"Hyundai Motor Accelerates Future Car Development: Why They Partnered with Sony Pictures"

[Asia Economy Reporter Suyeon Woo] Hyundai Motor Company has partnered with the global entertainment media group Sony Pictures. Through this partnership, both companies have announced a short-term plan to showcase Hyundai’s new vehicles and new technologies in the upcoming Spider-Man 3 series, and it appears to be a step toward strengthening proactive content collaboration in preparation for the era of full autonomous driving in the long term.

On the 28th, Hyundai Motor Company and Sony Pictures held a strategic partnership signing event at Sony Pictures Studios located in Culver City, Los Angeles, USA. Attendees included Jowon Hong, Vice President and Head of Hyundai Motor’s Customer Experience Division, and Jeffrey Godzik, Vice President and Global Partner Manager of Sony Pictures Entertainment, among others.

Initially, both companies plan to feature Hyundai’s mobility vision, new vehicles, and new technologies in Sony Pictures’ upcoming films such as "Uncharted" (July 2021), "Spider-Man 3" (November 2021), and the sequel to the animation "Spider-Man: Into the Spider-Verse" (October 2022).

In particular, Hyundai’s human-centered future mobility vision and the concept of a new mobility solution, which were unveiled at CES 2020, the world’s largest consumer electronics and IT exhibition held in January, will be introduced through the films.

Hyundai’s new mobility solution concept centers on utilizing the sky as a new transportation route through UAM (Urban Air Mobility) and connecting eco-friendly mobility means PBV (Purpose Built Vehicle), which satisfy passengers’ lifestyles, with Hubs (mobility transfer points) located throughout future cities to build a single mobility ecosystem.

(From left) Jo Wonhong, Vice President and Head of Customer Experience Division at Hyundai Motor Company, and Jeffrey Godzik, Vice President of Global Partnerships at Sony Pictures Entertainment, are posing for a commemorative photo. Photo by Hyundai Motor Company

Additionally, Hyundai and Sony Pictures will strengthen collaboration in enhancing in-vehicle entertainment in preparation for the era of full autonomous driving. Previously, Hyundai set the direction for a personalized customer experience strategy based on electrification as "STYLE SET FREE."

In the era of full autonomous driving, since there will be no need to drive, the importance of diverse content and entertainment that can be enjoyed inside the vehicle will increase. Tesla, a strong competitor of Hyundai in the future car sector, already allows users to watch Netflix, YouTube, Hulu, and more directly on the console while the vehicle is parked. Until now, entertainment content could be viewed only when the vehicle was parked, but in the upcoming era of full autonomous driving, it is expected that various entertainment options will be available even while the vehicle is in operation.

A Hyundai Motor Company official said, "Through this partnership, we hope to have an opportunity to easily inform the public about Hyundai’s human-centered future mobility vision through diverse content," adding, "We will continue to make multifaceted efforts to promote Hyundai’s unique future mobility vision."

This content was produced with the assistance of AI translation services.