What’s in a name? Quite a bit, if you’re Hyundai.
The company’s UK division has put a video on YouTube outlining the correct way to say its name.
While Australians and Brits often call it ‘ Hee-un-day’ or ‘Hi-un-day’, and our North American friends often say ‘Hun-day’, it’s actually ‘Hyoon-day’.
“Welcome to the dawn of a new Hyundai,” says the blurb accompanying the video.
“2023 marks the dawn of a new Hyundai in the UK. We’ve taken this opportunity to break the mould and embrace a new chapter for our cars and the company, including changing the pronunciation of the brand in the UK to bring it in line with the global organisation and our Korean heritage.”
UK car title Car Magazine asked Hyundai’s management there about the new brand campaign, which kicked off on Boxing Day with the tagline: “‘If you thought you knew our cars and how to say our name, maybe it’s time to think again”.
“Hyundai is a young, innovative and progressive brand which has transformed with great speed. We are proudly Korean with real character and purpose,” said managing director Ashley Andrew.
“… With this campaign, we want to inject a little humour and personality to our brand which we hope will encourage more people to learn more about Hyundai.”
Now, I just need to undo decades of habitual mispronunciation…