The Dreams Ever Dreamt site The Dreams Ever Dreamt site

2024.05.31 Hyundai Motor Company 분량10min

Our Dreams, Ever Dreamt

The "Dreams Ever Dreamt" exhibition is currently being held at Hyundai Motor Company's Ulsan plant. This time, cars are not the stars. The focus is on people. It felt like a letter of gratitude to everyone who made history together.

Hyundai's Ulsan plant symbolizes the history of the automobile industry in South Korea. Since its establishment as a car assembly factory in 1968, numerous individuals with dreams and passion have gathered here, achieving miraculous feats by declaring, ‘We build cars with our own hands.’ After fifty years of challenging the prejudice that 'Korea cannot make cars,' Hyundai Motor has emerged as one of the leading companies in the global automotive market. Additionally, it is constructing the 'Ulsan EV Exclusive Plant' to embody the new dream of the electric era.

The Dreams Ever Dreamt event site

Constructing the EV-exclusive plant in Ulsan symbolizes the continuation of a dream from its inception. To honor this, Hyundai's Brand Heritage Team and Ulsan General Affairs Team have organized a special exhibition titled 'Dreams Ever Dreamt.' The title encapsulates the enduring significance of Hyundai's grand dream, present since its inception, and signifies that the dreams and efforts of the employees at the Ulsan plant, which has been at the heart of Hyundai's challenging history. 


The highlight of this exhibition is its focus on people, vividly portraying the joys and sorrows of the employees who worked at the Ulsan plant. Chung Ju-yung, the former CHAIRMAN and FOUNDER, once stated, “We possess the greatest weapon, which is the world's most excellent technicians. I truly believe in our dream that, thanks to the capabilities and dedication of these remarkable individuals, our cars will take the world by storm in the near future.”


a photo of Chung Ju-yung, the former CHAIRMAN and FOUNDER

Hyundai Motor was able to grow, all because of the trust in and commitment of those who work together, and their dedication to reciprocating that trust by giving their best. It is clear why this exhibition focuses on the narratives and people of the Ulsan plant. Regarding this, Manager Jeong Ji-won of the Brand Heritage Team explains as follows:


“Our goal was to illuminate the dreams and efforts of the numerous individuals who played a crucial role in the evolution of the Ulsan plant into the hub of South Korea's automotive industry, and to convey Hyundai's ongoing dreams to the visitors. The passion and dedication of employees who gave their best in their assigned tasks, coupled with the transfer of expertise gained through ceaseless effort, have become the vital ingredients in shaping today's company. Wishing for their stories to shine, we have curated the exhibition using valuable materials generously donated by our own employees.”

The Dream Begins

The Dreams Ever Dreamt event site

The first section is titled ‘The Beginning of Dreams.' It was filled with documents detailing how Hyundai Motor constructed the Ulsan plant, and materials offering insights into the prevailing societal conditions. In 1968, Former CHAIRMAN Chung Ju-yung took the first step towards establishing a pioneering automobile factory in Ulsan, a city where salt fields and fisheries were the primary industries, with the aim of altering the course of South Korea's automotive history. It was a choice made with a long-term perspective in mind. Ulsan, with its interface of land and sea, was the ideal location to fulfill the dream of reaching out to the world through exports.

restored cortina

And in the same year, in November, the first assembly car, the Cortina, was produced at the Ulsan plant through a partnership with Ford. The Cortina displayed in the exhibition hall is a restored 1968 production car owned by Hyundai Motor, first revealed to the public after its discontinuation. Originally of a different color, it was restored based on the exterior and interior details referenced from the past Cortina catalog, which is also on display in the exhibition.

The Dreams Ever Dreamt event site


In an era when poverty was considered a given, the Ulsan plant served as a ‘dream factory' where people from all over the country gathered to earn money and acquire skills for a better life. The hope of ‘Building cars and living well’ would have brimmed in their hearts. Even in the voice of former CHAIRMAN Chung Ju-yung, restored using AI technology, one could sense that hope.

exhibits of The Dreams Ever Dreamt

“Sooner or later, each of you will probably find yourselves purchasing at least one television or refrigerator. I've worked in various jobs, starting from selling rice. Even though it may be challenging now, if you put in the effort, you'll also live comfortably. I'll ensure that for myself. If a country can produce cars flawlessly, its mechanical engineering can excel in anything, whether it's aircraft or any other field. Supplying high-quality cars at low prices is as essential as ensuring good blood flow in the body. This sense of duty is why I cannot give up on the automotive industry, regardless of the challenges.”

Pony and cortina in exhibition

As I listened to the stories streaming through the radio speakers, I felt a lump in my throat, deeply moved by former CHAIRMAN Chung Ju-yung's dream of fostering a prosperous country and era through the automotive industry. His conviction and sense of duty, emphasized as he stated, 'Thanks to the capabilities and dedication of these remarkable individuals, our cars, our components, will take the world by storm in the near future,' along with the hope and determination of employees to 'live well,' have transformed South Korea into an automotive powerhouse.

Making It Happen

the appearance of the archives in the exhibition


The dream extended beyond simply making cars. The ambitious vision to craft original models with our own hands and to elevate South Korea into an automotive exporting nation was realized in 1975, just seven years after the establishment of the Ulsan plant, with the production of Hyundai's first independent model, PONY. No wonder the section was named 'Realizing the Dream.’ 


The most striking exhibit in this section was the documentation of employees who worked tirelessly with passion, traveling around the world to create PONY. It contained stories of numerous challenges, failures, and triumphs experienced in the pursuit of achieving what no one in the country had done before, imbuing every moment with emotional resonance. One such example includes excerpts from an interview trans-cript with VICE PRESIDENT Lee Soo-il conducted in May 1987.

the appearance of the archives in the exhibition

“We imported equipment for the foundry, but the supervisor from the UK seemed unfamiliar with the melting process. We carried out a trial run following his directions, but the molten metal solidified in the holding furnace, resulting in a power outage. If the molten metal were to solidify completely, we would need to dismantle the equipment entirely, resulting in a delay of the trial run by over a year—an absolute existential crisis. So, after placing several emergency calls and seeking assistance, we eventually resorted to boiling the molten metal outside and pouring it in to melt the hardened outer layer, while continuously supplying oxygen to restore power.”


“Starting from 5 p.m., only a handful of operators and supervisors remained to pour the molten metal into the holding furnace, repeatedly liquefying and pouring out the surface layer while infusing oxygen over 200 times. By around 3 a.m., the exhausted supervisor, who had been in a groggy state, said he couldn't bear to see it anymore and left. While everyone else, exhausted, struggled to even swallow the bread they were eating. At that moment, when I looked up and checked the gauge, the needle was moving. I shouted, and everyone rushed over to see that the power was restored, so we melted the molten metal. A miracle happened. Upon completing all the trials, the supervisor departed in tears, expressing gratitude for the hard work of Hyundai employees, which helped him avert the crisis. It made me realize that, despite different nationalities, engineers can connect on a deeper level.”


the appearance of the archives in the exhibition

The "Realizing the Dream" section was brimming with both heartwarming moments, such as the export of the PONY, and accounts of overcoming trials. Just as the miraculous feat of repairing the challenging imported equipment exemplifies, the unwavering determination of everyone involved, regardless of the circumstances, is what has shaped Hyundai Motor into the company we know today. Also, there were bold investments made with an eye towards the future. In 1983, driven by the aspiration to manufacture high-quality vehicles meeting global standards, Hyundai completed the construction of a comprehensive test track at the Ulsan plant, surpassing the size of 115 football fields.

전시회에 비치된쏘나타 EV

The record of developing eco-friendly vehicles with an eye toward the future also arouses interest. In the early 1990s, Hyundai produced the SONATA EV prototype and conducted consecutive tests at the Ulsan plant's comprehensive test track. The SONATA EV displayed in the exhibition space is a restored vehicle of the specific model used in the tests at that time. The fact that an Ulsan EV-exclusive factory is being constructed on the same test track where this prototype EV once roamed holds great significance. Crafting cars dreamed of at the starting point and envisioned at the testing ground demonstrates the persistence of Hyundai's aspirations and endeavors. Experiencing the electric car, which we have been dreaming of and striving for over 30 years, driving, evoked a feeling of encountering a futuristic nostalgia.


Our Dreams, Ever Dreamt

the appearance of the archives in the exhibition


In today's Ulsan factory, the lives of engineers who have dedicated themselves to creating a better future are evident throughout. Collected in the "Our Dreams, Ever Dreamt" section are the traces of Ulsan factory employees, including meticulously saved pay envelopes, employee IDs, hand-written notes of quality development efforts, and sweat-stained photographs from sports events. Such materials directly depict the lifestyle of the time. Senior Manager of Ulsan Administration Team, Kim Kyung-ye, explains as follows.


the appearance of the archives in the exhibition

“A notice was distributed to all Ulsan factory employees through a general announcement, informing them about the collection of donation materials. We also reached out to the retired executive gathering, Jauhoe, and former employees for assistance. At the exhibition's opening event, we invited those who kindly donated their cherished materials for display, along with their families, and presented them with certificates of appreciation. Our plan is to maintain Heritage Hall as a space for gathering and exhibiting employees' narratives and materials, and we are continuously accepting material donations.”

the appearance of a knife in the exhibition


One of the most eye-catching items in the collection was a knife labeled 'Returned Mustang,' used during the final stages of inspecting and refining the body before painting. There is a story behind this knife. A senior colleague nearing retirement engraved his pride into this knife and passed it on to his juniors, carrying the sense of duty as a technician. 


Worker's Room in exhibition

The subsequent exhibition space, known as the 'Worker's Room,' is distinguished by its furnishings, which consist of real-life utensils once actively used. For instance, work uniforms from different eras are placed inside the cabinet, while on the exhibition table, a variety of materials collected since the 1970s—such as pay envelopes, pay statements, employee IDs, and contest posters—are displayed. Brand Heritage Team Manager, Jeong Ji-won, explained as follows:


“Hyundai Motor has achieved remarkable progress in an extraordinarily short period, driven by the relentless passion and dedication of its employees. This exhibition aims to convey the message that we will continue this legacy of growth into the era of electrification. At the heart of Hyundai Motor's journey, both past and future, are its people. The power that has turned impossible dreams into reality and will achieve new ones comes from them. Therefore, we have focused on their stories.”

IONIQ 5 N in the exhibition

The IONIQ 5 N, featured at the end of the exhibition, is truly a car filled with the dreams of countless people. Over the last 50 years, all members of Hyundai Motor have tirelessly moved forward. From creating the original PONY model to exporting worldwide, developing the ACCENT with entirely domestic technology, and pioneering electric vehicle research, they have achieved many great things. All of this has become part of Hyundai Motor's legacy, and has enabled the emergence of high-performance electric vehicles like IONIQ 5 N.

The dreams of Hyundai Motor employees, stacked up over time, have evolved into a new narrative for the future. The 'N Vision 74', which inherits the design of the very first concept car in South Korea, PONY Coupe, clearly demonstrates the continuity of dreams being inherited and carried forward. The history of Hyundai Motor is rich with the traces of everyone's dreams and efforts. The 'Dreams Ever Dreamt' exhibition is a letter of gratitude to all who have played a part in shaping history together.