Hyundai launches ‘Expecting Generation One’ campaign

Hyundai Motor Company (HMC) launched its newest global campaign in its bid to fight climate change and attain carbon neutrality.

The campaign, dubbed as “Expecting Generation One,” starts with the online premiere of a short film that signals its commitment to secure a habitable world for future generations.

The latest initiative strengthens Hyundai’s declaration at the 2021 IAA Mobility Show in Germany that it plans to achieve carbon neutrality in its products and global operations by 2045. The company is eyeing to meet the target through clean mobility, next-generation platforms and green energy.

In a statement, the Korean marque is set to roll out more customer communications for “Expecting Generation One” throughout the rest of 2021.

“With this campaign, Hyundai aims to build consensus with customers about the value of planning for future generations,” HMC Global Chief Marketing Officer and Head of Customer Experience Division Thomas Schemera was quoted as saying.

“Our action is not just for us living in the present, but also for all future generations, including the ecosystems of our precious planet,” he added.

In the campaign film, which debuted today on the company’s official YouTube channel (@HyundaiWorldwide) and other platforms, mothers and grandmothers from around the globe are conveying their heartfelt wishes for a sustainable world in which future generations of people, animals, plants and ecosystems can thrive together.

“Vulnerable species, such as whales, elephants and penguins, are featured alongside human mothers from diverse backgrounds, heard with a soundtrack of nature sounds and a mother’s lullaby,” the statement noted.   

 “The campaign serves to reinforce Hyundai Motor’s pledge to cultivate a sustainable future through a multi-dimensional strategy focused on clean mobility, next-generation platforms and green energy, particularly hydrogen, which Hyundai Motor Group detailed at its recent Hydrogen Wave event,” it added.

Further, Hyundai expressed its intention to “expand its leadership in electrification in coming years” and is aiming to grab 30 percent of its global vehicles sales with zero-emission vehicles (ZEVs). By 2040, it is expecting that battery electric vehicles (BEV) and fuel cell electric vehicles (FCEV) will account for 80 percent of its total fleet sales.

Moreover, Hyundai is also expecting to become a clean mobility provider through its long-term investments in green hydrogen based on renewable energy, Vehicle-to-Grid (V2G) and Second Life Battery Energy Storage Systems (SLBESS).

“As we advance our efforts in clean mobility and green energy, Hyundai Motor will continue to engage customers through campaigns such as ‘Expecting Generation One’ so that they can be part of the journey and share our vision of Progress for Humanity,” Schemera said.

Photos from Hyundai Asia Resources, Inc.

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