Gathered by Hyundai Motor, Becoming a Single Culture
- Hyundai Motor Company
- 2025.11.26
- 분량14min
- 조회수 2,440Views
Celebrating its 10th anniversary this year, Hyundai Motor Club has grown beyond a simple car enthusiasts’ group to become a community with deeper meaning. It brings together people who genuinely enjoy Hyundai vehicles and has matured into a brand fandom—a medium that continues to shape a new, car-centered culture.
Hyundai Motor Club (HMC) is a community that welcomes all Hyundai owners, regardless of model or model year. Formed as a brand-centered fan community rather than a group built around a specific vehicle, it has grown into an automotive community with more than 120,000 members.
These are people who go beyond simply buying and driving a car—they gather around the brand, share their stories, and shape a culture of their own. What began as a community formed by Hyundai owners has grown into Hyundai Motor Club, whose activities now extend beyond a shared hobby and continue to build a new automotive culture together with Hyundai.
Hyundai Motor Club operates its own amateur racing team and steadily engages in volunteer activities for local communities. Most recently, it launched Hyundai Motor Club Japan, marking its expansion into a global community. To understand what has driven these initiatives and the club’s continued efforts alongside Hyundai, we met with Kim Juhyun, president of Hyundai Motor Club.
Experiencing Hyundai as a Natural Part of Life
Hyundai Motor Club began in 2015 as a small, voluntary gathering of people who loved Hyundai vehicles. What started modestly grew as more owners connected through their shared passion for the brand. Today, Hyundai Motor Club has become a natural part of life for many Hyundai drivers. Kim Juhyun spoke about what first inspired him to create the club.
“The idea for Hyundai Motor Club came largely from my experience with existing car communities that were organized around a single model. Whenever I changed my car or the model was discontinued, all the memories and experiences built within that group would disappear, and that always felt unfortunate. That is why I felt a brand-centered community was necessary. Influenced by my father, who insisted on driving classic Hyundai models like the Pony and the Grandeur, I have always driven Hyundai vehicles myself. Naturally, I wanted to build a broader car culture with people who care for and appreciate Hyundai as much as I do, and that became the starting point of Hyundai Motor Club.”
Hyundai Motor Club embraces a culture that includes every model from the Hyundai and Genesis brands, which sets it apart from other automotive communities.
“I was thinking far beyond simply creating a place where Hyundai drivers gathered. I wanted to build a space where people could experience and share different aspects of car culture through Hyundai. We worked to give members early access to new models and opportunities to experience motorsports up close—something that once felt distant or abstract. Through these experiences, driving a Hyundai naturally became part of our lives. As this continued, a sense of connection formed among members, and that strengthened the bond within Hyundai Motor Club.”
This connection did not remain just between members; it grew into a bridge for direct communication with Hyundai. In turn, Hyundai has continued to support Hyundai Motor Club so that members can enjoy richer and more meaningful experiences. This dynamic has created a positive cycle, giving customers reasons to return to Hyundai for their next vehicle and generating a natural promotional effect for the brand.
The culture shaped by the brand and its fandom has played a central role in Hyundai Motor Club’s growth. Members also discover the value of the connections formed through Hyundai within the community. Kim recalled a memorable moment, noting that some members even returned because they could not forget the culture they experienced here—something they had not found anywhere else.
“There was a member who participated in every gathering regularly. Then one day, he stopped showing up, and I wondered what might have happened. A few years later, he reached out and explained that he had switched to another brand, which is why he had stepped away. But after spending time in other communities, he realized how special Hyundai Motor Club had been—the warmth, the genuine interactions, and the unique experiences we offered. He said those experiences had already become a natural part of his daily life. In the end, he chose Hyundai again for his next car and remains an active member today.”
TeamHMC and the Shared Excitement of Motorsports
Among the many activities of Hyundai Motor Club, the one that draws the most attention is undoubtedly TeamHMC. Staying true to the club’s purpose of offering diverse cultural experiences through Hyundai, the amateur racing team was created to introduce motorsports—the heart of automotive culture—and to give members the chance to experience it firsthand. TeamHMC began competing in the Avante Cup Challenge Race at the 2017 Korea Speed Festival, and today, it continues to make its presence felt in the Hyundai N Festival.
“For a long time, many people in Korea believed that the country had little foundation for motorsports, and amateur racing was no exception. Spectators were often limited to the families and friends of the drivers. I wanted to help shift that perception, even slightly, and create an environment where our community could cheer with real enthusiasm. So I joined forces with members who were passionate about racing, and with Hyundai’s support, we entered the KSF Avante Cup Challenge Race for the first time in 2017.”
What started as a modest challenge for TeamHMC has grown into a nine-year journey. For Hyundai, it has become an opportunity to showcase the depth and reliability of its high-performance models in demanding conditions. For the public, it has helped lower the barrier to motorsports and encouraged those who once hesitated to take part. Kim recalled the moment that felt most meaningful to him.
“The primary goal of TeamHMC is to help everyday consumers enter the world of racing more easily. We wanted members to understand how races operate, so we walked them through the procedures in detail. We also recruited several members as ‘supporters,’ assigning each of them to a driver as a dedicated manager, which naturally helped them understand and participate in the race. Some of these members were so inspired by the experience that they became drivers themselves and eventually competed as part of TeamHMC. There are now three such members. Watching new drivers emerge and seeing the barriers to motorsports gradually come down has been incredibly rewarding.”
Many drivers have grown significantly through their experience with TeamHMC, and one of the most notable is Yang Sang Gook, who is also widely known as a TV entertainer. Kim explained that among all the drivers who have raced with TeamHMC, Yang holds a particularly special meaning.
“When Yang Sang Gook first competed in the Avante Cup in 2017, he struggled to move beyond the lower class. Everything felt unfamiliar, and the results did not come easily. But as the years went by, he gained experience, improved his skills, and gradually climbed the rankings. Eventually, he advanced to a higher class and lifted his first championship trophy. Having been with the team since the early days, it felt as though all the challenges we had faced together were finally rewarded. He remains one of the most memorable drivers for me. Now the captain of TeamHMC, he continues to lead with confidence, and I am very proud of him.”
Kim Juhyun spoke about the meaning and role TeamHMC carries within Korea’s motorsports culture.
“Amateur racing carries a particularly special value in Korea, where motorsports are still not widely known. Going forward, TeamHMC will focus on fostering a motorsports culture that more people can enjoy. By supporting those who continue to challenge themselves, we hope to help make motorsports more accessible across the country.”
Hyundai Motor Club Japan, the Beginning of Hyundai’s First Overseas Brand Fandom
Hyundai Motor Club is now expanding its activities beyond Korea and into the global stage. The launch of Hyundai Motor Club Japan, Hyundai’s first official overseas brand fandom, marks the beginning of that evolution.
The greatest significance of launching Hyundai Motor Club Japan is that it opens a new space where Hyundai owners in Korea and Japan can connect directly. This was evident at the launch event in August, where Kim Juhyun, together with a group of Korean members and Hyundai representatives, met with local members in Japan to share meaningful exchanges and experience each other’s cultures.
Before the event, participants visited the Hyundai Customer Experience Center Osaka (Osaka CXC) and the Glion Museum, one of Japan’s leading classic-car museums, to experience Japan’s automotive culture firsthand. After the official program, held at a campsite near Mount Fuji, they drove Hyundai EVs and shared with Japanese members the appeal of electrification and their own EV lifestyles. The group also exchanged insights on how Hyundai Motor Club Korea grew into the country’s largest automotive fandom and discussed ways to support the stable launch and successful operation of the Japanese branch.
“When Hyundai re-entered the Japanese market with its electric vehicles, local perceptions began to shift. The EV lineup has been very well received, and the number of people who favor the IONIQ 5 is particularly notable. As I looked deeper into this growing interest, I came across an SNS community in Japan called the ‘IONIQ 5 Information Community,’ and thought it would be interesting for that group and Hyundai Motor Club to connect and explore something together.”
Kim’s idea became a reality much sooner than expected. While Hyundai Motor Club had been maintaining steady communication with Hyundai, the IONIQ 5 Information Community in Japan was also in direct contact with Hyundai’s Japanese office. That connection made it possible for several members to bring their cars to Japan at the end of 2024 and spend a special day meeting local owners.
“The most memorable moment was the very beginning—our first meeting. I was worried about meeting so many Japanese owners at once and about the language barrier, but the warm applause and welcoming expressions during the introductions immediately put me at ease. From there, we connected quickly through our shared appreciation for Hyundai. Japanese members were curious about models not sold locally, and the Korean members asked what led them to choose Hyundai. As the conversations continued, time passed without us realizing. Our languages and cultures may differ, but it was meaningful to see how naturally we could connect through Hyundai.”
Following the initial meeting, Kim Juhyun kept in regular contact with Japanese owners through SNS and later invited several of them to the club’s year-end event. That steady communication and collaboration eventually paved the way for the launch of Hyundai Motor Club Japan. Looking ahead, Kim plans to continue strengthening and expanding the relationship between the two communities.
“If it becomes possible in the future to travel between Korea and Japan by EV, I would love for members from both countries to come together and experience a long-distance EV road trip. There is so much I want to try, and my enthusiasm only continues to grow. If it offers a meaningful chance for Hyundai owners to become closer, I am ready to take on anything.”
With Japan as a starting point, is there potential for Hyundai Motor Club to expand to other countries as well? Kim answered with a smile, saying his ambitions are limitless.
“We will need time to see where Hyundai Motor Club’s next global chapter will lead. Much of it will depend on how exchanges continue to evolve around Hyundai Motor Club Japan, which has only just begun. It is, in many ways, the process of building a portfolio. Once that structure is firmly in place, I believe Hyundai Motor Club can naturally expand into other countries where Hyundai is well loved.”
Service and Community Connected Through Cars
Hyundai Motor Club is recognized not only for its passion for cars but also for the values it puts into practice. Rather than remaining a community that simply enjoys driving, the club has steadily carried out volunteer activities that share that joy with the broader society. Kim Juhyun ad-ded that he has long considered what kinds of meaningful social contributions a car community could make.
“We have always enjoyed connecting through cars and sharing that common ground, but we also hoped to grow into a community that could contribute meaningfully to society. Over time, this naturally led to conversations about volunteer work and social contribution, and to the idea of creating programs that use cars as a platform for giving back. Hyundai recognized this direction and has continued to support our efforts.”
The social contribution activities that began this way have since grown into a sustainable culture within Hyundai Motor Club. Together with Hyundai, the club has continued initiatives such as the Build Station project, where members clean and maintain bus stops; the Barrier-Free Film Festival for people with visual and hearing impairments; a Safety Marking Campaign to improve traffic safety in apartment complexes; and the Emergency Lane Clearance Campaign that helps emergency vehicles move more quickly. This year, under the name Hyeonmokle-mi—a wordplay combining “HyundayMotorClub” with “mi”, the Korean word for rice—the club plans to donate rice harvested directly by its members to neighbors in need.
Hyundai Motor Club’s volunteer and community-sharing efforts continued even during 2020 and 2021, when in-person activities were limited by the pandemic. The club maintained its momentum through non-contact, participatory initiatives such as the Nationwide Support Campaign, the Wear a Mask Campaign, and the Moving Theater social contribution program. Through these initiatives, Hyundai Motor Club has grown beyond simple acts of goodwill and has established itself as a model fandom—one that grows alongside society by shaping meaningful automotive culture.
More recently, Hyundai Motor Club has been working to extend its positive influence by connecting Hyundai’s leadership in electrified mobility with its social contribution efforts. The club actively uses the V2L power-supply capability found in Hyundai’s EV lineup to support various volunteer activities.
“What I remember most was our visit to a culturally underserved rural village, where we created an outdoor theater and screened a movie for local residents. We generated all the electricity needed for the screening using the Tucson ix FCEV, Hyundai’s hydrogen EV. I still vividly recall the tension just before the screening began, wondering if everything would work. In the end, it was a success, and I believe it became a strong example of how a car community can practice sustainable social contribution.”
Hyundai Motor Club plans to continue expanding its social contribution activities centered around automotive culture. As a brand fan community, it also hopes to play a meaningful role in practicing social responsibility and deepening that commitment over time.
“We aim to build a positive perception of car clubs by continuing social contribution activities through automobiles. Ultimately, I hope Hyundai Motor Club grows into a community that shares meaningful experiences across automotive culture and beyond. I believe that giving and volunteering are not confined to any single field—they are values that help create a better society. We may have come together through cars, but I hope Hyundai Motor Club will be remembered as more than a group that gathers for enjoyment, and instead as a community that genuinely supports others.”
A Decade of Growth Shared with Customers
Through this journey, Hyundai Motor Club has created a culture of its own, grounded in its members’ passion for Hyundai. At the same time, the community has continued to support the brand with genuine enthusiasm while offering thoughtful and necessary feedback, reflecting on Hyundai’s direction and vision together.
“When Hyundai Motor Club first began, Hyundai’s reputation was not what it is today. There was just as much criticism as support. But I believe those reactions still came from genuine interest, and that Hyundai’s willingness to listen and make meaningful improvements is what helped the brand grow into a global competitor. As Hyundai refined its vision, we followed that path with the same appreciation for the brand. We supported it, offered tough but necessary criticism when needed, and have grown together ever since.”
Continuing the conversation, Kim Juhyun shared his vision for the future. “For the past ten years, Hyundai Motor Club has been more than a place to gather. Through activities shaped by automotive culture, we hope to continue sharing a positive influence with society. And if Hyundai moves into new fields—whether robotics, aviation mobility, or other emerging areas—we hope to expand our cultural activities alongside those developments. Our goal is to grow as a fandom that evolves with the brand. Lastly, I want to thank every Hyundai Motor Club member who believes in this direction and supports us with such warmth and enthusiasm.”
Over the past ten years, Hyundai Motor Club has shown just how powerful genuine enthusiasm can be. United by the simple bond of driving Hyundai vehicles, members have shared their experiences, spread goodwill, and shaped a culture of their own. By walking alongside this journey, Hyundai is also putting its core value—Progress for Humanity—into practice. We look forward to the next decade that Hyundai and Hyundai Motor Club will build together.
Photography. Cho Hyuksoo
