Hyundai and Marvel Studios have come together to launch the next big phase of Hyundai’s “Question Everything” marketing blitz. This first-ever co-branded creative campaign introduces the all-new 2022 Tucson in exciting new spots featuring Marvel characters from four different Disney+ series.

The custom creative developed and produced by Marvel Studios brings adventure, mischief and magic to the Hyundai campaign by asking thought-provoking questions within the worlds of The Falcon and The Winter Soldier, Loki, WandaVision and What If…?.

“The Marvel Cinematic Universe has captivated audiences and it’s an incredible opportunity to utilize their characters and storylines with custom creative for the all-new Tucson,” said Angela Zepeda, CMO, Hyundai Motor America. “This promotional partnership elevates our biggest launch campaign ever which showcases how we questioned every detail and assumption when developing the 2022 Tucson—resulting in our most innovative and technologically advanced vehicle to date.”

“We were dedicated to creating custom content calibrated to the precise needs of Hyundai,” said Mindy Hamilton, senior vice president of partnership marketing at The Walt Disney Company. “We scripted, produced and managed creative for all three spots—a point of differentiation in the marketplace. The result is a sophisticated, compelling creative campaign that we’re incredibly proud of and believe will resonate with Marvel fans.”

Elizabeth Olsen, Anthony Mackie and Tom Hiddleston star in their own series-specific vignettes. The campaign’s storytelling connects seamlessly to the narratives of the characters’ Disney+ series.

The Marvel Partnerships team collaborated closely with Hyundai’s media agency, Canvas Worldwide, and advertising agency, INNOCEAN USA, who developed the original “Question Everything” platform.

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Hyundai Motor Company continues to grow its global brand value and stature among automakers, according to Interbrand’s Best Global Brands 2020. The survey shows Hyundai Motor’s global brand value up 1 percent year-on-year to $14.3 billion, ranking fifth among global automotive brands and 36th overall despite recessionary market conditions caused by the COVID-19 pandemic.

 

Hyundai Motor has listed within Interbrand’s top 40 global companies for six consecutive years. Since entering the ranks of the top 100 companies in terms of brand value in 2005, Hyundai Motor has remained in the top 100 for 15 consecutive years.

“Hyundai Motor Company’s brand value rise can be attributed to its substantial expansion of future mobility business and continuous investments in its brand, such as the announcement of its dedicated electric vehicle brand IONIQ,” said Mike Rocha, Interbrand Brand Valuation Global Director. “We have positively valued the company’s active and proactive approach to the market changes as a sustainable brand, encompassing its expansion of online sales channels, rapid response to social contribution activities, an actual increase in sales of battery-electric and fuel-cell electric vehicles.”

Hyundai Motor’s commitment to mobility electrification was most recently demonstrated with the launch of its dedicated EV brand IONIQ. Under IONIQ, the company will leverage its industry-leading manufacturing know-how in EVs to introduce three new dedicated models over the next four years with more innovative models to follow. The creation of IONIQ lineup brand is in response to the fast-growing market demand and accelerates Hyundai’s plan to lead the global EV market.

Hyundai Motor’s investment in hydrogen fuel cell technology has also bolstered its position in the rapidly changing transportation sector. The company recently delivered the first seven units of the world’s first mass-produced fuel cell electric heavy-duty truck to customers in Switzerland, with a total of 50 hitting the roads there this year. Production capacity for fuel-cell trucks will reach 2,000 units per year by 2021 to support its expansion into Europe, the U.S., and China as demand for clean mobility grows.

The company is striving to solve urban traffic challenges and highlighting an innovative new mobility paradigm via its urban air mobility (UAM) business. To strengthen its competitiveness in robotics, autonomous driving technologies, and other future mobility business areas, and to establish itself as a pioneer of the future mobility industry, it is signing research and development collaboration schemes with diverse open innovation labs around the world.

Also in response to COVID-19 conditions, Hyundai Motor has carried out various social contribution activities for customers who are suffering from the aftermath of the pandemic around the world. The company has provided vehicle support for hygiene products, transportation of patients and medical personnel, and various financial and service benefits for its customers.

These activities helped Hyundai Motor become the only automotive company on the list to see its brand value rise this year. As a result, the company’s ranking on the list rose by one spot from last year to fifth among global automotive companies.

The global brand consulting firm Interbrand conducts an annual evaluation of major multinational brands to release its Best Global Brands rankings. Each brand’s present value is arrived at following a comprehensive assessment of its fiscal and marketing operations, which are used to calculate its future revenue.

2020 Ranking of Automotive Brands among Top 100 Global Brands

Ranking	Brand	Brand Value (in $100,000 unit)		2020	2019
			Compared to 2019	Overall Ranking	Overall Ranking	Ranking among Automakers
1	Toyota	515.95	-8%	7	7	1
2	Mercedes-Benz	492.68	-3%	8	8	2
3	BMW	397.56	-4%	11	11	3
4	Honda	216.94	-11%	20	21	4
5	Hyundai	142.95	1%	36	36	6
6	Tesla	127.85	N/A	40	N/A	N/A
7	Ford	125.68	-12%	42	35	5
8	Audi	124.28	-2%	44	42	8
9	Volkswagen	122.67	-5%	55	41	7
10	Porsche	113.01	-3%	59	52	9

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