For engineering and manufacturing know-how, Hyundai hired former British Leyland man Sir George Turnbull, from England. Turnbull used a Morris Marina as a base for Hyundai’s first car. Because Hyundai had yet to build its own powerplant, the company used an engine and transmission from Mitsubishi. And for the design, which would be the most critical component of the company’s first car, Hyundai hiredHyundai Pony designer Giorgetto Giugiaro at work.
This is part of the playbook for most other automakers, but it has not been the case for Hyundai. The Germans relentlessly trot out their history, and their invention of the internal combustion engine, and their Nurburgring, and their Ferdinands and Karls and Gottliebs. The Brits summoned the Swinging London glamor of their bygone automotive era with the rebooted Mini. Even Detroit hails its past, with varied success.
But now that is changing, and it’s pleasing to see. Hyundai – and Korea – should be proud of their up-from-nothing story. I often say that South Korea has compressed about 150 years of development into 50 years – something no other country has done. The 45 EV concept showing in Frankfurt next week is another sign that Hyundai is finally becoming comfortable showcasing its past. Another is the exceptional Hyundairecently produced by Philippe Jourdain, Brand Strategy & ATL Team Leader at Hyundai Motor Europe, and Innocean Worldwide Europe, Hyundai’s advertising agency.
Still think hydrogen is better
Meh.