Hyundai Motor Company, the parent company of Hyundai Motors America, revealed a new video campaign titled 2nd First Steps, on Thursday, January 23rd. The video tells the story of Korean Para-Athlete and Archer Jun-beom Park working up to his second first steps towards his parents, aided by Hyundai Motor’s wearable robotics technology.
Because of you
The second building block of the new Hyundai Motor’s “Because of You” brand campaign, this video introduces the next-generation efforts for Hyundai’s “Progress for Humanity,” which among other things, showcases robotics, last-mile mobility, autonomous driving and hydrogen fuel cell vehicles. The four disciplines help to reinforce the concept that future Hyundai Motor philosophy dictates that brand technologies must be human-centric.
In a 2018 video by Hyundai Motors titled “Because of You – 13:08 Seoul,” Park was able to stand up from his wheelchair through the use of Hyundai Motor’s wearable robotic suit H-Mex (Hyundai Medical Exoskeleton) to successfully shoot an arrow in an archery competition.
H-MEX
Flash forward to the late 2019 sequel video, 2ndFirst Steps. We find Park standing up from his wheelchair, getting his footing, with the assist from H-MEX, to nervously walk toward his parents in a very emotional scene that is reminiscent of a baby’s first steps. Park reaches his mother’s embrace, with an assist by H-MEX. The scenes are artfully interspersed with video (perhaps of a young Park?) taking first steps long ago. As Hyundai Motor describes, the video demonstrates how technological advancement can lead to human connections.
It’s “an important first step for Hyundai Motor’s robotics technology, and demonstrates a future vision enabled by the company’s technological innovation,” said Wonhong Cho, Chief Marketing Officer of Hyundai Motor Company.
Dong Jin Hyun, the head of the Robotics Lab of Hyundai Motor Company, goes futher. “Hyundai Motor plans to fulfill its brand vision through robotics for future mobility,” he said. “With our effort on robotics, we want to contribute to Progress for Humanity.”
Napleton Auto Group is proud to be partnered with a forward thinking company like Hyundai Motor.
