Brand Story

and Style


Use the links or just continue scrolling to learn more about

where we've come from and where we're going...


First, some history.

Hyundai Timeline - slide 1

Brand Timeline

Click to the the right to follow our story:

(in progress)


Modern Premium

We exist to enhance people's lives.


Brand Manifesto

We exist to enhance people’s lives.
Because we believe that life’s most remarkable moments and experiences
Weren’t meant for a select few, but for all.

We think beyond product and technology to create meaningful experiences.
By challenging the standards of design and workmanship,
Leading a new era of customer care,
And rethinking the future of mobility.

Looking forward,
We believe in a world where mobility will enhance life
And will be defined by people, for people.
With our unyielding can-do spirit,
We will be steadfast in pursuit of this vision,
For we do not seek to satisfy the few,
But to be loved by many.

Brand Essence


Simplifying what's complicated, while focusing on the most important necessities. Modern Premium is all about realizing the values and experiences that meet customer needs in a simpler but more perfect way, and seeking to use them in a more simplified and convenient way.


For change and innovation that best provides the most important necessities. The creative thinking that Modern Premium seeks is about providing actual benefits to the customer while addressing their needs in the smartest and most efficient way.


Cars that care for the driver with heightened reliability, a safer environment and emotional value. The care that is reflected in Hyundai Motor's Modern Premium delivers our concern and consideration through emotional values.

Corporate Philosophy
Hyundai Motor Company
Core Values
Management Philosophy

Hyundai Motor Company’s most fundamental reason for being, and the foundation for its continued existence.

Core Values

Guiding principles for employee behavior and decision making that are essential to realizing our management philosophy and vision.


Hyundai Motor Company’s goal for the next decade that will be followed through with concrete business strategies and action plans.

Management Philosophy
Unlimited Sense of Responsibility
Realization of Possibilities

Realize the dream of mankind by creating a new future through ingenious thinking and continuously challenging new frontiers.

Core Values

We promote a customer-driven corporate culture by providing the best quality and impeccable service with all of our effort aimed at satisfying our customers.


We refuse to be complacent, embrace every opportunity for greater challenge, and are confident in achieving our goals with unwavering passion and ingenuity.


We create synergy through a sense of “togetherness” that is fostered by mutual communication and cooperation within the company and with our business partners.


We believe that the future of our organization lies in the hearts and capabilities of individual members and will help them develop their potential by creating a corporate culture that respects talent.


We respect the diversity of cultures and customs, aspire to be the world’s best at what we do, and strive to become a respected global corporate citizen.

Hyundai Nexo Fuel Cell Electric Vehicle (FCEV)
Vision 2020
Lifetime partner in automobiles and beyond.

Hyundai Motor Group established a new vision, “Together for a better future.” in order to fulfill its role and responsibility as a trusted global firm. Hyundai Motor Company defined its vision of being a “Lifetime partner in automobiles and beyond” to come one step closer to its customers and become their beloved brand. A car is no longer simply a means of transportation that links people to people; it has become a life space that occupies a central role in people’s lives. As such, Hyundai Motor Company seeks to become a lifetime partner in the everyday lives of customers. At this very moment, It is developing eco-friendly and human-oriented technologies for the future and setting up optimized global management systems in order to provide the best experience to its customers.

Bring a new perspective to automobiles
Innovative mobility solutions
Human-centric, eco-friendly technologies and services
Bring a new perspective to automobiles

We want to expand the concept of the automobile from the simple means of transportation that it is now, to a new space that connects people to their families, work, and society. By transforming the automobile into a happy space that people can rely on anywhere and at any time, we aim to add new value to the traditional car.

Style and Design 

Get an elegant overview of Hyundai and Modern Premium in this beautiful style book created to inspire, inform and enlighten you.

Design Philosophy

A visionary design inspired by nature, art and human passion in the most creative and appealing form.

Fluidic Sculpture

A dynamic and living beauty. The essence beyond the sculpture.

Great designs can considerably increase the value of advanced technologies by making them shine. ‘Fluidic Sculpture’ is Hyundai Motor’s design philosophy which aspires to create advanced designs. Fluidic Sculpture’ takes its inspiration from nature and through a unique process turns this inspiration into a great design. The end result embodies nature’s vibrant energy and dynamism. Breaking down the barriers between art and automobile design, ‘Fluidic Sculpture’ has given a unique design identity to Hyundai Motor.

Hyundai Motor introduced ‘Fluidic Sculpture’ to the world in 2009, with the launch of Sonata which received overwhelmingly positive reviews for its unique and stunning look. Hyundai Motor subsequently announced 'Fluidic Sculpture 2.0’ and has been applying it to its new models since 2013.

Human Machine Interface (HMI)

Reading your mind with the most advanced HMI-based design technology.

Hyundai Motor’s design philosophy goes beyond aesthetics by eliminating the unnecessary and incorporating all of the necessary elements into a great design. Although Hyundai Motor is known for its striking exterior designs, every aspect of the design is carefully thought through, especially the interior design, to ensure great ergonomics which leads to exceptional comfort for drivers and passengers alike.

Clustering and placing buttons in the most convenient locations, fine-tuning the design to a tenth of an inch and using materials that convey a sense of refinement when touched are all parts of Hyundai Motor’s design practice based on Human Machine Interface (HMI) principles. Following the HMI principles, Hyundai Motor is creating interior designs that are simple, intuitive and ergonomic which leads to higher levels of emotional satisfaction.

Openness for safety


Hyundai Motor’s spacious, roomy interior offers plenty of space to provide an expanded field of vision and viewing comfort by considering driver’s eye sight in its elevated design. From the shape of every seat to the location of the instrument cluster features, our design efficiently maximizes both practicality and driving safety. Hyundai Motor’s creative innovation in the concept car area further aims to integrate a high-tech camera in place of the side mirror for an even wider view.

Unlimited growth potential leveraging five senses


With future development of automotive technology, Hyundai Motor will embrace the new concept of the Human Machine Interface (HMI) with innovative technology to leverage the essential five senses of man. In addition to the latest CES event showing the possibilities of IT technology converging with a smart car, Hyundai Motor promises a brighter future by creating sensual and dynamic experiences with the emerging voice recognition, motion recognition and touch technology.


Creating designs embodying the DNA of ‘Modern Premium’


Hyundai Motor’s designers working in Korea, the US, Germany, China, Japan and India, each bring their own unique perspective, a key source of inspiration and competitiveness. Needless to say, designer’s imagination is the earth from which innovative new designs blossoms. Aiming to stimulate the creativity of its designers, Hyundai Motor recently launched ‘My Baby’ projects for both Korea-based and overseas based designers.

The main design team at Namyang Technology Research Center is also collaborating with overseas design studios in Europe, the US and Japan, in order to strengthen their competitiveness. Hyundai Motor will continue to support various projects to create innovative new designs which are engaging and satisfying for our customers.

Designing the future of automobiles


Creative ideas that break the mold, the thrill of challenging the norm, cutting-edge technology and the ability to understand people’s desires enable the Design Center to gauge future megatrends. Our global design network draws upon inspiration from major cities in the US, Europe, Japan, China and India to predict and lead worldwide trends.

And then, there was

Hyundai Somerset West on Social Media

Contact Us

021 851 7373

3 Industria Street, Gants Centre, Somerset West 7130

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The information contained on this website is an overview intended for awareness purposes only. Visuals may show specifications, accessories and options not available in South Africa. Left-hand drive models might be shown. All prices shown are recommended retail prices, do not constitute a quotation and are not binding on the Dealers or Hyundai Automotive South Africa. The recommended retail price excludes Dealer delivery and related charges. All product features, specifications and options are subject to change without notice. Dimensions, capacities and performance specifications apply to standard vehicles and are provided directly by Hyundai Motor Corporation in Korea and may therefore differ from local models available. Hyundai Automotive South Africa urges you always to contact your nearest approved Hyundai Dealer to confirm specific features, applicable terms and the non-binding retail prices of vehicles recommended by Hyundai Automotive South Africa in effect at the time of purchase.