Sketch design of the Hyundai Venue/Courtesy of Hyundai Motor

Korean carmaker to show off new SUV next week

Hyundai Motor, Korea’s leading automaker, disclosed design sketches of its much-anticipated new sports utility vehicle (SUV), named the Venue, on April 9.

Venue symbolizes a trendy, unique style, perfect for Hyundai’s newest, smallest and most affordable SUV. The vehicle embodies the characteristics of ‘the place to be,’ en route to the final destination, wherever that may be,” a Hyundai official said.

From everyday workplace activities to weekend fun, Venue is a great fit in accommodating busy lifestyles with an abundance of playful and practical features including seamless safety, versatility, and connectivity.”

Unlike its previous naming theme of citing a specific city or place, Hyundai announced the moniker of the Venue late last month to refer to a general place where people want to be seen.

Hyundai Motor plans to take the wraps off the entry SUV at the New York International Auto Show on April 17.

The global reveal will incorporate an innovative Augmented Reality (AR) element. AR is an interactive experience of a real-world scenario including computer-generated or augmented objects through simulation, without the need for virtual-reality goggles or glasses,” the official said.

He noted that the new SUV targets the millennial generation trying to buy their first cars. He said, “The Venue would be the best choice in terms of design and price.”

The millennial generation refers to those who were born between 1980 and 2000. The demographic cohort is also known as Generation Y.

It remains to be seen whether the Venue will help Hyundai Motor get back on track in the global market.

The Seoul-based automaker has struggled over the past few years for various reasons. It strives to rebound by introducing new models as well as raising its investments in futuristic technologies such as hydrogen-powered vehicles.

Hyundai Motor is a flagship subsidiary of Hyundai Motor group, the country’s second-largest conglomerate whose other units are Kia Motors and Hyundai Mobis.


Hillary Lee studied literature in Seoul. Lee has big interests on various topics including IT, BT, business and finance. Lee can be reached at or 82-2-6956-6698.