From its foundation as an industrial challenger to its current status as a leader in future mobility, Hyundai Motor Company’s brand slogans have served as strategic markers of its journey. Each phrase captures the company’s ambitions, values, and market position at a specific point in time, reflecting its evolution from a manufacturer of affordable cars to a purveyor of innovative technology and design. The table below chronicles the key slogans that have defined Hyundai’s public identity across different eras.
Hyundai Brand Slogans Timeline
| Slogan | Era / Introduction | Core Message & Context |
|---|---|---|
| “Drive your way” | 1998 – Early 2000s | An early global campaign focusing on empowerment, freedom, and personal expression. It marked Hyundai’s push to build a more emotional connection with drivers worldwide as it expanded beyond its value reputation. |
| “Smart gets you there” | Early – Mid 2000s | Highlighted practicality, reliability, and intelligent value. This slogan reinforced Hyundai’s core reputation for building dependable, economical cars for everyday life during a key growth period. |
| “New Thinking, New Possibilities” | 2011 – 2021 | The decade-defining slogan that marked Hyundai’s strategic transition from a value brand to a leader in quality, design, and innovation. It launched with a global rebrand and coincided with dramatic product improvements and the creation of the Genesis luxury marque. |
| “Continue” | 2021 – Present | The current, minimalist global brand mantra. It signifies resilience, perpetual innovation, and Hyundai’s enduring journey toward sustainable mobility, advanced technology, and shaping future lifestyles beyond transportation. |
| “Next Awaits” | 2023 – Present (Campaign Focus) | A powerful campaign-specific tagline that actively builds anticipation for Hyundai’s future. It is prominently used to launch new electric vehicles (like the IONIQ line), highlight hydrogen technology, and frame the brand’s vision for robotics and advanced air mobility. |
Did you know??
Before its famous automotive slogans, Hyundai’s global identity was rooted in industrial might. The group’s founding ethos under Chung Ju-yung was captured in the phrase “Diligence, Thrift, and Trust.” This principle from its construction and shipbuilding origins quietly influenced the automaker’s early reputation for rugged durability and value, paving the way for later consumer-focused messaging.
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Hyundai Motor Group: Complete Corporate Portfolio
Hyundai Motor Group operates as a diversified global conglomerate with operations spanning automotive manufacturing, steel production, logistics, finance, and advanced robotics. This comprehensive overview details all major entities within the group’s ecosystem, complete with updated market data and organizational insights.
Core Automotive & Mobility Companies
1. Hyundai Motor Company (005380.KS)
The flagship automobile manufacturer that carries the Hyundai brand worldwide.
| Category | Details |
|---|---|
| Head Office | Seoul, South Korea |
| Founded | 1967 |
| Market Cap | ~$45-50 billion (Public) |
| Primary Business | Automotive manufacturing & sales |
| Key Fact | World’s 3rd largest automaker by production volume; operates the luxury Genesis brand and IONIQ electric vehicle sub-brand. |
| Control Structure | Publicly traded with cross-ownership by Hyundai Mobis and Kia Corporation. |
2. Kia Corporation (000270.KS)
The sister automotive company operating under Hyundai Motor Group’s umbrella.
| Category | Details |
|---|---|
| Head Office | Seoul, South Korea |
| Founded | 1944 (as Kyungsung Precision Industry) |
| Market Cap | ~$30-35 billion (Public) |
| Primary Business | Automotive manufacturing & sales |
| Key Fact | Known for bold design innovation and sporty positioning; operates independently but shares platforms and technology with Hyundai. |
| Ownership Note | Hyundai Motor Company holds approximately 33.88% of Kia shares. |
Critical Supply Chain & Components Companies
3. Hyundai Mobis (012330.KS)
The automotive components and modular systems powerhouse.
| Category | Details |
|---|---|
| Head Office | Seoul, South Korea |
| Founded | 1977 |
| Market Cap | ~$25-30 billion (Public) |
| Primary Business | Auto parts, modules, after-sales, and autonomous driving systems |
| Key Fact | Largest auto parts company in Korea; supplies approximately 70% of components for Hyundai and Kia vehicles. |
| Strategic Role | Holds significant shares in both Hyundai Motor and Kia, forming a key part of the group’s circular ownership structure. |
4. Hyundai Steel (004020.KS)
The vertically integrated steel production arm.
| Category | Details |
|---|---|
| Head Office | Seoul, South Korea |
| Founded | 1953 |
| Market Cap | ~$3-4 billion (Public) |
| Primary Business | Steel production and processing |
| Key Fact | Korea’s first integrated steel mill; supplies high-strength automotive steel to Hyundai and Kia factories. |
| Supply Chain Role | Provides critical raw material security and cost advantages for the group’s automotive operations. |
Logistics & Support Services
5. Hyundai Glovis (086280.KS)
The global logistics and supply chain management specialist.
| Category | Details |
|---|---|
| Head Office | Seoul, South Korea |
| Founded | 2001 |
| Market Cap | ~$12-15 billion (Public) |
| Primary Business | Logistics, shipping, and supply chain management |
| Key Fact | Operates one of the world’s largest fleets of vehicle carriers; manages the complex global distribution of Hyundai and Kia vehicles. |
| Scale | Handles over 7 million vehicles annually across global markets. |
6. Hyundai Capital Services
The group’s captive financial services provider.
| Category | Details |
|---|---|
| Head Office | Seoul, South Korea |
| Founded | 1993 |
| Market Status | Private (Wholly-owned subsidiary) |
| Primary Business | Automotive financing, leasing, insurance, and credit services |
| Key Fact | Provides critical financing options that support Hyundai and Kia vehicle sales worldwide. |
| Global Reach | Operates in over 20 countries including the US, Canada, China, and European markets. |
7. Hyundai AutoEver (307950.KS)
The information technology and digital solutions division.
| Category | Details |
|---|---|
| Head Office | Seoul, South Korea |
| Founded | 2000 |
| Market Cap | ~$1-2 billion (Public) |
| Primary Business | IT services, dealership management systems, and automotive software |
| Key Fact | Develops and maintains the digital infrastructure for Hyundai’s smart factories and global dealer networks. |
| Technology Focus | Specializes in connected car systems, manufacturing automation software, and sales platform solutions. |
Historically Connected Entities (Now Independent)
8. Hyundai Engineering & Construction (000720.KS)
The original company that founded the Hyundai conglomerate.
| Category | Details |
|---|---|
| Head Office | Seoul, South Korea |
| Founded | 1947 |
| Market Cap | ~$4-5 billion (Public) |
| Primary Business | Construction and engineering |
| Key Fact | Built much of South Korea’s modern infrastructure; separated from Hyundai Motor Group in 2002. |
| Historical Note | Founder Chung Ju-yung started with this construction company before expanding into automobiles. |
9. Hyundai Heavy Industries Group
The shipbuilding and heavy industrial conglomerate.
| Category | Details |
|---|---|
| Head Office | Ulsan, South Korea |
| Founded | 1972 |
| Market Status | Separate conglomerate (independent since 2002) |
| Primary Business | Shipbuilding, offshore engineering, and industrial equipment |
| Key Fact | World’s largest shipbuilding company; no longer part of Hyundai Motor Group but shares the Hyundai name and heritage. |
| Separation | Split from Hyundai Motor Group during the corporate restructuring following the 1997 Asian financial crisis. |
Future Technology & Strategic Investments
10. Boston Dynamics
The advanced robotics company acquired by Hyundai Motor Group.
| Category | Details |
|---|---|
| Head Office | Waltham, Massachusetts, USA |
| Founded | 1992 |
| Market Status | Private (Majority-owned by Hyundai Motor Group) |
| Primary Business | Robotics engineering and manufacturing |
| Key Fact | Famous for Spot® robot and Atlas® humanoid robot; represents Hyundai’s expansion into future mobility solutions beyond automobiles. |
| Acquisition | Hyundai acquired controlling interest in 2021 for approximately $1.1 billion. |
Did you know??
The unique circular ownership structure of Hyundai Motor Group—where Hyundai Mobis holds shares in Hyundai Motor, which holds shares in Kia, which in turn holds shares in Hyundai Mobis—creates a stable control framework while minimizing the need for large capital investments by the controlling family. This structure has allowed the Chung family to maintain leadership with less than 5% direct ownership in the core automotive companies.
Organizational Structure Summary
Parent Entity: Hyundai Motor Group (Holding Company)
Group Chairman: Chung Euisun (since October 2020)
Total Employees: Approximately 250,000 worldwide
Global Operations: Manufacturing facilities in 10 countries, R&D centers in 7 countries
Revenue (Group): Approximately $140-150 billion annually
Key Strategic Divisions:
- Automotive Division: Hyundai, Kia, Genesis
- Components & Logistics: Mobis, Glovis, Steel
- Financial Services: Hyundai Capital
- Future Mobility: Boston Dynamics, Urban Air Mobility division
- Support Services: AutoEver, other subsidiaries
This diversified yet integrated structure allows Hyundai Motor Group to control everything from raw materials (steel) to final customer financing, creating significant competitive advantages in cost control, quality assurance, and supply chain resilience.
Frequently Asked Questions (FAQs)
Q1: What is the current slogan of Hyundai?
Hyundai’s official global brand slogan is “Continue.” Its most active and forward-facing campaign tagline is “Next Awaits,” which is used to introduce its latest technologies and vehicles.
Q2: What was Hyundai’s most famous slogan?
The slogan “New Thinking, New Possibilities” (2011-2021) is widely regarded as its most famous and transformative. It successfully rebranded Hyundai as an innovative, design-forward automaker and was used during a period of unprecedented global growth and quality recognition.
Q3: What is Hyundai’s luxury line called?
Hyundai’s standalone luxury vehicle brand is called Genesis. Launched as a global brand in 2015, it operates with distinct dealerships, models (e.g., G80, GV80, G90), and its own brand philosophy of “Korean Luxury.”
Q4: What does the Hyundai brand stand for today?
Today, Hyundai stands for human-centered progress and sustainable mobility. It represents innovation in electric & hydrogen fuel cell vehicles, advanced design, autonomous driving technology, and a broader vision that expands into robotics, smart cities, and advanced air mobility (AAM).
Q5: Is Kia a sub-brand of Hyundai?
No, it is a sister company. Both Hyundai Motor Company and Kia Corporation are separate, publicly traded automakers operating under the overarching Hyundai Motor Group. They share R&D, platforms, and some components but maintain distinct brand identities, designs, marketing, and dealer networks.
Q6: Does Hyundai own 100% of Kia?
No. Hyundai Motor Company owns a significant controlling stake (approximately 33.88%) in Kia Corporation. This cross-shareholding structure solidifies their alliance under the Hyundai Motor Group umbrella, but Kia remains a separately listed entity.
Q7: Is Kia owned by Honda?
No. This is a common misconception. Honda is a completely independent Japanese automaker. Kia is a South Korean company and a core pillar of the Hyundai Motor Group, which is a separate global conglomerate with no ownership ties to Honda.
Q8: Does Kia use Hyundai engines?
Yes, they share powertrains and platforms extensively. As part of the same group, Hyundai and Kia collaborate on core engineering. Many models share base engines, transmissions, and vehicle architectures. However, each brand applies its own tuning, design, and technology features to differentiate the driving experience and style.