Hyundai used a fleet of Genesis sedans to set an unusual world record.
As part of the Korean automaker’s “New Thinking” approach, Hyundai launched a campaign titled “A Message to Space” that helped deliver a 13-year-old girl’s note to her astronaut father at the International Space Station. Using the Delamar Dry Lake in Nevada as a blank canvas, the company brought out 11 of its Genesis sedan cars to write a personal message that was large enough to be read from space.
The message covered an area more than one and a half times that of New York City’s Central Park and measured at 5.55 square kilometers, being officially recognized as “the largest tire track image” ever created by Guinness World Records.
“Keeping in line with Hyundai Motor’s corporate vision of being a ‘lifetime partner in automobiles and beyond’, the campaign highlights our philosophy of caring for customers through emotional interaction and becoming a brand beyond simply a means of transportation,” said Scott Noh, Head of Overseas Marketing Group at Hyundai Motor Company. “Although sending a message to space with our Genesis cars was not an easy challenge, it enabled us to demonstrate our caring vision to our customers.”
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