And it has a cool collection of classic cars.
A new film seeks to imagine what The Fast and the Furious would look like if it was set in South Korea during the 1980s instead of Los Angeles in the 2000s. If that premise sounds interesting (and you're okay with subtitles), we recommend checking out Seoul Vibe on Netflix. This action movie follows a team of drivers who get caught up in a government slush fund investigation during the 1988 Seoul Olympics.
Why should you care? Because the film has a direct link to a new car coming from Hyundai. That said, the film is cool enough to stand alone.
If you love mostly realistic driving stunts with a smattering of silly action sequences, this movie is chock-full of them. It even includes a silly catch phrase from one of the characters that's reminiscent of something Dominic Toretto would utter: "Once I step on the gas, I go all the way."
Hyundai has partnered with Netflix to supply cars for the film, helping to fit the retro '80s aesthetic. Some of the cars in the movie include a second-generation Hyundai Sonata, first-generation Grandeur (also known as the Hyundai Azera in the US), Pony Pickup, Porter light truck, Stellar, and Cortina. Though Hyundai no longer sells the Azera in the US market, the Grandeur is still going strong in other markets. In fact, Hyundai had some fun last year when it revealed an all-electric concept based on the first-generation Grandeur.
The automaker is no stranger to product placement in movies and has partnered on various Marvel films, but now it is using pop culture to preview the new Grandeur.
To tie in its modern operations with the Netflix debut, Hyundai shared teaser images of the next-generation Grandeur's silhouette, headlights, and taillights (pictured below). The Korean automaker plans to reveal more about the car in a digital ad campaign that uses the story and cast from the movie.
From the dark teasers, we can tell the next-generation Azera will have a retro design inspired by the first-generation model. That thin C-pillar design is clear evidence of that. As for the lights, it appears Hyundai will give the car a single LED strip in the front and back, blending a throwback shape with futuristic lighting elements. Hyundai even created a new term to describe its blending of new and retro elements: 'newtro.'
"Through close collaboration with Netflix from the early stages of production, we endeavored to provide a unique atmosphere for our historic vehicles and locations with a newtro (new+retro) vibe that will appeal to every generation, including Millennial and Gen Z audiences," said Thomas Schemera, Executive Vice President, Global Chief Marketing Officer at Hyundai Motor Company. "We will continue to explore exhilarating opportunities for our customers to experience and engage with our brand through various partnerships and innovative content."
Hyundai also recreated the garage from the movie on the global metaverse platform ZEPETO. Visitors can drive the vehicles from Seoul Vibe and meet one of the characters, Yoon-hee, as an NPC.