Badverts of the Month: Hyundai
Company: Hyundai
Model: TUCSON N Line
Location: Tabloid Newspaper
So without further ado, this month’s badvert is awarded to… Hyundai! This glossy ad was rolled out on a whole page spread in a top UK tabloid newspaper. But what’s our issue with it?...
‘Car Envy’ sells an unsustainable level of consumerism.
The ad tells readers that ‘Car Envy’ is a thing - and the way to deal with it, is to buy a big polluting car. Hyundai justifies purchasing a new vehicle solely on ‘envy’ (rather than, I don’t know- a large family or the need to carry around stuff) feeds into ideas of high carbon lifestyles as a legitimate and effective way to improve one’s social status.
Hyundi promises value and deals to lure buyers in.
The company uses a limited attractive price deal ‘0% APR’ to fool people to buy their latest model. Although there is no solid evidence to show that this particular model offers any essential features, the ad continues to feed into consumer culture by appealing to people’s desire for a new big shiny car.
This product doesn’t even meet EU standards for climate-safe vehicles.
The 2020 EU emissions standards for vehicles is currently set at 95g of Carbon Dioxide per every kilometer travelled. As part of its commitments to reduce emissions, the EU’s regulations intend for all vehicles that are sold in the EU from 2021 (next year!) to meet these standards. Yet Hyundai new N line models are all set over two times this limit (within the range of 140-180g of Carbon Dioxide per km!). Why are Hyundai continuing to push products that overshoot targets in 2020? And we’re not that impressed with the company itself either…
Company Background: Hyundai
Hyundai take on ‘green’ projects but have nothing to show for it
In 2008, Hyundai Motor launched “Hyundai Green Zone”, in partnership with the Korean Federation for Environmental Movement (KFEM). This project aimed at reversing the effects of desertification in Beijing by turning infertile land into grassland over a period of 5 years. However, to this date there is still no review or update of the project’s progress on the UN Sustainable Development Goals website - was the project genuine or simply an easy way to get attention?
They take advantage of the people most affected by climate change
Hyundai Motor India Ltd is the country’s second largest car manufacturer. People who work in their factory in Tamil Nadu, India, have complained about poor treatment, but after attempting to get Hyundai’s attention with a 90-minute strike, they had their wages withdrawn. A court order has since forced the company to pay back the due wages with interest.
+ To read more about the company
Hyundai Motors is a South Koreaan automobile manufacturer headquartered in Seoul. The company was founded by Chung Ju-Yung in 1947 as a construction and engineering company before becoming Hyundai Motor Company in 1967. Hyundai Motors is part of the Hyundai Group. With support from the South Korean government, Hyundai expanded its business model to become the country’s second largest enterprise group. After the 1997 Asian financial crisis, the Group spun off some of its most renowned businesses. Before the Group’s restructuring in 1999, Hyundai's major areas of activity included shipbuilding, car manufacture, construction, retailing, finance, and electronics. Hyundai operates the world's largest integrated automobile manufacturing facility in Ulsan, South Korea with an annual production capacity of 1.6 million units. The company employs about 75,000 people worldwide. In 2011, Hyundai sold 4.05 million cars in the world and became the fourth largest carmaker behind GM, Volkswagen and Toyota.