[Rudra Sen]

Despite a jet-lagged morning entry into Seoul’s Incheon Airport, one could not help but notice the effortless efficiency all around. Get this – the entire checkout process was under 20 minutes. No wonder that this airport has been rated the best airport worldwide by Airports Council International....for 7 years in a row (2005–2012).

I settled back into the ‘noiseless’ hum of the Hyundai iMAX minivan for an hour long ride to the Intercontinental Seoul Coex.



Our efficient tour operator told me to take a nap to recover from my fatigue.

Being the first day, we had a team introduction and dinner at the famous Seoul tower top restaurant, N Grill.
It was nice meeting participants from eight other countries, each one of us in anticipation of the next few days, its learnings and surprises.

[Rudra Sen]

The First Day

Our day started in the Hyundai HQ’s conference room with a short presentation by Frank Ahrens, Vice President & Head of Corporate Communications, on the company’s history and where they are headed for the future.



There were a few cars displayed on the ground floor:








Kia models on display as well:






Here’s a timeline of Hyundai's amazing track record, with every year of the last 20 a milestone. If we look back from where they started in '67, and where they are today, it'll give us an overall idea of Hyundai's momentum:

1967 – Hyundai Motor Company was established.

1968 – Signs licensing agreement with Ford UK for CKD assembly of the Ford Cortina.

1974 – Introduced Hyundai’s first proprietary car - Pony - at the Turin Motor Show.

1976 – Exported the Pony (to Ecuador) for the first time.

1981 - Signed technical alliance with Mitsubishi.

1983 – Hyundai Auto Canada starts operations.

1986 – Entered the US market with budget car, the Excel. Launched Hyundai Grandeur (rebadged Mitsubishi Debonair).

1988 – Launched the Sonata.

1991 – Launched their first proprietary 4-cylinder petrol engine, the Alpha. Developed first pure electric vehicle, also a Sonata.

1994 – Launched Accent (Verna).

1995 – Launched their 2nd 4-cylinder petrol engine, the Beta. Opened Jeonju plant for commercial vehicles.

1996 – Opened R&D Center at Namyang, Korea. Achieved cumulative sales of 10 million units. Opened Asan Plant. Launched Tiburon (coupe).

1997 – Opened first overseas plant HAOS in Turkey. Launched Atos. Introduced 4-cylinder petrol engine, the Epsilon.

1998 – Opened Hyundai Motor Plant in India. Launched all aluminium V6 engine, the Delta. Acquired KIA Motor Corporation.

1999 – Launched Equus (Centennial) & Trajet.

2000 – Strategic alliance with Daimler-Chrysler. Hyundai Motor Group formed. HQ moved to Yangjae-dong, Seoul. Introduced D-1, first diesel engine for passenger cars.

2001 – Introduced Santa Fe fuel-cell electric vehicle.

2002 – Opened Hyundai-Kia Design & Technical Center at Irvine, CA. Launched Getz. Established Beijing Hyundai Motor Co. Signed global engine alliance with Daimler-Chrysler & Mitsubishi.

2003 – Opened Hyundai Motor Technical Center in Rüsselsheim, Germany.

2004 – Achieved cumulative exports of 10 million units. Developed Tucson Fuel-Cell vehicle & Getz petrol–electric hybrid.

2005 – Opened California Proving Ground. Opened US plant, HMMA. Opened Eco-Technology Research Institute in Mabuk, Korea.

2006 – Launched Veracruz.

2007 – Launched i10 in India. Launched Genesis.

2008 – Opened 2nd plant in India, doubled its installed capacity from 300,000 units to 600,000. Opened 2nd plant in China. Opened plant in Czech Republic, the HMMC. Launched Genesis coupe. Introduced new R-Diesel engine. Tau included among 2009 Ward’s (Ward's AutoWorld) 10 best diesel engines. Launched Avante LPi Hybrid, Hyundai’s 1st hybrid car.

2010 – Genesis awarded the North American Car of the Year. Unveiled Sonata Hybrid. Unveiled BlueOn, their first electric vehicle. Opened plant in Russia, the HMMR. Introduced 8-speed automatic transmission. Started building its third plant in China.

2011 – Launched Eon in India. Introduced CNG hybrid bus. Started building plant in Brazil, HMB. Launched Velostar. Launched i40.

2012 – Elantra awarded North American Car of the Year title. Opened plant in Brazil, HMB.

2013 – Started mass production of ix35 Fuel Cell.

[Rudra Sen]

The Hyundai Steel Plant in Dangjin, Chungnam

Thereafter, we were bussed out in a Hyundai (naturally!) to a steel plant.



This is where a Hyundai car starts its life. The only other auto manufacturer that can boast of this level of integration is our homegrown Tata Motors. The Hyundai Steel Plant is almost fully automated...from the transporting in of iron ore to the final product.

Note: Photography is prohibited in the Hyundai factory and R&D Center. All these pictures were sourced from their official photographers and the Discover Hyundai archive.

Environmental-friendliness has become a key area of competition for steelmakers as governments are stiffening regulations to save energy and fight climate change.

Hyundai Steel, Korea’s second-largest steel mill, is leading the effort to reduce carbon emissions with its new integrated plant.



The company installed the world’s first enclosed raw material processing system as part of its efforts to build a world-class eco-friendly steelworks.



In Hyundai Steel’s system, all movement of materials from ship to processing facilities occur on enclosed conveyor belts. In addition, the materials are stored in dome-shaped stores cutting off all contact with open air, addressing the problem of dust from coal and other materials (a major pollutant associated with steelworks) at the source.



In addition, unlike open air storage, the facilities do not require expensive nets for trapping dust & water treatment works to process rain water that carries away raw materials. The plant’s enclosed storage facilities also allow the company to lower fuel costs.





According to Hyundai Steel, the facilities maintain the water content of the materials constant at between 6 to 8%. In contrast, materials stored outside can contain up to 14% water during the rainy season and need to be evaporated, leading to additional fuel costs.





The effect of eco-friendly technologies isn't limited to the more obvious benefits of reducing pollution, but extends to the productivity as well.

[Rudra Sen]

Hyundai Hysco

Hyundai Hysco manufactures automotive steel sheets, steel pipes & cold rolled products in Korea, apart from other parts used for home appliances and construction materials. They work in tandem with Hyundai Motors and their R&D division (more on this later) on developing lighter, stronger auto steel parts.

The Hyundai Asan Plant

An amazing place where one can see a car made in less than a minute. A huge factory floor where we hardly get to see any human being; instead, a band of robots are systematically doing their work.

This plant has an annual capacity of 300,000 units.

The sheet metal is stamped, welded and given an appropriate form. The chassis is fitted with the engine, suspension and steering assembly. Then, the finished body goes through the paint process and is fitted with the chassis.

In the final stage, human workers take over and install the electronics, interior parts, wheels etc.



















A huge LG screen hanging above displayed that 16 cars were ready on the floor at 12.20 pm. This was in the 20 minutes that we were there!

As a final aside, Hyundai also makes the orange line of Sonatas specifically for their city’s taxi fleet.

[Rudra Sen]

Hyundai’s Namyang R&D Center

A much anticipated trip to Hyundai’s Namyang R&D center began with surrendered cameras and cell phones...which was understandable. This is the nerve-center of every Hyundai & Kia car. Among others, the Hyundai Eon was developed here. This technology research complex is equipped with planning, design and powertrain centers, as well as wind tunnel, crash and driving test facilities.

The R&D center's proving ground has areas simulating 71 different types of road conditions, including a 4 km high speed track. Hyundai has a wind tunnel capable of testing speeds up to 200 kph.

A wide range of powerplants - from small 1 liter petrols to diesel engines for commercial vehicles - are developed at Namyang. Impressive for a company that was only using Mitsubishi engines till the eighties. The Namyang R&D center is responsible for designing transmissions, including the CVT variety & 8-speed Automatics. Located here is a crash testing facility that can simulate multiple types of accidents.

Trivia : Test mules that reach the end-of-life stage are recycled here

The i20 WRC was designed at the Namyang R&D Center:

[Rudra Sen]

The Hyundai Museum

The rounds began with the Hyundai museum where we saw a series of cars, starting with their very first...the Hyundai Pony (1976). Security officers allowed us to use our mobile phone camera.

[Rudra Sen]

A presentation by Casey Hyun, Creative Design Manager

Hyundai is currently concentrating their designs based on two different shapes for the Fluidic lines; one is the wing and the other is a hexagon. These two shapes are already incorporated in their current range. Below, I have tried to demonstrate how they blend in with the overall design:






KIA GT - Turbocharged 3.3-liter V-6 engine mated to an eight-speed automatic transmission. The concept has 395 horsepower:

Image Source

HND-9 VENACE - Equipped with a 3.3-liter turbo GDi engine and 8-speed auto transmission. Has 365 horses on tap:

Image Source

WRC i20 - Several updates were made on the aerodynamics, chassis and cooling system. Collaboration between Hyundai’s R&D Center in Korea, Hyundai’s Alzenau Center, Germany and Hyundai WRC Principal Michel Nandan:

Image Source

Overview of the functions (by vertical):

Design Center

• Design > Sketching > Rendering
• Scale Modeling > Digital Modeling
• Virtual Reality Presentation
• 1:1 Scale Clay Modeling
• Design Analysis > Design Analysis > Colour Design Analysis
• Noise, Vibration & Harshness Analysis
• Durability Analysis
• Crash Analysis

Design Engineering

• Body Structure Design
• Functional & Trim Design
• Chassis Design Package Layout & Ergonomics
• Powertrain Performance & Functional Tests
• Hot Climatic Wind Tunnel
• Cold Climatic Wind Tunnel
• Snow & Rain Climatic Wind Tunnel
• Noise, Vibration and Harshness
• Electromagnetic Test Chamber
• Corrosion Chamber

Driving Tests

• High Speed Track
• Multi-Purpose Road
• Belgian Road
• Low-Friction Road
• Dust Tunnel
• Other Condition Roads

Safety Tests

• Computer Simulation
• Actual Crash Tests

[Rudra Sen]

Lunch was at the Rolling Hills Hotel, some distance away from the R&D center, where Indians from the team were treated to Chana Masala, Rotis, Dahi and fresh green chillies!

Post lunch, Philippe Jourdain from the brand strategy team met with us.



In his presentation, we saw a few TV commercials for the brand, and some famous logos that were half masked for us to identify. My feeling from this presentation was whether Hyundai is trying to be one of the world’s most recognisable brands like Rolex, Starbucks and Apple.

As the second most successful car brand in India, Hyundai is moving in the right lane. Consider this : Hyundai was once known as a bargain basement manufacturer (especially with crude products like the Excel). Today, their reliability easily matches that of the Japanese, and Hyundai actually beats them when it comes to interior quality & features. Cars like the new i10, i20, Verna & Elantra are either at the top of their respective segments, or very close.

Disclaimer: Hyundai invited Team-BHP for the Discover Hyundai Program. They covered all the expenses for this event.
__________________

[GTO]

Thread moved from the Assembly Line to the Int'l Scene. Thanks for sharing!

[vb-saan]

Thanks for the virtual tour! Very informative indeed.

Originally Posted by Rudra Sen

In his presentation, we saw a few TV commercials for the brand, and some famous logos that were half masked for us to identify. My feeling from this presentation was whether Hyundai is trying to be one of the world’s most recognisable brands like Rolex, Starbucks and Apple.

As the second most successful car brand in India, Hyundai is moving in the right lane.

Very true! A few years back this brand was known as a wannabe Honda, and in this short span they have evolved so much and probably moved ahead of many big names, including Honda. And globally they’re doing very well in building distinct brand identities for both Hyundai and KIA.

[ajay_satpute]

Great stuff Rudra. Enjoyed every bit of the report.

Any inside info on Hyundai's next few years' plans for India?

[rangarx]

It is indeed a privileage to be part of this tour and what is really great is, you guys share it here so that the community can feel the same. Awesome. Only a chosed few ever gets an opportunity to travel to and feel such places in person! Thanks for sharing with us.

[SS-Traveller]

That's a brilliant pictorial report of Hyundai's Korean operations. Thanks for sharing.

Was there any discussion with respect to their India operations? Any idea about what has changed over the last 15 years within their top management which looks after the India operations? There is a clearly palpable change in attitude by HMIL (deteriorating customer friendliness) - I wonder why.

[anujmishra]

So, you are in land of Hyundai for this presentation. Even, I am here for one year. This decade most of the South Korean companies are putting effort to make a mark on world with different branding strategy. Hyundai is most recognizable car brand in Korea and they almost build all kind of vehicles for Korea (Bus, Small Trucks, UV, SUV, Luxury Cars, Sedans, Compact cars and so on).

I am coming this country for long, and I just admire their fit and finish quality for their local products. Your pictorial report is brilliant. Thanks for sharing.

[shubhamAT]

That's an amazing report, Rudra. From their museum it looks like their earlier offerings were "inspired" by Hondas and Toyotas of that era. After 30+ years they have designs that are not only original, but good looking too. I hope this success does not get into their head and they continue with their customer focused approach. Having owned a Hyundai for last 5 years i see that even though they don't really come with fresh ideas (Veloster being an exception) , when they do offer something it is usually priced lesser than the competition with more features per dollar.

On a different note, how much patronage does SK Govt give to such mega companies ? What car does the SK Head of State ride in ?