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Carbon neutrality vision

The Last Safety Feature

6 minute read

The world is evolving faster than ever. An example is the continual advancement of driving technology and mobility breakthroughs. And while all these innovations contribute daily to improving our lives, there is still one thing they cannot protect us from - the proliferation of natural disasters. From floods and fire to drought and extreme weather patterns, we now face unprecedented challenges that demand new approaches to working, living, and moving.

Showing a road we don't have to go down

The Last Safety Feature campaign builds upon the successful Cannes Silver Lion-winning Bigger Crash campaign of 2022.
Bigger Crash campaign shows the destruction and chaos that hurricanes, typhoons, and storms cause when they slam into populated areas. In every motif, the name and speed of each storm are seen, underlining the pressing issues of extreme weather.

The main difference between the two campaigns is that The Last Safety Feature focuses on the automotive safety features we generally rely on and how they are useless in the face of catastrophic natural events. The campaign visuals show vehicles whose damage comes not from accidents but from natural disasters. Whether scorched by fire, buried under a sandstorm, flooded, or impacted by blizzards and landslides – each image captures authentic, real-life moments worldwide. Every motif contains a standard safety feature in modern Hyundai vehicles, such as a traction control system or integrated coolant distribution.
We always equip our vehicles with the best and latest safety features to protect drivers in the best possible way. However, there is one threat that even the best features in the world cannot protect us from: climate change. That’s why the ultimate safety feature is to take action. In concrete terms, this means that Hyundai is investing heavily to become carbon neutral by 2045.

A landslide has caused a road to collapse and partially buried a small compact car.

It's everyone’s concern

As seen in the campaign images, the increasing occurrence of natural disasters triggered by rising temperatures has become an unfortunate 'new normal.' It can be witnessed in record-breaking fires in North America and Europe, severe flooding in Thailand and Korea, and extreme air pollution in India. No matter where one is, one is not safe or unaffected by these catastrophic events. Scientists worldwide have extensively studied these patterns and firmly connected them and their increasing frequency to greenhouse gases.

A wildfire has severely damaged a pickup and continues to burn in the background.
Due to an intense snowstorm, a tanker truck lies on its side on the highway.

We feel an obligation to move forward to carbon neutrality

Although we all face many serious issues, there is room for optimism, action, and hope for a better, more environmentally sound tomorrow. We are at the crossroads between the end of the industrial age and shifting to an era characterized by cleaner energy and the advancement of the circular economy. This is an exceptional opportunity for us at Hyundai to take a new course of action for the good of us all and the generations to come.

All eyes on the goals ahead

We aim to reach carbon neutrality by 2045. In advancing our ambitious project, we have conducted numerous business initiatives aimed at helping us achieve this goal. This includes diverse hydrogen-power projects for a future energy shift, investing in the further electrification of mobility, ocean conservation, reforestation, and much more.

Hydrogen tanks are standing in a facility with wind turbines in the background.

Forward-thinking even back then

In 2013, Hyundai Motor Company commercialized the world's first fuel-electric vehicle (FCEV). This was followed in 2018 by the launch of NEXO, which achieved the distinction of being the top-selling vehicle of its kind worldwide.

At the recent CES 2024, we introduced the promising 'Waste-to-energy' technology that converts common 'problem materials' like sewage sludge, food waste, livestock manure, and plastic waste into hydrogen energy and ‘Plastic-to-Hydrogen’ technology which converts plastic waste to hydrogen energy. Hyundai Motor Company envisions a hydrogen society with an ecosystem of hydrogen production to storage, transportation, etc.

A little girl walks through a landscape full of technical drawings and hydrogen bubbles.

Charge and take charge

We are committed to advancing global electromobility. By 2035, all vehicles sold in Europe will be 100% certified electric, and we are striving for 100% at major markets by 2040. This comprehensive strategy encompasses the adoption of Integrated Modular Architecture (IMA), bolstering electric vehicle manufacturing capabilities, heightening battery proficiency, and establishing value chains across all sectors. In helping to make this all a reality, we are constructing dedicated EV facilities worldwide, like Ulsan in South Korea, Georgia in the US, and other international locations. It's all part of our roadmap to a future with progress for humanity.

A split screen shows a Hyundai Pony in half a retro atmosphere and half a modern one.

Deep dive into ocean conservation with the 'Healthy Seas' project

We are proud to partner with the NGO 'Healthy Seas' and share their vision of protecting the world's oceans and all their rich and vital biodiversity. We have focused on the practical and long-term removal of plastic and fishing debris threatening life and ecosystems and its public awareness. Moreover, we work with volunteer divers to collect abandoned fishing nets, also known as 'ghost nets' from reefs and shipwrecks. Additionally, we run educational programs to teach children the importance of keeping oceans clean and their conservation. We also collaborate with fishermen and communities to prevent fishing nets from ending up in oceans or landfills.

'Healthy Seas' is a registered charity founded in 2013 to tackle the ghost-fishing phenomenon that causes the needless death of countless marine life.

A group of Healthy Seas divers on a boat heading out to sea.
Members of the Healthy Seas organization display plastic fishing nets they have removed from the ocean.
Healthy Seas Divers removing old fishing nets from a shipwreck.
Two people are hiding behind trees in the IONIQ forest and raising their arms.

Planting hope with the IONIQ Forest

The ocean is not the only place we are trying to keep our obligation to a positive environmental impact. Hyundai is also active on land, planting approximately 400,000 trees in Korea, US, Mexico, Brazil, and India to absorb carbon dioxide and maintain biodiversity.

In the last two years, IONIQ Forest Hongcheon planted 5,000 Korean fir tree saplings, which are an endangered species according to the International Union for Conservation of Nature (IUCN). In 2023, IONIQ Forest Brazil, in collaboration with the College of Agriculture, University of São Paulo, has started operating a research forest near our factory with the aim of developing a methodology for restoring rainforests. We intend to plant around one million trees worldwide by the end of 2024 as part of the IONIQ Forest Project.

Newly planted trees in the IONIQ conservational forest.
Male and female volunteers planting new trees in the IONIQ forest.

Our sincere obligation to a carbon-neutral future

As automakers, we must continually take action to address climate change and foster innovative solutions to combat it. Because the world belongs to all of us, let's make it better for future generations.

Follow @hyundai on Instagram and see how we are powering the future of hydrogen mobility worldwide.

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