To establish a better-defined future, brands delve into their archives to gain a deeper understanding of their rich heritage. Hyundai has been at the forefront of this pursuit. This year, the automotive brand unveils its Heritage project, an initiative that revisits its most iconic moments.
The project is ushered in by its inaugural car, the Pony, first released in 1974. Being the first car ever to be produced in Korea, the model was a milestone moment for Hyundai. it also transformed the country’s automotive industry while elevating many Koreans’ lives. Channeling the daring, and monumental, spirit of the Pony, it was fitting that the brand kicks off the Heritage project with the model at the forefront.
“Within this rapid transition in the mobility industry, there was a need to further solidify the unique, unchanging identity of Hyundai Motor,” says Sungwon Jee, Senior Vice President and Chief Marketing Officer of Hyundai Motor Company. “We believe the Heritage project will serve as a north star in setting the brand’s future direction.”
The first Heritage project activation was the “Hyundai Reunion” held in Villa Pliniana in Lake Como, Italy in May where the brand showcased a rebuilt Pony Coupe concept nearly 50 years after its introduction at the 1974 Turin Motor Show. Since then, the brand has held numerous activations such as the PONY, the timeless exhibition as well as RETRACE, its print publication series that focuses on its history, and has now unveiled Pony – The Next Chapter chronicling its legacy whilst looking to the future of the brand.
You can watch Pony – The Next Chapter in the video shown at the top. To get the latest updates on the Heritage project, follow Hyundai on Instagram.
