drive the vehicles featured in the movie through the driving zone themed ‘Seoul Vibe.’ Plus, users will be able to meet Yoon-hee (Ju-hyun Park), a character in the movie, as a NPC (non-player character), and join a vlog event, using the first-generation Grandeur. 

Written by Jose Antonio López

Passionated about Korean cars from Hyundai, Kia & Genesis. Photographer. I love being in nature, hiking. Tech lover.

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