Hyundai Motor’s New Heritage Campaign Celebrates Legacy of STELLAR and SONATA

SEOUL, September 25, 2025 – Hyundai Motor Company today launched a heritage campaign honoring the historic journey of its iconic mid-size sedans, the STELLAR and SONATA, in celebration of the SONATA's 40th anniversary. The exhibition and magazine explore decades of relationship building and lasting bonds between the company and its customers.

Hyundai Motor’s STELLAR, launched in 1983, was the company’s second proprietary passenger car after the PONY and marked a significant advancement in technological independence in Korea’s automotive industry. SONATA, first introduced in 1985 as the high-end version of STELLAR, soon grew into its own legacy, evolving through eight generations to become Hyundai Motor’s longest-running volume model. With joint cumulative global sales of 10 million units (as of September 2025), STELLAR and SONATA holds a special place in automotive history as a symbol of progress, dedication and trust.

As part of the heritage campaign, Hyundai Motor will host a special pop-up exhibition at piknic, an exhibition venue near Namsan Park in Seoul, from September 25, 2025 to January 4, 2026. The exhibition showcases a fully restored 1988 STELLAR (‘STELLAR 88’), a special edition model that was launched to celebrate Hyundai Motor’s role as the official vehicle of the Olympic Games Seoul 1988. The restored vehicle is displayed alongside archival materials that chronicle its evolution into the SONATA, now one of the company’s most celebrated global models.

“The restoration of the STELLAR 88 was not simply about re-creating the past but revisiting the dedication and efforts of former employees who worked toward independent technology development,” said Sungwon Jee, Senior Vice President and Global Chief Marketing Officer of Hyundai Motor Company. 

“We hope that STELLAR and SONATA, the models that have been beloved by customers for decades, will serve as an opportunity to appreciate the value of relationships that have stood the test of time. At Hyundai Motor, we value the relationships that we have built with our customers over the years and will continue to expand human connections through mobility in line with our brand vision of Progress for Humanity.”

Exhibition visitors will experience a journey into Hyundai Motor’s history, featuring the restored STELLAR 88, technical drawings, catalogues and behind-the-scenes R&D records. The exhibition will celebrate the enduring relationships Hyundai Motor has built with its customers through STELLAR’s beginnings and SONATA’s evolution into a cornerstone of its global reputation.

In addition to the exhibition, Hyundai Motor is releasing the second edition of its heritage publication series, RETRACE Magazine. ‘RETRACE Magazine: STELLAR & SONATA’ blends historical insights with personal stories of customers, exploring the value of long-standing relationships in everyday life. With 16 original pieces, including essays, interviews and columns, the magazine invites readers to reflect on the legacy and technological achievements of the company’s mid-size sedans, as well as the deeper emotional connections these vehicles have created with consumers over the years. A book talk event will take place on October 18 at Hyundai Motorstudio Seoul to further engage with audiences.

Exclusive STELLAR and SONATA merchandise will be available for purchase at piknic during the exhibition period, as well as select Hyundai Motorstudio locations (Goyang, Seoul, and Busan) and the Hyundai Collection official website (Link). These items commemorate the campaign and provide customers with unique ways to celebrate Hyundai Motor’s rich legacy.