Hyundai Motor will introduce its own independent brand that will promote commercial hydrogen fuel cell electric vehicles (FCEVs) similar to ‘IONIQ’, an eco-friendly vehicle brand. Hyundai Motor organized a marketing team dedicated to global hydrogen commercial vehicles under strategic support division, and started preparatory work, including creating a new brand. It is at the stage of establishing brand identity and discussing detailed plans. The name for the independent brand has not been confirmed.
A dedicated marketing team for hydrogen commercial vehicles establishes mid-to-long-term marketing strategies for entering new overseas markets, and is responsible for PR strategy and planning to carry forward the new business. The team is considering to create digital channels such as YouTube, and discussing implementation plans, such as producing and presenting video contents.
This effort is to raise awareness of FCEV products and technology to the market and customers, while establishing its status as a leading company. After successfully mass-producing the world’s first large hydrogen-powered truck ‘Xcient Fuel Cell’, Hyundai Motor started exporting it to Switzerland since last July. Hyundai Motor is leading the global hydrogen commercial vehicle market with advanced technology. It also has exported a hydrogen electric bus ‘Elec City FCEV’ to Saudi Arabia, where eco-friendly vehicles are a rare sight.
Although, Hyundai Motor introduced a dedicated brand ‘HTWO’ for the hydrogen fuel cell business before, it has not yet established its own model name or brand name for the hydrogen commercial vehicle lineup. It appears that Hyundai Motor has an intention to increase the effectiveness of publicity by having consistent brand and model names for hydrogen commercial vehicle brand to the new lineup.
Hyundai Motor is actively developing new markets for hydrogen commercial vehicles overseas. Hyundai Motor signed a contract with Swiss ‘H2 Energy’ to supply 1,600 Xcient hydrogen electric trucks in 2018 and started shipping them last year. It established ‘Hyundai Hydrogen Mobility’, a joint venture with H2 Energy, and is making efforts to target the European eco-friendly commercial vehicle market.
Hyundai Motor has also made a successful remark in the United States. Following the signing of a hydrogen fuel cell system supply agreement with ‘Cummins’ in the US last year, Hyundai Motor was selected as one of the final suppliers in the bid for the ‘California Port Eco-Friendly Truck Introduction Project’ last month, and obtained the qualification to supply hydrogen electric trucks.
Hydrogen commercial vehicles are going through major progress in China. In March of this year, Hyundai Motor held a ceremony for ‘HTWO Guangzhou’, a hydrogen fuel cell production factory to be built in Guangzhou, China. It is the first hydrogen fuel cell system production plant built by Hyundai Motor overseas. Hyundai Motor hopes to complete the factory in the second half of next year, and to build a fuel cell plant and an innovation center as well. The annual production target is a total of 6500 units. China is expected to become the world’s largest hydrogen electric vehicle market with 1 million units in 2035. Hyundai Motor plans to dominate the Chinese hydrogen market by selling hydrogen commercial vehicles as well as passenger cars and hydrogen fuel cell systems.
Euisun Chung, chairman of Hyundai Motor Company, has been focusing on launching the global commercial vehicle market since taking office. President Jaehoon Chang was appointed as the head of the commercial business division along with the CEO of Hyundai Motor Company. Reorganization of the mid-to-large commercial vehicle sector was completed as well. Hyundai Motor’s domestic sales are handled by the domestic business division, which is in charge of passenger car sales, and overseas sales are handled by the commercial business division as before.
By Staff Reporter Chiyeon Chung (chiyeon@etnews.com)