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28.10.2020 Press release

‘The All-New Tucson, Beyond DRIVE’ innovative virtual showcase

  • The livestreamed event will use SM Entertainment’s online concert platform ‘Beyond LIVE’ with augmented reality technology and feature a performance by a globally beloved K-Pop artist
  • Hyundai continues to leverage the latest digital presentation technologies to roll out its all-new Tucson SUV
  • The event will be livestreamed at 14:00 (CET) on November 1, viewable at the HyundaiWorldwide YouTube channel

Press material

Hyundai Motor Company announced today it will host an innovative virtual event, ‘The All-New Tucson, Beyond DRIVE’, showcasing the recently launched Tucson SUV.

Working with SM Entertainment, Korea’s leading entertainment company, the online event will use augmented reality (AR) and extended reality (XR) technology, and feature a performance by a globally beloved K-Pop artist using the AR concert platform Beyond LIVE. The event is designed to tell a compelling musical story about the all-new Tucson SUV while providing an immersive, engaging experience for the audience.


Throughout the virtual showcase, Hyundai will highlight the SUV lifestyle and its vision for the new Tucson in a format that reaches highly coveted millennial and gen Z consumers who rely on online platforms for news, information, shopping and entertainment.

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Virtual Showcase | Official Trailer

The event will be livestreamed at 14:00 (CET) on November 1, viewable at the HyundaiWorldwide YouTube channel.


Hyundai continues to leverage the latest digital presentation technologies to roll out its all-new Tucson, which launched via a global livestream in September. The digital format provides an immersive and engaging way to highlight Tucson’s cutting-edge design, dynamic performance and best-in-class digital capabilities that provide convenience and connectivity for tech-savvy consumers. Available with two different wheelbases, the midsize SUV offers a versatile interior that accommodates various lifestyles.

The subtopic of the virtual showcase, ‘Follow your hidden light,’ and the musical story was inspired by the all-new Tucson’s hidden headlamps. The SUV has no visual boundary between its daytime running lights (DRL) and grille, so the parametric jewel headlamps are not visible. When the engine is turned on, these integrated lamps shine, with their strong presence shaped like wings.

The virtual showcase enables the Tucson to be integrated in an AR-enhanced musical story about an ordinary person, played by KAI of EXO and SuperM, who once dreamed of being an explorer and rediscovers his sense of adventure while travelling in a fantastic space using the all-new Tucson.

Due to the pandemic, digital entertainment content is getting more popular around the world. By working with SM Entertainment, Hyundai is leveraging the latest digital technologies to present a uniquely immersive experience befitting the innovative all-new Tucson.

Wonhong Cho Executive Vice President and Global Chief Marketing Officer of Hyundai Motor Company

VOD of the virtual showcase will be available on various YouTube channels including HyundaiWorldwide, SMTOWN, EXO, and Hyundai’s Channel Hyundai (available for download from channel.hyundai.com or Samsung Electronics and LG Electronics app stores for smart TV) after the livestream at 14:00 (CET) on November 1.

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