Hyundai Motor Group unveils art cars in New York City to back Busan's 2030 World Expo bid

Hyundai Motor Group has unveiled its plans for an upcoming exhibition and road tour consisting of a total of 20 art cars in the dynamic backdrop of an American icon, New York City. This initiative is aimed at extending support to Busan, a bustling South Korean city, in its bid to host the 2030 World Expo.

Hyundai Motor intends to present a captivating fleet of art cars that prominently feature Hyundai Motor's all-electric IONIQ 5 and IONIQ 6 models, along with the luxurious Electrified G80 sedan from the Genesis brand. These vehicles will be transformed into mobile canvases, adorned with graffiti artwork meticulously crafted by the renowned Korean artist known as 'JAY FLOW.' Through these artistic expressions, Hyundai is hoping that these cars will vividly convey the energetic essence of Busan, using a palette of colorful designs that depict the city's iconic landmarks while also proudly proclaiming the slogan 'BUSAN is Ready’.

The dates when the exhibit will be displayed are also crucial as it is in alignment with the eagerly awaited UN General Assembly High-level Week of 2023. The art car exhibition and road tour are scheduled to take place from September 17 to September 22. Hyundai Motor Group’s plan is to host the art car exhibition at the Genesis House New York, situated within the vibrant cultural and artistic enclave of Manhattan's Meatpacking District, along with prominent New York landmarks such as Times Square. New York is only the tip of the iceberg for the art car’s journey as it has already been to Jakarta, Indonesia, during the ASEAN Summit as well as New Delhi, India, during G20-related events in the past week.

The primary motivation for Hyundai’s campaign is to provide support for Busan's pursuit of hosting the World Expo. The Hyundai Motor Group is backing Busan’s pursuit by deploying art cars in major cities across the globe, orchestrating bid support initiatives during international events, and emphasizing Busan's dedication to achieving a carbon-neutral expo, complete with eco-friendly transportation options for delegations from the Bureau International des Expositions (BIE).

Aside from the art cars, the Hyundai Motor Group has also produced other forms of content and media in support of Busan’s World Expo campaign. These include more than 80 pieces of media, including concise videos and informative infographics tailored for social media platforms. 

Notably, the Hyundai Motor Group collaborated with both Busan residents and foreigners residing in Korea to craft two distinct series of promotional videos. These videos, which were unveiled previously in June, achieved a remarkable milestone, amassing over 100 million global views within a mere three months of their release. Only time will tell if these efforts will culminate into a hosting opportunity for Busan, today, we can marvel at the intense support and art which came out of this campaign.