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Hyundai Motor, Driving Hard in Motor Sports

Hosting Songdo Car Racing in July, Operating Injae Autopia by Its Subsidiary Innocean

  • 기사입력 2014.05.28 14:53
  • 최종수정 2014.05.28 23:31
  • 기자명 Teddi

Hyundai Motor is driving hard in motor sports.

It is a strategy to head off the importers’ sports marketing, such as BMW’s opening of Yeongjong-do driving center in the upcoming July.

Hyundai is planning to host “The Brilliant Motor Festival,” a kind of the biggest general cultural festival to be held near the Incheon Songdo IBD in July 2014.

The motor festival is a pro and amateur motor racing event to be held for 3 years from this year until 2016, and will be an urban version of Korea Speed Festival(KSF) that has been held yearly by Innocean, a subsidiary of Hyundai Auto Group.

This year’s event was originally planned for May 23rd till 25th, but the Seowol shipwreck disaster made it put off to July 4th till 6th.

The Festival will consist of a variety of programs, including a downtown racing games before opening the 2014 KSF, K-POP concert, test driving of hydrogen fuel-cell cars, a driving school and urban circuit driving experience, drift competition, etc.

The PR arm of Hyundai Auto Group, Innocean has entered into motor sports businesses by taking over the management of Injae Autopia that located in Injae-gun, Gangwon Province.

Innocean was nominated last April as the official operator of the motor car racing tracks at the Injae Auto Theme Park by the local government of Injae-gun.

Accordingly, Innocean now has the whole management of the racing tracks, including operation of racing games, attracting racing games, and relevant marketing, except fof the hotels and condos to be managed by BlueOne, an affiliate of Taeyeong Construction,

Innocean had registered as the official promoter of 2011 Car Racing Games, and so has been hosting and operating a lot of international events so far.

“The motor sports events or sports marketing activities at the Autopia have not been discussed with Innocean yet, but will make use of the subsidiary for various events to publicize the capabilities and quality of Hyundai motors” said a representative of Hyundai.

Innocean expecially will seek the possibility to renovate the Injae Autopia to a multi-leisure space for automobiles in conjunction with setting up a car theme park.

Innocean is also taking care of the operation of ‘Hyundai Motor Studio’ that was installed by Hyundai early this month at the most bustle street of Gangnam district, Seoul.

The Injae Autopia, opened in May this year, is a facility invested bu a total 210 billion won jointly by Injae-gun and private investors, will be equipped with a car racing track, go-cart court, educational hall for road safety, culture and event halls, theme park, hotels and condos, etc.

Especiall, the track extends 3.98km and is longer than Youngam circuit where the F1 was held, and has vicinity to Seoul, hence attracting carmakers, in particular importers.

However, as Innocean is the subsidiary of Hyundai Motor, some importers may feel uncomfortable in using the Injae Autopia.

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