Why South Korea’s Biggest Auto Brand Isn’t Advertising Cars At Its Own Winter Olympics
This year, consumers across South Korea (and parts of the U.S. and Europe) will finally be able to buy the Hyundai Nexo, the company's latest hydrogen fuel cell vehicle (FCEV) that also possesses some self-driving capabilities. But any of the Nexo’s potential future owners weren't able to actually see the eco-friendly SUV at Hyundai’s pavilion at the Pyeongchang Winter Olympics.
Here’s what they found instead: a massive building clad in Vantablack, one of the darkest materials on earth, and thousands of LEDs. And some rather forceful copywriting; “We moved the universe for everyone to experience the seed of new society,” narrates the pavilion’s introduction video over trance music.