- The Hyundai ‘N’ performance division has began promoting EVs to a mainstream audience through the video game sector, with a collaboration launched with PlayStation racing game, Gran Turismo 7.
- Starting with Hyundai’s fully-electric IONIQ 5 N, the EV made a digital debut at the Gran Turismo World Esports tournament, which ran earlier this month.
- The EV will also be made available digitally to all players from January, promoting EVs in front of the millions who have purchased Gran Turismo 7.
Hyundai looks to video games to promote EVs
The manufacturer says that the collaboration will help it to showcase its ‘advanced electrification technology and superior driving performance’ to consumers, with more Hyundai N models set to be digitally converted into the game in the future. Many of those models are also likely to be electric examples.
Hyundai’s foray into the video game world as a marketing strategy is a unique one, going beyond simply just licensing the car to be within the game – all helping to reach an early mainstream audience that will be key for mass EV adoption. Previously, some manufacturers such as Nissan attempted to promote their EVs through the ‘metaverse’, but the hype around this concept has largely died down. GMC also featured its Hummer EV in a previous Call of Duty game, in a similar mainstream-focused promotion.
With Hyundai and Gran Turismo developer Polyphony Digital set for continued collaboration in the future, time will tell whether the strategy pays off for the OEM.
On the whole, EVs are becoming ever more common in digital media, both playable and non-playable – even without specific product placement. Research carried out by Zapmap last year found that EV appearances in films have risen 140%, in the last five years.
Joon Park, Vice President of N Brand Management Group, commented:
“During the announcement of our collaboration with Gran Turismo at the Nürburgring 24 race in May, we unveiled the IONIQ 5 N TA Spec, which went on to set a modified production electric SUV record at Pikes Peak International Hill Climb in July this year. We are delighted that the Hyundai N brand and IONIQ 5 N feature in the Gran Turismo World Series with Polyphony Digital, the developer of Gran Turismo. IONIQ 5 N is an excellent starting point for the collaboration between both companies, and we will develop various Hyundai N models in Gran Turismo 7 so that more people can experience the high performance of Hyundai N in the virtual space.”
