Art unites: Hyundai Motor partners with Van Gogh Museum in Amsterdam

  • Three-year agreement between Hyundai Motor and world-famous museum
  • Hyundai IONIQ wrapped in Van Gogh’s iconic work “Sunflowers”
  • Multimedia tour, museum map and website to be translated into Korean

- Hyundai Motor has signed a three year agreement with the Van Gogh Museum in Amsterdam, Netherlands. The cooperation extends the brand’s commitment to making art accessible around the globe.

Within the scope of the agreement Hyundai Motor will support the translation of the museum’s multimedia tour, map and website into Korean, benefitting the growing number of Korean visitors. The cooperation will further help to raise awareness of the new Hyundai IONIQ: the world’s first car with three electrified powertrains will be provided to the Van Gogh Museum.

From left to right, sitting: Axel Rüger (Director Van Gogh Museum), Hyung Cheong Kim (President and CEO Hyundai Motor Europe), The Ambassador of the Republic of Korea Jonghyun Choe. Standing: Willem van Gogh (Advisor to the Board Van Gogh Museum), Adriaan Dönszelmann (Business Director Van Gogh Museum), Wang-Chul Shin (President Hyundai Motor Nederland) and Bas Wibier (Managing Director Hyundai Motor Nederland)

Wider audience to get acquainted with art and design

The partnership with the Van Gogh Museum in Amsterdam matches Hyundai Motor’s global vision to support the arts all over the world. The company is already associated with the Tate Modern in London, the Los Angeles County Museum of Art (LACMA) and the Museum of Modern and Contemporary Art in Seoul, Korea.

At Hyundai Motor, we believe in the strong relationship between the art of design and the art of technology, and we aim to make this connection accessible to people all over the globe through our products. Our collaboration with the Van Gogh Museum as a leading art institution marks an important step to introduce a wider audience worldwide to the beauty of art and design.

Hyung Cheong KimPresident and CEO of Hyundai Motor Europe
Axel Rüger (Director Van Gogh Museum) and Hyung Cheong Kim (President and CEO Hyundai Motor Europe)

We share a common passion for the work and life of the world’s most famous Dutch artist, Van Gogh. That constitutes a very sound basis for our cooperation. In addition, our new partner also attaches a great deal of importance to sustainability.

Axel RügerDirector of the Van Gogh Museum

Hyundai IONIQ in the spirit of Van Gogh’s Sunflowers

As part of the agreement, Hyundai Motor is to provide the Van Gogh Museum with, among other things, models of the Hyundai IONIQ. Hyundai Motor has designed one of the IONIQ models especially for the occasion and wrapped it in Van Gogh’s iconic work, Sunflowers.

With the IONIQ, Hyundai Motor makes driving zero- to low-emission cars fun, convenient and affordable. The IONIQ is the first car in the world available with three electrified drive systems. The Hybrid and Electric models will be available at Hyundai dealerships across Europe in autumn 2016 and the Plug-in version will be introduced next year.

The Hyundai IONIQ wrapped in Van Gogh famous work 'Sunflowers'

Growing number of Korean visitors

The Van Gogh Museum houses the largest collection of works by Vincent van Gogh in the world. No fewer than two million people visit the museum every year. Among them are a growing number of Koreans: 25,000 alone in 2015. A similar trend is seen on the museum’s online presence. To encourage this growing interest and thanks to Hyundai Motor’s support, the multimedia tour, museum map and website will be translated into Korean. And this is just the beginning of a sustainable partnership as Hyundai Motor will also contribute to the core activities of the museum in the future.

This collaboration gives us an opportunity to help our fellow citizens become closely acquainted with the life and work of Vincent van Gogh. Moreover, the sustainable character of the museum also appeals to us.

Wang-Chul ShinPresident of Hyundai Motor Netherlands

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