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BRANDGROWING A DREAM

PHOTOS & WORDS
HYUNDAI MOTOR EUROPE X EVAN SCHAFIRO

5 minute read

70 years ago, one man realized his dream: that better was indeed possible. Chung Ju-Yung saw, felt and lived the problems of his country. He founded Hyundai to fulfill the goals he had for Korea, the dreams he had for humanity.

A dream of better

For Ju-Yung, the dream of better was the only option. At 18, he arrived in Seoul with nothing, and he took the first jobs he could find - a laborer at the harbor, a construction worker, a syrup factory handyman. He grew a deep appreciation for the work that kept the country running. When he landed a job as a deliveryman for a rice shop, he quickly advanced and became head of finances for the store. He loved making customers happy, and they loved him. Within a couple of years, Ju-Yung owned the shop and had turned it into a thriving business.

In 1939, times were tough. The military began to ration rice, and Ju-Yung was suddenly out of business. While many would have given up at this point, Ju-Yung knew only to keep going. He began fixing cars. He bought a service garage from a friend and quickly grew to 70 employees.

A dream and a vision

A dream for humanity

When Korea was finally liberated after the war, Ju-Yung made a quick, bold move. He founded Hyundai Civil Industries. He knew that this was the time for Korea to rebuild, and he wanted to be at the helm of this effort. He won contract after contract, including construction of the Gyeongbu Expressway.

Building roads

Hyundai did not start by building cars.
Hyundai started by building roads.

Builder
Building bridges

The fact that Ju-Yung started with roads is quite telling. The journey is the goal. Create a journey first, a path worthy of navigating. Let the roads guide us through our cities and soar through our forests.
And don't stop at roads. Build harbors, bridges. Allow access to the people.
Then, build the best car for the journey. Make the dream a reality for humanity.

Build the best car
Showroom

We progress, but never forget

Hyundai never stopped building. For decades, our goal continues to be the journey - connecting us to our landscapes and to each other. Progress is built into the Hyundai spirit. Progress no matter what. For we have built roads that need to be traveled and paths to achievements yet to be fulfilled. We are here to progress, to grow. Because of humanity. Because of you.

Progress built
custom

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