BTS members pose next to Hyundai Palisade. Courtesy of Hyundai Motor

Hyundai strives to promote SUV via BTS endorsement

Corporations always try to distinguish themselves through various marketing tools and celebrity endorsement has been one of the most widely-used choices to raise their awareness in the market.

If celebrities that endorsed a company are doing very well, the company would naturally strive to take advantage of their popularity. That is the case for Hyundai Motor, which attempts to jump on the BTS bandwagon.

The automaker said April 30 that Hyundai Palisade will take BTS members on its journey to 2019 Billboard Music Awards as the K-pop superstars will perform at the ceremony on May 1. The seven-member boy band is nominated for two awards in the Top Duo/Group and Top Social Artist categories of the event.

BTS, which makes a splash across the world after the release of its latest mini album “Map of the Soul: Persona” on April 12, is Hyundai’s global brand ambassador. Hyundai Palisade is the firm’s flagship SUV.

The Seoul-based company provided the eight-passenger vehicle to BTS last November when the septet became the company’s brand ambassador.

Hyundai makes no secret of its hope to promote Palisade, which will go on sale in the United States this summer, based on the popularity of BTS.

With BTS gaining explosive global attention for its music and related videos, the group’s promotional ambassadorship is expected to give a major boost to Palisade’s worldwide advertising campaign,” a Hyundai official said.

Teaming up with BTS has given Hyundai a global platform to highlight Palisade’s bold, cutting-edge design, and functions, including the masculine, ironclad-looking exterior and spacious, classy interior.”

Hyundai Executive Vice President Cho Won-hong concurred.

These days, the way people consume media contents is rapidly changing, and the way companies communicate their brands is becoming more advanced,” Cho said in a statement.

To successfully respond to these changes, communication with young generations through most iconic figures has taken paramount importance in branding.”

Following the Billboard event, BTS will start its U.S. tour on May 4 in Los Angeles.

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The publisher studied Korean history in Seoul and management of business administration in the United Kingdom. He has 20-year experiences in the media business. Kim can be reached at or 82-2-6956-6698.