Hyundai’s corporate vision is a simple one: Progress for Humanity. Yet, those three seemingly simple words encapsulate what Hyundai was, is, and will be. With a logo that symbolizes two people shaking hands in an act of mutual respect and trust, the mobility company has expanded that to cover the value of humanity altogether; one that strengthens relationships and connection.
This leads them to their vision of the future of mobility—one where Hyundai understands what people want in life and to take on the task of maximizing each minute; to make sure that every single moment is truly worthwhile and rewarding regardless of culture. In short, it’s all about connecting people with quality time.
The first is through the opening of so-called City Stores in a bid to bring the brand to where people typically go on their free time: the mall.
Anchored to a traditional full-service 3S dealership, the City Store concept focuses on offering an interactive and tangible brand experience by using technology such as augmented reality. It also offers a new car display, customer waiting lounge, and even sales consultation rooms—all located conveniently in the middle of a shopping mall. Some locations even offer complimentary EV charging. Three locations—one in Luzon, one in Visayas, and one in Mindanao have been identified by Hyundai Motor Philippines and will be opened soon.
The second way Hyundai brings its brand closer to people is via its Hyundai Motorstudio.
There are no sales agents here, no brochures, no sales agents. Instead, Hyundai Motorstudio is a space that brings something intangible (brand vision and ideology) and transforms it into something that can be perceived by the five senses.
Currently, there are four in Korea: Goyang, Seoul, Hanam, and Busan, while elsewhere around the world, there’s one in Moscow, Beijing, and the one we paid a visit to: Senayan Park in Indonesia.
Not as big as the one found in Goyang, which is Korea’s biggest automotive theme park, Hyundai Motorstudio Senayan Park has a different theme as well. Rather than focusing on how its vehicles are made, here, it is a space that showcases the Korean brand’s vision for the future. Visitors are greeted by large LED walls that display media art exploring three central themes: human movement, figurative forms, and emerging technologies.
The six rotating displays are: Tribes, where people are shown moving together forming connections for common goals; Re:Cycle, where plastic waste discarded into the sea can be made into sustainable material; Made By Humans, an expression of human creativity; We Are All Unique, a celebration of human diversity; Run Forever, a visualization of eco-friendly technology for a clean mobility society; and Hyundai x BTS, a collaboration with the biggest K-pop group to raise awareness and inspiration to make meaningful life changes.
For visitors who have a bit more time, they can take Hyundai’s EVs out for a spin with their Drive Out program, or participate in several workshops that focus on upcycling. At these IDR 80,000 (P 300) workshops, participants can transform leather used in Hyundai vehicles into card holders or keychains, or pots using discarded coffee grounds.
And on the subject of coffee, Hyundai Motorstudio Senayan Park has one of the best places to get caffeinated in Jakarta. 1/15 Coffee serves fresh local coffee and light snacks overlooking an enormous lake that surrounds the Senayan Park Mall or SPARK. Tables are outfitted with wireless chargers, so even smart devices can get juiced up. There’s even a lounge-like communal space where people can gather together or even listen to scheduled Master Talks.
Unlike Hyundai Motorstudio Goyang which is located outside Seoul, Hyundai Motorstudio Senayan Park is conveniently located in one of the poshest shopping malls in Jakarta. This alone makes it worth a visit.