

2024.07.11 Hyundai Motor Company
South Korea is renowned as one of the world's leading logistics powerhouses. In most parts of the country, you can receive items ordered yesterday as early as today, showcasing the speed and precision of its logistics services. This efficiency in logistics significantly impacts our lives and the economy, as smooth transportation of raw materials, components, and products is essential for economic activity.
Logistics is often called "the force that moves the world," and it's one reason truckers around the globe take pride in their profession. However, in South Korea, the perception of truckers doesn't always match this sentiment. Recognizing this, Hyundai Motor Company has begun to re-emphasize the vital role truckers play in society. Beyond just promoting their trucks, they decided to capture the stories of the people who drive them.
The video “This is a decent job," released online by Hyundai, highlights the multifaceted role of truckers. It begins with the question, "Is driving a truck all day okay?" and concludes with the answer, "Being a trucker is a decent job. We do what needs to be done." This message conveys the satisfaction the job brings and the pride truckers feel in doing a job that benefits society.
The video features various Hyundai trucks. The Mighty delivers products to factories, the Xcient Pro hauls tractors to remote farms, and the Xcient FCEV transports trees for reforestation projects. And the truck in the video, Pavise, is shown traversing the country with ease, highlighting the truck's dual role as both a workplace and a cozy personal space for the driver
The narration reinforces the video's theme: They never stop, to make it on time, driving wherever necessary to support those building their lives, and delivering the possibility of a better tomorrow to every corner of the world. This message resonates because, even now, countless truckers are driving with precious goods and dreams.
To mark the launch of the 2024 Xcient Pro, Hyundai held a photoshoot event featuring actual truckers. Departing from typical model shoots, this event aimed to authentically capture the essence of working truck drivers. The event, which invited Xcient Pro customers to participate, aimed to showcase the true professionalism of truckers who persevere and take pride in their journey.
Hyundai focused on expressing the pride and confidence of these dedicated professionals. Participants included bulk cement tanker driver Byeon Soo-beom, container driver Park Gyeong-deok, feed transport driver Pi Young-hee, biodiesel tanker driver Lee Sang-rae, and dump truck driver Lee Young-sik.
In interviews, the five participants discussed their profession and sense of professionalism. When asked why she chose this job, Pi Young-hee said, "It's a job mostly done by men, but I wanted to challenge myself. Doesn't it look cool?”, highlighting her confidence in overcoming stereotypes.
Lee Sang-rae emphasized safety: "I believe practicing safe driving is the essence of professionalism. I also take good care of my vehicle." Byeon Soo-beom added, "Safety is the most important thing. I believe my safety is everyone's safety." The importance of safe driving applies equally to car drivers carrying their loved ones and professional truckers delivering crucial goods.
One of Hyundai’s YouTube series, the Hyundai Encyclopedia, presents cars from the perspective of real users, providing detailed reviews that are helpful for potential and existing customers. While this series has mostly focused on passenger cars, it recently featured the 2024 Xcient Pro, marking the first time a truck was included.
The video begins with insights from an actual Xcient Pro owner: “A truck is just like a person. It works with me every day, so it feels like my partner. Safety is the most important thing. You can’t just choose a truck based on looks.” This comment highlights the importance of practicality, safety, and suitability for local conditions in choosing a truck - hence the Xcient Pro.
Actor Park Jae-min and senior research engineer Kim Hwan-jin from the Commercial Vehicle Testing Team delve deeply into the interior and exterior design, drivetrain and performance, ride comfort, and maintenance. They meticulously cover even the smallest details that customers might overlook. Hyundai plans to feature other trucks in this series, making it easier for busy truckers to understand the features of their vehicles.
Hyundai is making various efforts to advance commercial vehicle culture. For instance, their video “Vehicles with Unknown Names” showcased the indispensable roles of commercial vehicles like fire trucks, ambulances, school buses, city buses, and sanitation trucks, leaving a touching impression.
Commercial vehicles play a crucial role in our society. However, the hard work of those who operate them often goes unnoticed. Thanks to truckers, we can enjoy comfortable lives. Hyundai acknowledges this and strives to highlight not only the role of commercial vehicles but also the efforts of those who drive them. Hyundai’s initiatives feel like a heartfelt thank-you to truckers. We eagerly await the next story Hyundai will bring us.
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