Hyundai Steel has unveiled a brand film that captures the shared values of the World Rally Championship (WRC) and the steel industry, showcasing its 70-year history of challenges and technological competitiveness.
On October 28, Hyundai Steel announced the release of the brand film titled 'Legacy of Human,' themed 'The Rally Ends, but Steel is Eternal.'
The video intertwines the history of challenges and innovations faced by both the WRC and Hyundai Steel, highlighting the experiences and skills of employees that have contributed to today's achievements and how these will be passed on to future generations.
Founded in 1953 as Korea Heavy Industries Corporation, Hyundai Steel has grown into a global steel company through continuous technological development and investment in facilities. Notably, it expanded its business areas to include automotive steel plates and special steel following the launch of its integrated steel mill in Dangjin in 2010.
The film features interviews with WRC drivers and Hyundai Steel employees. Workers from the Incheon, Suncheon, and Dangjin plants share their experiences from the first production of molten iron, the skills they have accumulated on-site, and the know-how they wish to pass on to their successors.
Additionally, the film illustrates the technical connections between motorsports and the steel industry by showcasing how durability data obtained from extreme driving conditions in the WRC is utilized in automotive material development.
Hyundai Steel emphasizes that the experiences and skills from the field lead to future competitiveness, reinforcing its commitment to human-centered corporate values and an innovative brand image.
A Hyundai Steel representative stated, 'This brand film was planned to reflect on the dedication and challenges of our employees who have shaped Hyundai Steel today. We will continue to convey our unique history, technology, and human stories through various content to enhance our brand value.'
Meanwhile, the brand film can be viewed on Hyundai Steel's official YouTube channel. The company is also set to release a follow-up film, 'Legacy of Steel,' in November, which will express the unique properties and values of steel through video and music.
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.