There are few automobile brands in the world that have experienced as rapid a rise as Hyundai in the last two decades. And during a recent trip to South Korea, we were given a glimpse of how far Hyundai has come, seeing first hand how the brand develops and produces vehicles in their brand new MotorStudio in Goyang.
Over the last three years, Hyundai has been opening brand experience centers called the 'MotorStudio' to give customers a deeper insight into how the Korean automaker develops and produces products for the global market. Currently, there are five MotorStudios which are located in: Gangnam, Moscow, Hanam, Seoul and Goyang.
The striking new Goyang 'studio' was designed by Austrian firm Delugan Meissl to respond to Hyundai's 'modern premium' brand strategy. Fully incorporating "Global Dealership Space Identity" (GDSI), the definition of quality encompassing technology, functionality, design, comfort and sustainability.
The interactive showroom allows the public to experience virtually all Hyundai vehicles from its current lineup in more 'museum style' display not typical of a car showroom. The brand center actually allows visitors to not only see, but also touch and hear. In addition, the Goyang complex also houses a service facility where customers can actually leave their cars for servicing while exploring the place.
In the main exhibition entitled 'Into the Car' gives a better understanding on how Hyundai develops their cars through a multi-sensory experience from iron ore to an actual vehicle.
In terms of safety, Hyundai showcases its airbag technology as well as an interactive crash simulation which takes visitors on a virtual crash test. This highlights its commitment to in-car safety as well as pedestrian safety.
For the design element, Hyundai chose to convey the message through the use of a metal poles which are programmed to make different shapes through gentle movements; eventually forming the shape of a car. A visual representation of its 'fluidic sculpture' design language.
The tour ends with a 4D screening of the Hyundai i20 WRC car in action on a rally stage to show off the brand's performance prowess through one of the toughest motorsport competitions.
The Motor Studio facility communicates Hyundai's identity as a formidable force in the global automotive industry; a presence that has come a very long way in the last 20 years. Through its foundation as a steel company (Hyundai Steel) and decades of experience in the auto industry to newer subsidiaries such as Mobis, a tech subsidiary dealing with driving science, expect to Hyundai produce more advanced vehicles in the years to come.