Hyundai Motor Unveils 'Hyundai Mobility Adventure'... Targeting MZ Generation with Metaverse

Hyundai Motor Company offers virtual customer experience content where users can experience the mobility envisioned by Hyundai on 'Roblox,' a leading global metaverse platform.

Photo by Hyundai Motor Company

Hyundai Motor Company offers virtual customer experience content where users can explore the mobility envisioned by Hyundai on 'Roblox,' a leading global metaverse platform.

Photo by Hyundai Motor Company

[Asia Economy Reporter Ki-min Lee] Hyundai Motor Company announced on the 1st that it will provide virtual customer experience content where users can experience the mobility envisioned by Hyundai Motor on 'Roblox,' a global representative metaverse platform.

The metaverse is a compound word of Meta, meaning virtual or transcendence, and Universe, meaning the real world, referring to a mixed reality where virtual and real interact. Roblox is an online entertainment platform enjoyed by approximately 43.2 million global users daily and is very popular in North America and Europe.

Hyundai Motor is the first global automobile brand to implement a total of five virtual spaces on Roblox under the theme 'Hyundai Mobility Adventure.' Starting from the open beta of the pilot service on this day, it first unveils ▲Future Mobility City and ▲Festival Square. Then, after the official opening next month, ▲Eco Forest powered by IONIQ will be added. Within this year, ▲Racing Park powered by N and ▲Smart Tech Campus will be sequentially released.

Users can directly drive vehicles in the virtual world or experience future mobility such as Urban Air Mobility (UAM), Purpose Built Vehicles (PBV), and robotics through metaverse content in advance. Additionally, it is designed to freely enjoy the lifestyle of the virtual world with exploration, mini-games, and social networking functions reflecting the preferences of the MZ generation.

Hyundai Motor’s strategy is to actively communicate with the MZ generation, who are potential future customers, through customer-friendly virtual experience content, while strengthening its high-tech image and firmly establishing itself as a brand equipped with leading future technologies.

During the open beta period, Korean and English will be provided as default languages, and Spanish will be added at the official opening in October. In the future, in line with the interactive nature of the metaverse, open innovation projects such as soliciting content improvement ideas through user participation and collaborative translation will be conducted to provide an optimal environment that allows diverse global consumers to use the platform smoothly.

Thomas Schimiera, Vice President and Head of Hyundai Motor’s Customer Experience Division, said, "By utilizing the next-generation customer experience platform ‘Hyundai Mobility Adventure,’ we will provide more friendly and innovative content to MZ generation customers to build continuous relationships and expand Hyundai Motor’s fan base." He added, "We plan to continuously promote various activities linked with the metaverse platform, such as new car launches and introductions to future mobility."

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