Hyundai Motor Launches Innovative Archery Experience: The Path of An Archer

SEOUL, July 25, 2024 – Hyundai Motor Company is launching The Path of An Archer, an innovative and immersive archery experience showcasing the fusion of sports and technology. The event will be held from July 26 to August 18 at Hyundai Motorstudio Goyang in Korea.

The exhibition offers visitors a unique opportunity to directly experience Hyundai's archery technology, which has been instrumental in the success of Korean archery. Participants will be enveloped by a 3.5 x 19-meter anamorphic widescreen, delivering an immersive experience of an archer's journey from their first grasp of the bow to becoming a national team archer competing on the world stage.

After taking part in the archery shooting experience, visitors will also be able to take a closer look at advanced technologies that support Korea’s elite archers, such as:

• Self-adjusting shooting robot
• Customized 3D-printed bow grips
• Camera-based heart rate sensor
• Multi-camera posture analysis system

Hyundai Technology to Assist Elite Archers

This exhibition will mark the public debut of Hyundai’s self-adjusting shooting robot. This piece of innovative technology delivers repeatable shots, with the capability to adjust the launch angle and power intensity to support athletes in their training. The machine so accurate that it can hit the exact same target spot multiple times, while the technology also helps detect defective arrows, optimizing arrow selection.

Also on display for the first time are customized 3D-printed bow grips. These grips are made to fit each athlete's hand shape and minimize tolerances to unify the bow and the archer’s hand, maximizing performance as a result. Notably, these customized grips are used by Korean national team athletes, underscoring the high-level of precision and customization that Hyundai's technology offers.

The brand is also supporting Korean archers through a pioneering camera-based heart rate sensor, which is also being shown at The Path of An Archer exhibition for the first time. This groundbreaking technology operates from a distance of more than 10 meters and is based on the principle that the color of an athlete's face changes subtly with their heartbeat. 

This non-invasive heart rate monitoring method offers an athlete a state of tension or relaxation without breaking their concentration. The heart rate sensor provides valuable data for athletes and adds a captivating element for spectators, better connecting them to the action thanks to archers’ heart rate measurements displayed in real-time on a screen. 

Finally, exhibition visitors will be able to experience Hyundai’s multi-camera posture analysis system. This innovation captures the hard-to-see top and front view footage after an athlete shoots an arrow, delivering instant feedback to enhance archers’ training.

The Path of An Archer exhibition has been curated to retrace the path of Korean archery athletes, from the excitement of first drawing a bow to the relentless pursuit of the perfect shot, culminating in their time competing at an elite level. These customer experience stages include ‘The First Draw’, ‘Striving for Perfection’, and ‘On the Biggest Stage’, each offering a unique perspective and experience of a top-tier archer’s journey.

"The Path of An Archer offers the opportunity to experience the thrill of archery and understand the technology behind it," said Sungwon Jee, Senior Vice President and Global Chief Marketing Officer at Hyundai Motor Company. "We believe this event will not only increase interest in the sport but also showcase Hyundai's tireless commitment to the advancement and expansion of Korean archery."

Hyundai Motor Group has a long history of supporting Korean archery, forging lasting partnerships for 40 years and providing technological support. The Path of An Archer is testament to Hyundai's ongoing commitment to archery and reflects the company's belief in the integration of technology and sports to advance both sectors.