A new advertising campaign launched by Hyundai in the United Kingdom aims to change local pronunciation from 'Hy-un-dai' to 'Hyun-day.'

Korean automaker Hyundai belongs to an elite few brands with names that can be difficult to pronounce, and while the American market has mastered the art of pronouncing the moniker correctly, across the pond, there have been some difficulties - to the point that Hyundai created an advertising campaign to teach British folk the right way. The advert kicks off with a man using voice command to search for directions to a Hyundai dealership but calling it 'Hy-un-dai,' only to be directed to a hair salon called 'High 'n Dye.'

A few more characters make the same mistake and are directed to various other points, including a 'Hawaiian Tie' shop and 'High and Pie' food truck. The line, "If you think you know our cars and how to say our name, maybe it's time to think again," is the main point of the advert, which culminates in a woman correcting one of the lost Hyundai-seekers, and the tagline, "It's the dawn of a new Hyundai."

Besides being quite entertaining, the advert speaks volumes about how serious Hyundai is about changing perceptions around its brand. The advertising campaign will air across TV, radio, streaming services, and online in the United Kingdom.

As is evident in the latest Hyundai models, the brand has taken an innovative approach that is aimed at a youthful market. Cutting-edge technology and progressive design have seen Hyundai leap forward in recent years, producing cars that lead the pack and showing massive growth over the last decade. The automaker recently announced the sale of its 15-millionth vehicle in the US - a Hyundai Tucson, which is available as a gas, hybrid, or plug-in hybrid model.

Hyundai's year-on-year sales in the UK have increased by 47%, and with cars like the Ioniq 6 coming to that market in 2024 as part of Hyundai's EV strategy, consumers are ripe for the picking. And what better way to create a bit of a marketing buzz than to correct an entire market for mispronouncing its name?

Fortunately, Hyundai model names are easy to pronounce. The Ioniq 5, winner of the CarBuzz People's Car award, is a contemporary EV with a straightforward focus: a comfortable and luxurious family car with a competitive 300-mile range. It serves as a showcase for the brand's focus on moving toward an electrified future. Part of this strategy includes a deal for a home-grown electric vehicle battery production plant in the state of Georgia.

But gas models have also made their way onto the annual CarBuzz Awards winners lists: The CarBuzzFamily Fun award was given to the Hyundai Palisade, a mid-size SUV that has taken the title before. Both cars show the brand's knack for developing segment leaders at palatable prices. Having come a long way from producing dreary commuters, Hyundai has earned the right to make sure its name is said right going forward.