Hyundai has launched a new multi-million pound advertising campaign to try and change the way we pronounce the company name. The firm’s bosses are keen that we shift away from the anglicised ‘Hy-un-dai’ to the global pronunciation: ‘Hyun-day’. 

This is the second time the company has attempted to change the way we say its name – the first try was a £1.2 million campaign which began in 1999 and was eventually abandoned after surveys showed it had little success. 

The new multi-channel campaign, incorporating TV, radio, online and on demand services launched on December 26th. The advert shows potential IONIQ 5 buyers seeking to find the nearest Hyundai showroom using voice search on their phones. However, by using the previous pronunciation, they are directed to fictional High ‘N’ Dye Hair Salon, Highland Eye opticians and more. Finally, they’re informed “It’s Hyun-day, by the way.” 

Watch the full advert here: https://youtu.be/VnNo3XF4ImA 

The advert includes the words: “if you thought you knew our cars and how to say our name, maybe it’s time to think again.” 

Ashley Andrew, Hyundai Motor UK Managing Director said. “Hyundai is a young, innovative and progressive brand which has transformed with great speed. We are proudly Korean with real character and purpose. 2023 is the perfect time for us to properly reflect this in the UK.”

Hyundai bosses are keen that we shift away from the anglicised ‘Hy-un-dai’ to the global pronunciation: ‘Hyun-day’