Hyundai Nexo Brings Korean Heartthrobs BTS to the Grammys

Hyundai Nexo Brings Korean Heartthrobs BTS to the Grammys

It’s official—South Korean boy band BTS will serve as global ambassadors for Hyundai Motors once again this year. And the re-forged partnership is being announced in a big way—with Hyundai Nexo taking the group to this year’s Grammy Awards.

The K-pop sensation arrived at the 62nd Grammy event held in Staples Center, Los Angeles, in a Hyundai Nexo SUV, grabbing headlines for their partnership promoting the fuel-cell electric vehicle (FCEV).

The red-carpeted arrival of BTS signals a ‘promotion’ of sorts for the all-male group, moving up from Palisade Global Brand Ambassadors to Hyundai Global Brand Ambassadors. It also marks the launch of Hyundai Motor’s global hydrogen campaign.

Hyundai had BTS arrive in five Nexos during the prestigious music award event, with the appearance expected to boost awareness for the Hyundai SUV online with the help of the BTS fandom.

“The reason why Hyundai Motor has joined hands with BTS is to raise awareness of hydrogen as an important future energy and its sustainable application in mobility, as well as to strengthen communications with the millennial generation and generation Z as environmentally conscious partners,” said Wonhong Cho, Executive Vice President and Chief Marketing Officer of Hyundai Motor.

“Through diverse campaigns with BTS illustrating Hyundai Motor’s fuel-cell technological prowess, we expect to reach a common understanding for eco-friendly, sustainable mobility with young people, and share diverse opinions with them,” Cho added.

BTS has been a Hyundai global ambassador since 2018, even going so far as to nickname the Hyundai Palisade as ‘BTS’s car’ or ‘BTS’s favorite ride.’ BTS members will be actively promoting the Hyundai Nexo from here on.

From February through April of this year, Hyundai will have each BTS member appear in a separate short teaser films offering important environmental-themed messages about saving Mother Nature for next generations. Aside from the separate vids, an additional comprehensive film will be used to wrap up the previous seven clips, with all members appearing. All eight films will be released in sequence on the Hyundai Motor official Instagram and YouTube channels during this period.

Following that, Hyundai Motor, using water— the only byproduct emitted from the Nexo FCEV—as a theme, plans to introduce a variety of programs. These include large-scale offline events, through which people can participate in the company’s hydrogen campaign by sharing BTS-featuring films as well as information and their understanding of the use of hydrogen as fuel.


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