Hyundai Motor Co., the world’s fastest-growing automaker by brand value, announced that its subsidiary, Hyundai Motor CIS, has provided more than 1,000 vehicles for use during the XXVII World Summer Universiade games in Kazan, Russian, one of that country’s most important sporting events.
Hyundai Motor CIS is a general partner of the games, which run from July 6 to 17. More than 14,000 athletes from 160 countries will compete, making it the largest sporting event in modern Russian history and second only to the Olympics in size. The 2015 World Summer Universiade games will be held in Gwangju, Korea.
The vehicle handover ceremony was attended by Koo Young-Key, General Director of Hyundai Motor CIS; Vladimir Leonov, General Director of the Executive Department of the Universiade 2013 and Igor Sivov, Deputy General Director of the Executive Department of the Universiade 2013.
Hyundai Motor CIS is providing 1,048 vehicles for use by athletes, delegates and other officials during the Universiade. The fleet includes i40 (109 units), Solaris (821), Sonata (5), Hyundai H-1 (112) and one Equus, the company’s luxury flagship.
Hyundai’s marketing activities for the Universiade include a special fan zone where fans can see the company’s latest models. Hyundai Motor CIS representatives also took part in the starting and final stages of the Universiade Torch Relay, which covered 30 cities in Russia. In addition, Hyundai will display cars and banners at the Kazan airport and main stadiums. The company is sponsoring promotional events on social media platforms such as Facebook and “V Kontakte” (Russia’s version of Facebook).
Participation in the Universiade games will increase Hyundai Motor’s brand power in the growing Russian market. Hyundai Motor’s Solaris, assembled at the company’s St. Petersburg manufacturing facility, is one of Russia’s most popular cars and was named 2012 Russian Car of the Year. Hyundai i40 won Russian Car of the Year honors in 2013.