KOREA UNESCO World Cultural Heritage - Haeinsa Temple
Janggyeong Panjeon, the Depositories of the Tripitaka Koreana Woodblocks
or missing letter out of the 52.3 million letters. Furthermore, the same font is
maintained from beginning to end. Historians have estimated that the project
required 1.3 million days of craftsmanship over the course of 16 years.
Part of the Goryeo Daejanggyeong phenomenon is its quality of preservation. The
entire collection maintains its original solid shape to this day with not one single
printing plate showing damage, despite its first storage 800 years ago. This
perfect state of preservation was made possible by the use of the highest quality
materials and best crafting processes. The wooden plates were made from
Korean white pine and underwent several anti-aging processes before their use.
First, the plates were stored for three years in saltwater, extracting the resin.
The Goryeo Daejanggyeong Phenomenon (Goryeo Dynasty Tripitaka)
The Daejanggyeong refers to the collection of Buddhist scriptures, also known as
the Buddhist canon, which cover discourses with Buddha, regulations of the
monastic life, and sutra commentaries by renowned monks and scholars. Among
Asian countries where Buddhism has flourished, there are approximately 20
different versions of the Daejanggyeong. The name “Goryeo Daejanggyeong”
implies that the entirety of the work was carried out during the Goryeo Dynasty in
the 13th century. The Goryeo Daejanggyeong has the reputation of being the most
extensive and complete version among many in the world. All of its works have
undergone a thorough process of review and comparison with existing versions
from that era.
Begun in 1236 during the Goryeo Dynasty, the Daejanggyeong, currently
enshrined in Haeinsa, was completed in 1251 under the order of King Gojong.
Over 16 years of intricate and detailed work yielded 1,562 sections, 6,778
volumes, and 81,340 printed wooden blocks totaling 52.3 million letters. If
stacked, the 84,000 Buddhist scriptures would reach 3,200 meters high, and
extend over 60 kilometers. It is often referred to as the Palman Daejanggyeong
(Eighty Thousand Tripitaka) for its quantity of printed plates that it is made up of.
Second, they were placed in boiling saltwater. Finally, they were placed in the
shade to dry before they were ready to be used as the wooden blocks for
inscription. The perfect preservation was furthermore made possible by the
architectural ingenuity used while building the Janggyeong Panjeon (the
depository of the blocks).
The Eighty Thousand Wooden Printing Blocks of the Tripitaka Koreana
The Tripitaka Koreana (Goryeo Dynasty Tripitaka) are the world’s only extant
collection of wooden printing blocks for the Buddhist scriptures that are written in
classical Chinese. A complete collection of Buddhist scriptures, including
Buddha’s discourses and sutras (rules of discipline) given in his lifetime and
commentary by scholars in subsequent generations, is generally called a Tripitaka,
and in Korean it is also called a Daejanggyeong. This Tripitaka is also known as
the Goryeo Daejanggyeong because it was carved during the Goryeo Dynasty
(918~1392) or the Palman Daejanggyeong (Eighty Thousand Tripitaka), because of
the number of the printing blocks in the collection.
It is not only the immense number of printed blocks that determine the value of
the Goryeo Daejanggyeong, but also the quality of craftsmanship displayed on
each block and letter. According to the Goryeo Daejanggyeong annals, the
craftsmen all followed a sacred rule: “a bow per letter.” Those craftsmen
engaged in creating the Goryeo Daejanggyeong were required to bow once as
they finished each letter on the printed wood, thus honoring the sacred Buddhist
scriptures. This process was repeated for the entire project of 52.3 million letters.
Added to this is the astonishing fact that there is not one single misspelled word
Hyundai Motor Company
Phone : (82-2) 3464-3192
Fax : (82-2) 3464-3513
Website : http://www.hyundai.com
Register Date : March. 10, 2006
Registered No. : 2010-A
Publisher : Mong - Koo Chung
Designed : Communications OCTO Inc.
Published : March. 31, 2010
Commercial Vehicle Export Support Team
We welcome your suggestions & your comments. If you have great stories which are related to Hyundai, Please feel free to e-mail Mr. W.H Kim : whk@hyundai.com
&
TRUCK BUS
Spring | 2010 | Vol.05 | No.17
Global News
Chairman M.K. Chung Ranks 3rd
on Motor Trend’s Power List
Global News
Hyundai’s Global Market Share
Exceeds 5 Percent for the First
Time
In 2009, the Hyundai Motor Company recorded an 11.7 percent
annual sales increase over the previous year to reach
3,106,178 units. The sales were broken down to 1,611,991
units in the domestic market and 1,494,187 units in overseas
markets.
compact hatchback produced at the newly opened plant in the Czech
Republic provided one bright spot in the export picture, however.
By region, 2009 saw Hyundai’s market share swell in developed nations
including the United States and the EU despite tumultuous market
conditions. The most impressive performance was witnessed in China
where Hyundai’s sales soared 94 percent to 570,000 units, making it the
Chairman Mong-koo Chung of the Hyundai/Kia Automotive Group has
been rated by a highly-regarded U.S. auto magazine as the third most
powerful figure in the worldwide motor industry. In its 2010 power list
announced Dec. 29, 2009, Motor Trend placed Chairman Chung in third
place, up three notches from the previous year. The power list,
released annually by the 60-year-old magazine, names the world’s top
50 influential figures in the auto industry.
Chairman Chung’s rise to such a high ranking reflects an appreciation
of his leadership, which has helped the Group chalk up impressive
sales in China and the USA while most competitors have struggled in
the face of a worldwide economic slump.
In publishing the list, Motor Trend noted that Hyundai Motor garnered
US$832 million in net profits in the third quarter of 2009. The magazine
particularly emphasized that Hyundai and Kia respectively posted 49 and
45.3 percent spikes in sales growth in October, outshining GM and
Toyota which showed only modest increases. The magazine attributed
the outstanding sales performance to Chairman Chung’s leadership and
evaluated the Group’s outlook for 2010 as “excellent.” In addition, the
magazine ranked John Kraft, President of Hyundai Motor America, fifth
in recognition of his leadership in rolling out creative sales promotion
programs including the highly successful employment protection plan.
At the top of the power list was Chairman of Volkswagen Ferdinand
Piech who engineered the successful acquisition of Porsche. The No.2
spot was taken by Chairman Alan Mulally of the Ford Motor Company,
which was the only one of the “Big 3” U.S. automakers that didn’t take
a government bailout to weather the recent market meltdown.
02
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HYUNDAI Newsletter
The healthy 23 percent increase in domestic sales is
attributable to the successful launch of three new models –
the Equus, Tucson IX and Sonata and the May-to-December
tax break program for new car buyers trading in vehicles that
were 10 years or older. Overseas shipments from Hyundai’s
three plants in Korea suffered a 17.1 percent setback chiefly
due to reduced demand from Russia. Brisk sales of the i30
130 Universe Coaches
Delivered to Iraqi Government
The Hyundai Motor Company shipped an order of 130
Universe coaches to Iraq on Dec. 28, 2009. Hyundai won the
order from the Iraqi Ministry of Transportation in an open
tender in 2008.
The tender was announced twice, with the first closing date
of April 3 and the second Oct. 6, 2008. A total of 38
automakers participated in the tender under the following
brands - Foton, Yutong, Kinglong, Mercedes Benz Elbahouse,
Mercedes Benz Iran, Mercedes Benz MCV Egypt, Scania,
MAN, Volvo, Iveco, Daewoo and Tata.
Al-Kasid Commercial Agencies, Hyundai’s distributor in Iraq,
played a pivotal role in winning the contract. Al-Kasid enjoys
great respect from the Iraqi government for its outstanding
In the meantime, Hyundai’s worldwide commercial vehicle sales slipped
1.2 percent to 67,676 units in 2009. Export sales including CKD kit
shipments slid 7.1 percent to 39,076 units.
For more information, please visit www.hyundai.com.
Overseas CV sales 2009(units)
HMC Sales Record in 2009(’000 units)
3,106
1,494
2,780
1,099
Domestic sales leapt 23 percent to 701,469 units. This gain on
the home front, however, was balanced out by a decline in
exports. Exports took a hit from a strong Korean won, which
rose 15 percent in value against the U.S. dollar and 10.1
percent against the Euro. This resulted in a 0.1 percent dip in
annual sales revenue from the previous year.
4th largest auto supplier in the Chinese market.
570
Region
1,111
911
701
MIDDLE EAST & AFRICA
18,590
E. EUROPE
2,187
C & LATIN AMERICA
4,258
2008
2009
Sales Volume
2008
2009
Domestic
2008
2009
Export
2008
2009
Overseas plant
ASIA & PACIFIC
14,041
CV Sales Record in 2009(units)
68,476
42,058
67,676
39,076
CBU
CKD
Model
HD65/72/78
24,250
MDT
618
HDT
2,680
28,600
26,418
29,732
26,405
2008
2009
Sales Volume
2008
2009
Domestic
12,326
12,671
2008
2009
Export
track record of delivering orders on time and providing efficient aftersale service.
The Hyundai buses delivered will be put into service for intercity
transportation as well as for cross-border transportation to Haj in
Saudi Arabia. The large number of Hyundai buses seen on Iraqi roads
LARGE BUS
1,891
MEDIUM BUS
9,637
will give greater visibility to the Hyundai brand, which is expected to
facilitate Hyundai’s efforts to become a major supplier of large trucks
for post-war construction projects in Iraqi.
The 130 buses shipped this time are equal to 17 percent of the
number of Universe coaches sold during all of last year.
HYUNDAI Newsletter | 03
Global News
Global News
Hyundai to Set Up Commercial Vehicle Joint Venture in China
- Hyundai Motor agrees to establish a 50-50 joint venture with a Chinese commercial vehicle manufacturer.
direct access to the world’s largest commercial vehicle market.
- Through the joint venture, Hyundai aims to sell 100,000 heavy-duty trucks in China by 2014, while gradually expanding its product line-up.
- This will pave the way for Hyundai to establish itself as a complete supplier of vehicles in the world’s largest auto market.
40,000 units a year. In the first year of operation, the joint
venture will ship refurbished Baotou Bei Ben models. But
beginning in 2012, it will launch brand new models by
making use of the state-of-the art technology and
equipment supplied by Hyundai, in its bid to gain a
competitive position in the Chinese commercial vehicle
market.
Through this joint venture, Hyundai will initially focus on
heavy-duty trucks with the goal of selling 100,000 units by
2014. With continued investment, however, it intends to
tap into all segments of the market by featuring a full lineup of products.
“Our entry into China’s commercial vehicle market is
essential for establishing Hyundai’s image as a leading
global car manufacturer in the world’s largest auto
market,” said Vice Chairman Choi at the signing ceremony.
“Our business in China will play a pivotal role in helping us
achieve our global sales target of 200,000 units in
commercial vehicles by 2013,” he added.
The Hyundai Motor Company, riding a wave of explosive growth of its
passenger car sales in China over the years, is revving up to duplicate this
success in the commercial vehicle market.
Recently, Hyundai Motor signed an initial agreement with Baotou Bei Ben
Heavy-Duty Truck Co., Ltd., a Chinese commercial vehicle manufacturer, to
create a joint venture in China. A signing ceremony
took place Dec. 19 at Hyundai’s headquarters in
Seoul, with Mr. Choi Han-Young, Vice Chairman in
charge of the Commercial Vehicle Division and Mr.
Gang Wen, CEO of Baotou Bei Ben Heavy-Duty
Truck Co. and Vice President of the China North
Industries Group.
Under the agreement, Hyundai and Baotou Bei Ben
Heavy-Duty Truck Co. will invest a total of US$400
million to set up a 50-50 joint venture next year. The
new company will incorporate Baotou Bei Ben’s
existing large truck facility, capable of rolling out
04
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HYUNDAI Newsletter
The launch of the joint venture comes at a time when the Korean commercial
vehicle market is becoming saturated with an annual sales volume of 50,000
units, making it a necessity for Hyundai to work more aggressively on
overseas markets to grow as a powerhouse in the global commercial vehicle
market. The joint venture was a timely answer to this need, giving Hyundai
It has been said that Baotou Bei Ben was contacted about a possible joint
venture by other global commercial vehicle manufacturers before signing
with Hyundai, including some in Japan and Europe. Baotou Bei Ben decided
to go with Hyundai in recognition that it would best serve its interests, since
Hyundai is uniquely positioned to supply vehicles that fit into the Chinese
customer’s price range, which is estimated to be about 70 percent of that
figure on the Korean market. The other manufacturers reportedly proposed
jointly building vehicles that were well out of the price range of average
Chinese consumers. In addition to price competitiveness, Hyundai will
ensure that the products supplied through the joint venture will be able to
compete in terms of quality and technology.
Hyundai officials are excited about the joint venture, which is certain to
bolster Hyundai’s capacity to serve the rapidly growing demand for
commercial vehicles and the increasingly diversified needs of customers in
China. The joint business will cover all aspects of commercial vehicle
business, ranging from vehicle and engine manufacturing, sales, R&D and
after-sales service to distribution. Coupled with its success in the passenger
car market, this joint venture will pave the way for Hyundai to emerge as a
more comprehensive supplier of vehicles in China and to respond more
efficiently to that country’s evolving market needs. On the practical side, the
joint venture will save Hyundai a great deal of time and resources since it
will enable the company to bypass the time-consuming construction of a
plant on its own, which could take up to two years.
Sales Standings of China’s Domestic Large-size Truck Suppliers
Ranks
2008
2009(as of October)
Units Sold
Market Share
Units Sold
Market Share
1
CNHDT
111,424
21%
106,355
21%
2
FAW
107,093
20%
111,218
22%
3
Dongfeng
106,490
20%
88,158
17%
4
Shaanxi
65,084
12%
55,390
11%
5
Beiqi Foton
57,107
11%
65,501
13%
6
Bei Ben
25,038
5%
22,763
4%
7
SAIC
24,750
5%
17,990
4%
8
Anhui Hualing
12,828
2%
14,708
3%
9
Jianghuai
10,786
2%
10,216
2%
10
Hubei Sanhuan
7,745
1%
8,231
2%
About Baotou Bei Ben Heavy-Duty Truck Co., Ltd.
Baotou Bei Ben Heavy-Duty Truck Co. is one of the leading
commercial vehicle manufacturers in China, ranking 6th among heavyduty vehicle makers by sales volume. It operates three manufacturing
plants across China. Its parent company is the China North Industries
Group.
Partial Restructuring in Top Management of HMC CV Division
Senior Executive Vice President Hyun-Sup Song was named the head
of the Jeonju Plant to succeed Senior Executive Vice President YoungKook Kim as of Jan. 1. Since joining Hyundai Motor in 1974, Mr. Song
has carved out a successful career in production and technology. On
his last stint, Mr. Song served as head of the Hyundai plant in India
from 2003 to 2009.
On Feb. 18, Executive Vice President Wang-Sik Min was appointed to
succeed Senior Vice President Jae-Yoon Lee as head of the CV Export
Division. Since joining Hyundai Motor, Mr. Min has developed his career
mostly in overseas passenger vehicle sale. His career includes a
managerial position in the sales department of Hyundai Motor India and a
post as head of the Europe Division of the Global Business Division prior
to his latest transition to the CV Export Division.
Senior E.V.P H.S.Song
Executive V.P W.S. Min
HYUNDAI Newsletter | 05
Cover Story
Cover Story
Hyundai 4WD - A True Workhorse Perfect for All Types of Off-road Operation
Hyundai 4WD commercial vehicles can negotiate hostile terrain effortlessly
by efficiently delivering power to both front and rear axles. This, coupled
with unparalleled performance and safety, makes them an ideal choice for
driving off-road in mountainous areas or deserts or on slippery surfaces
Applications
covered with mud, snow or ice.
Top-notch quality, performance and competitive prices have earned Hyundai
4WD vehicles raves from global customers, making them highly sought after
in Asia-Pacific, the Middle East, and South and Central America.
Crane Cargo
HD65 Double Cab
Snowplow
Suitable for transporting timber or rocks in
mining or mountainous areas
Ideal for transporting workers in mining or
mountainous areas
Efficiently removes snow from roads
2. Available in Part-time or Full-time 4WD
Tank Truck
Decked Cargo
County
The HD65, HD72 and County vehicles offer part-time 4WD, switching
between 2WD and 4WD depending on surface conditions. However, the
HD120 model offers a full-time 4WD system which powers all four wheels
all the time. Power is distributed between front and rear axle at a ratio of
30:70 for ordinary driving, which shifts to a 50:50 power ratio for driving
off-road or on slippery surfaces.
Reliable choice for transporting oil to mining
or mountainous destinations
Good for transporting cargo in mining or
mountainous areas and around military bases
Used for transporting residents in mining or
mountainous areas
3. Configurable for Varied Special Purposes
Mobile Workshop
Fire Truck
Dump
Hyundai 4WD commercial vehicles boast great versatility of use. They can
be configured as a crane cargo, tank truck or passenger bus for operating
in mountainous or mining areas or as a cargo or dump truck for use in
deserts. Hyundai 4WD vehicles are also widely used as mobile workshops,
snowplows and fire trucks.
An automobile clinic on the move for prompt
off-road emergency service in mining areas
Designed to fight forest fires with the capability
to negotiate steep hills with a fully-loaded tank
Well-suited for transporting dirt, sand or gravel
on rough, unpaved, off-road terrain
Features
1. Maximum 60% Climbing Gradient; Wading Depth of 0.4 to 0.9 Meter
Hyundai 4WD commercial vehicles are capable of negotiating steep
inclines of up to 60% and wading through 0.4 to 0.9 meter-deep water
with ease and safety.
Specifications
In Focus : Transfer Case
All 4WD vehicles use a transfer case to power all four wheels. The transfer case,
located behind the transmission, splits drive torque between front and rear axles.
Part-time 4WD switches between 2 wheel and 4 wheel drive depending on
surface conditions, while full-time 4WD powers all four wheels at all times.
Part Time
Wheel Base(mm)
Chassis
Length
Overall
Width
(mm)
Height
Rear Axle
Min. Ground Clearance(mm)
Brake
Full Time
Tire
Image
HD65 Transfer Case
HD120 Transfer Case
Driving
The vehicle switches between 2WD for highway or ordinary driving
and 4WD for driving off-road or on slippery surfaces.
4WD is operable only in low range mode.
4WD is engaged at all times and operable both in high
and low range modes, ensuring stable performance off-road
or on snowy or icy surfaces at high speed.
Power Distribution
(Front : Rear)
2WD 0 : 100
4WD 50 : 50
2WD 30 : 70
4WD 50 : 50
Available Models
HD65, HD72, COUNTY
HD120 (STANDARD, SUPER)
06
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HYUNDAI Newsletter
4X4
Body
Front
Rear
Transfer
Power Distribution Normal
(FRONT:Rear) Off-Road
Front
Reduction
Gear
Rear
Front
Suspension
Main
Rear
Helper
Front/Rear
Locking
Differential
Transfer
Gradeability(%)
HD65 4X4 Cargo
Wide
Short
Long
2750
3375
5120
6074
2030
2030
2367
2367
6.166(ONLY)
200
HD72 4X4 Cargo
Wide
Short
Long
2750
3735
5245
6715
2030
2170
2515
2515
6.166(ONLY)
6.166(ONLY)
235
235
HD120 4X4 Cargo
Hydraulic with vacuum
servo assistant,
dual circuit
Hydraulic with vacuum
servo assistant,
dual circuit
Full Air
with dual circuit
Full Air
with dual circuit
Hydraulic with vacuum
servo assistant,
dual circuit
7.00R*16-10PR
Single
Double
Part-time
0:100
50:50
Single, Full Floating Type
Single, Full Floating Type
1200X70X10t-5/11t-1
1250X70X10t-6
990X70X13t-3
X
X
60
7.50R*16-12PR
Single
Double
Part-time
0:100
50:50
Single, Full Floating Type
Single, Full Floating Type
1200X70X11t-2/10t-4
1250X70X10t-1/11t-5
990X70X11t-2, 12t-2
X
X
60
245/70R19.5-14PR
Single
Double
Full-time
30:70
50:50
Single, Full Floating Type
Single, Full Floating Type
1300X70X11t-7
1300X70X12t-2/11t-8
1020X70X17t-4
X
O
60
365/85 R20-XZL
Single
Single
Full-time
30:70
50:50
Hub
Hub
1300X70X11t-7
1300X70X12t-2/11t-8
1020X70X17t-4
O
O
60
7.00R*16-10PR
Single
Double
Part-time
0:100
50:50
Single
Single
1200X70X11t-2,12t-3
1360X70X11t-5/12t-2
X
X
60
Standard
Short
3795
6970
2400
2695
4.333(ONLY)
210
Long
4260
7670
2400
2695
4.333(ONLY)
210
County
Super
Short
Long
3795
4260
6970
7670
2495
2495
2825
2825
4.333/4.875/3.909 4.333/4.875/3.909
380
380
Standard
Long
3350
6345
2035
2800
6.142.
195
4085
7080
2035
2800
6.142.(ONLY)
195
HYUNDAI Newsletter | 07
Global News
Global News
Hyundai CV Philippines Ushers In 2010 with New Showroom and
Service Workshop
Maxima Machineries Incorporated,
HMC’s exclusive commercial vehicle
distributor in the Philippines, inaugurated
its new Hyundai Truck & Bus showroom
and service workshop on Jan. 25. Present
at the momentous event were HMC Vice
Chairman Mr. Han-Young Choi, HMC
Managing Director Mr. Yang-Sub Oh,
HMC General Manager Mr. Hyun-Guk Ko,
Maxima President Mr. Raul M. Ang,
Quezon City Vice Mayor Hon. Herbert
Bautista, Quezon City Councilor Ms. Joy
Belmonte-Alimurong and other officials.
With a vision of providing value-added
services for the success of its business
partners, Maxima has provided quality
products and after-sales support for more
than 20 years. The launch of the new
facility marks an important milestone in
Maxima’s tireless efforts to provide the
best support to its partners and to put the
Hyundai brand on a solid footing in the
Philippine CV market in particular.
The new workshop will enable Maxima to
become more efficient and effective in
providing value-added services to its
partners. Yet, its efforts to deliver the
highest values to its partners and keep
reinventing itself for improvement will not
stop here. Backed up by Maxima’s
unwavering commitment to the success of
its partners, the new operation will play a
key role in boosting Hyundai’s CV sales and
market share in the Philippines.
About Maxima
Established in 1988, Maxima enjoys a solid
reputation as the leading supplier of quality
equipment in the Philippines, backed by
superior after-sales support. In its early
years, Maxima was primarily engaged in the
08
|
HYUNDAI Newsletter
First African Sales Conference Held in Nairobi
The HMC CV Division recently held its first sales conference in Africa in an
effort to improve marketing support for Hyundai distributors in the continent.
The conference, which took place in Nairobi, Kenya, from Feb. 8-10, was
attended by 15 individuals representing seven distributors in six African nations.
sale of brand new construction and mining
equipment, which entailed the supply of
spare parts and provision of after-sale
service as well. Recognizing that customer
satisfaction was of utmost importance,
Maxima invested heavily in improving its
customer support capabilities, particularly in
after-sale service and customer training.
Under the able leadership of its president,
Raul Ang, Maxima has grown into a worldclass corporation with PHP 800 million
(US$20 million) in capital. Maxima has six
branches strategically located in key cities
across the Philippines. Each has its own
parts depot and team of field service
technicians, and three of them are equipped
with a modern service workshop.
Maxima successfully ventured into the rental
business in 2001. From a starting workforce
of 28 employees, the company now employs
over 300 people to serve the growing needs
of its customers. One particular achievement
Maxima takes pride in is the winning of the
ISO 9001:2000 Certification for its Quality
Management System in 2005, which made
the company the first ISO certified equipment
distributor in the Philippines.
African commercial vehicle markets are relatively young, small in size and
have a variety of different needs, for reasons such as the fact that some
nations use right-hand drive. These characteristics make marketing support
visits to individual dealerships impractical, which is the reason Hyundai
decided to organize the conference.
The conference consisted of programs to educate participants on the full lineup of Hyundai products as well as strategies for promoting sales and
discussing solutions to specific problems encountered by the distributors.
Hyundai plans to continue to hold such conferences on an annual or biannual
basis to increase sales in African markets.
Publications
The HMC CV Division recently posted a
data file on its Image Bank website
(http://imagebank.hyundai-motor.com)
which contains newly-designed banners
for four models to be used in decorating
showrooms. The banners, a part of the
showroom display kit supplied by
Hyundai to its dealers, can be printed in
different sizes to fit individual
showrooms. The four models promoted
by the new banners are the Mighty (three
types – Euro III, General and RHD) and
Heavy-duty Trucks and County and
Universe Coaches.
HD120 Truck and County Coach. The
leaflet will contain information about key
features that make these models the best
solution for off-road navigation in
mountainous or muddy terrain, in deserts
or on snow-covered, icy roads.
The HMC CV Division will also publish a
4-page leaflet featuring three new 4WD
models unveiled in December 2009. The
models are the 4WD Mighty Truck, the
HYUNDAI Newsletter | 09
Global News
Before Service
Hyundai Opens Micro-Site for 2010 FIFA WORLD CUP™
Hyundai Motor Gearing Up for Ambitious CV Overseas Service Programs for 2010
- The site opening officially kicks off Hyundai’s 2010 FIFA World Cup South Africa marketing activities.
- The site will feature a variety of online and offline programs to connect football fans worldwide
- FIFA World Cup partnership will boost Hyundai’s brand image.
As the world economy is slowly emerging from a slump that persisted throughout last year, the global commercial vehicle market is
also expected to regain its growth momentum this year. In a bid to seize that momentum as an opportunity to ramp up its worldwide
sales, the HMC CV Division is gearing up to launch a series of ambitious customer support programs.
FIFA website can easily find their way to the Hyundai site to participate in
the slogan contest. Hyundai is the first sponsor to provide such a link from
the 2010 FIFA World Cup website to its own promotional website.
In addition to these online marketing activities, Hyundai will display its
popular vehicles at stadiums during the World Cup Games, such as the
all-new Sonata and Tucson ix (badged as “ix35” in some regions).
Hyundai has a variety of promotional events in store for world soccer
fans to bring them in closer touch with the World Cup Games,
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Price
for Fleet
Against this backdrop,
HyundaiMark-downs
is planning to conduct an analysis of
Companies
Vehicle
for Replacement
how much Hyundai commercial
vehicles
actually
cost to maintain, in
Lifetime
Parts
Extension
a bid to prove their competitiveness in maintenance costs. For this
Program
including the “Hyundai Fan of the Match.”
As an official partner of the 2010 FIFA World Cup South Africa, the
Hyundai Motor Company launched its 2010 FIFA World Cup microwebsite on Feb. 1, this year, marking the official start of its FIFA World
Cup marketing activities.
Hyundai officials are confident that the company’s World Cup
marketing activities will create a synergistic effect, boosting its brand
image while adding to the momentum of a successful sponsorship of
the 2006 World Cup Games.
Visitors to the site will have the opportunity to learn about 2010 FIFA World
Cup South Africa and Hyundai’s online and offline promotional events.
Promotional events include a chance to win free tickets to World Cup
games and the “Be There With Hyundai” slogan contest. The winning
slogans from the contest will decorate respective national team buses. The
micro-website also offers online games and other fun features.
Hyundai has been one of the strongest corporate supporters of soccer
in the world. It has served as official sponsor for the last two rounds of
World Cup Games, 2002 in Korea and Japan and 2006 in Germany, as
well as many other FIFA tournaments. Hyundai has extended its
strategic sponsorship agreement with FIFA to cover the 2010 and 2014
World Cup Games. The agreement accords Hyundai main sponsorship
rights for all FIFA events, including the rights to use event logos and
emblems and to display signage at stadiums.
The Hyundai World Cup sponsor site is linked to the official website of the
2010 FIFA World Cup South Africa (www.FIFA.com) so that visitors to the
The Hyundai sponsorship site (http://fifaworldcup.hyundai.com) will be
open throughout the 2010 FIFA World Cup Soccer Games.
Hyundai Donates US$100,000 to Help Quake-Stricken Haiti
The Hyundai Motor Company donated US$100,000 to the Red Cross to
help out with the international relief efforts in Haiti in the wake of a
devastating earthquake. Hyundai joins the rest of the world in wishing
the people of Haiti a speedy recovery from the disaster.
As part of its efforts to fulfill its duties as a global corporate citizen,
Hyundai has been active in lending a helping hand to people in
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HYUNDAI Newsletter
disaster-stricken areas in the form of monetary donations, distribution
of emergency supplies, or direct participation in relief activities.
Hyundai provided aid in the aftermath of Iran’s earthquake in 1999, the
2004 tsunami disaster in Asia, 2007 Greek forest fires and the 2008
earthquake in Sichuan, China, to name a few of its efforts.
3. Vehicle Lifetime Extension Program
One of the most important factors affecting purchase decisions for
commercial vehicles is the anticipated costs of maintenance. In other
words, customers want to know, in addition to the initial purchase
price of a vehicle, how much more it will cost to keep the vehicle
running throughout
its lifetime.
Maintenance
1. Maintenance Support for Fleet Companies
Hyundai Motor is putting together a special maintenance support
program for its fleet customers. Fleet companies are an important
source of demand for Hyundai commercial vehicles. They are not only
big customers, but they also generate a continued stream of revenue
beyond initial product purchases as they are in constant need of
maintenance service to keep their fleets up and running. In recognition
of this, the program will offer the following benefits to fleet customers.
- free maintenance checks for Hyundai vehicles in the fleet (twice a year)
- extended warranty service beyond the original warranty period (one time)
- supply of replacement parts at special discount prices
purpose, Hyundai will survey fleet companies about how much they
spend on maintenance and service for Hyundai and competitive
models in their fleets. The findings of the comparative analysis will
be shared throughout the Hyundai Motor Company and with
distributors and customers. The inquiry will also serve as an
opportunity to find out where there is room for improvement in
enhancing Hyundai commercial vehicles’ competitive edge in
maintenance costs.
In addition to the three preceding programs, the HMC CV Division is
working on a variety of support programs for its worldwide customers.
For more details, customers are advised to check with their local
Hyundai distributors after March.
This program, administered in conjunction with Hyundai distributors, is
scheduled to be launched in the first half of this year on a pilot basis
prior to more extensive implementation in the second half.
2. Price Mark-downs for Replacement Parts
Maintenance often requires the purchase of replacement parts.
While most customers favor using authentic parts supplied by car
manufacturers, price considerations sometimes make them hesitate
to choose genuine replacement parts over imitations. To address
this problem, Hyundai Motor is planning price markdowns for
customers in the following categories:
- customers in major overseas markets
- customers placing large-size orders
HYUNDAI Newsletter | 11
Global News
Global News
KD Business of HMC CV Division
1. Knock-down
HMC’s knock-down (KD) export program involves exporting kits to a
foreign country that can be assembled into vehicles either by a local
partner or at a Hyundai-owned local plant. KD export requires a much
longer period of preparation than the export of fully assembled vehicles.
Success in KD exports depends on a careful examination of the feasibility
of the proposed KD deal and efforts to ensure that vehicles produced
through the KD arrangement are of equal quality to those exported fully
assembled. KD exports, however, offer advantages in terms of avoiding
heavy customs duties imposed on imports of fully assembled vehicles.
for more effective market penetration. Securing a sizeable presence in
China and India, the world’s two largest commercial vehicle markets, is
also high on the agenda.
3. Major Existing and Prospective CKD Partners
1) Existing CKD Export Markets
Nation
Partner
Indonesia Korindo
1) Types of KD
CKD : Complete Knock-down
SKD : Semi Knock-down (e.g. Cabs, BIW (body in white))
2) Roles of Parties to Knock-down Export Deal
HMC : responsible for supplying knock-down kits, assembly and
production technology and quality-control expertise
Partner : responsible for making necessary investments in
production facilities, acquiring selling rights from HMC and paying
HMC royalties for the technologies supplied
2. Yearly Sales and Targets
Hyundai’s CKD exports have so far centered on Mighty light-duty trucks
and County minibuses. The number of vehicles exported using this
method amounted to 12,000 units in 2008, followed by a modest
increase in 2009 in the global economic recession. The CKD export
target for 2010 is 15,000 units.
Hyundai’s mid- and long-term goals call for securing a focal production
base in each of the world’s major commercial vehicle markets and
developing products tailored to European and North American markets
Export
Models
Custom Duty Rates
for Finished/CKD
2008
Mighty
40/5
4,140
3,180
4,800
6,060
5,000
2010
Plan
2009
Iran
IKD
Mighty/Chorus
30/15
3,060
Russia
TagAZ
County
25/7
3,664
Vietnam Vinamotor Mighty/County
60/15
1,310
3,071
3,000
Malaysia Inokom
Mighty
30/0
180
240
240
Mighty
22/5
60
1,400
Turkey
Karsan
600
Hyundai’s existing CKD export markets are Indonesia, Iran, Vietnam
and Russia. Hyundai is slated to initiate CKD exports to Turkey and
Morocco in 2010. In 2009, Iran and Vietnam stood out as the fastest
growing CKD markets, while Russia
shrank greatly in market size. In 2010,
a worldwide economic recovery is
anticipated to reinvigorate the existing
CKD markets while facilitating success
in new markets.
Existing
Russia
2) Prospective New CKD Markets
Turkey
Target Markets : China, India, Pakistan, Russia
Of the prospective new markets under
study, China – the world’s largest
commercial vehicle market – represents
the biggest-ever opportunity for
Hyundai. With this in mind, Hyundai is
currently working on a joint venture
partnership with a Chinese company as
the basis for unlocking the massive
market.
Prospective
China
Iran
Morocco
Pakistan
India
Vietnam
Malaysia
Indonesia
5. KD Project Process
HMC Jeonju Plant
Overseas CKD Partner
E/ITEM Definiton
1. Project
Schedule
2. Firm Order
NEW PROJECT
CKD BOM Set-up
Pack'g & Frt Charge Control
HMC Vendor
Order Process
Sales & Market'g
Mighty
County
Etc
12,326
L/C Open (Payment Define)
ORDINARY
PROCESS
10,064
3,960
CKD Order
15,000
12,671
Offer Detail
Packing Detail
Custom & Clearance
8,990
6,000
6,660
Quality problem
Pack'g spec
Offer Detail List Issue
Part Production Order
Receipt
Part & Pack'g Material
Procurement
Production
Part Inspection
Middle Box Packing
KD Pack'g & bann'g
Part Delivery
Inland Unpack'g & arrange
Vehicle Production
Assessment
5,890
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5,710
6,306
5,895
224
20
116
300
2007
2008
2009
2010
HYUNDAI Newsletter
Claim Procedure
Compensation
Shipping
Custom clearance
& Inland Transportation
HYUNDAI Newsletter | 13
Global Family
Global Family
CIS & Central Europe Team
Export Department of HMC CV Division at a Glance
The HMC CV Division consists of three departments - Marketing, Export Support and Export. The Marketing Department is in charge of overseeing all marketing
efforts including product and market research, product launch events and motor shows. Export Support is responsible for managing all activities designed to
promote exports. For example, it organizes customer invitation programs and distributorship conventions, produces promotional publications and supports OTD
(order to delivery). The Export Department is charged with overseas marketing in collaboration with Hyundai regional headquarters and offices abroad.
Team Leader
The Export Department is composed of 5 teams by region – the Africa & Middle East Team, Latin America & Caribbean Team, Asia & Pacific Team, CIS &
Central Europe Team, and KD Operation Team. Their work can be divided into marketing planning and marketing support. On the planning side, the teams draw
up business plans and formulate plans and strategies for marketing and developing new markets. On the support side, they collect payments for orders,
support OTD and tender bidding, receive Letters of Credit, and carry out fleet sales support activities.
Mr. I. T. Kim
Sales Territory :
CIS & Central Europe
Tel : +82-2-3464-3370
M.P : +82-10-2346-7309
E-mail : 9163325@hyundai.com
Africa & Middle East Team
2nd row from left - Mr. Alexander Jo / Mr. Mike Jeong / Mr. J. S. Lee
1st row from left - Mr. Y. I. Kim / Ms. S. K. Han / Mr. I. T. Kim / Mr. Andrei Choi
Asia & Pacific Team
Team Leader
Mr. J. H. Hwang
Sales Territory :
Africa & Middle East
Tel : +82-2-3464-3207
M.P : +82-10-2512-3016
E-mail : jhhwang9@hyundai.com
Team Leader
Mr. D. H. Choi
Sales Territory : Asia & Pacific
Tel : +82-2-3464-3200
M.P : +82-10-2346-8824
E-mail : dhchoi9@hyundai.com
2nd row from left - Mr.Ryan Kwon / Mr.Bruce Kim / Mr.Denny Kim / Mr. S.C. Jeon / Mr. Roscoe Cho / Mr. Jacob Lee
1st row from left - Ms.Ji Ashley Rogers / Ms. S.Y. Yoo / Mr.J.H. Hwang / Mr. S.G. Kang
2nd row from left - Ms. Min. S. O, Ms. Lim. A. R / Miss Jung. J. Y / Mr. Seo. D. O / Mr. Son. S. H / Mr. Lim. H. C
1st row from left - Mr. Lee. H. J. / Mr. Choi. D. H. / Mr. Kim . I . H. / Mr. CHA D.K.
Latin America & Caribbean Team
KD Operation Team
Team Leader
Mr. M. J. Kang
Team Leader
Sales Territory :
Latin America & Caribbean
Tel : +82-2-3464-3210
M.P : +82-10-4736-2153
E-mail : mjkang9@hyundai.com
Mr. S. Y. Kim
Sales Territory : worldwide
Tel : +82-2-3464-3260
M.P : +82-11-9155-8754
E-mail : sykim9@hyundai.com
2nd row from left - Mr. S.S Oh / Mr. S.C. Lee / Mr. D.S. An
1st row from left - Ms. I.J. Choi / Mr. M.J. Kang / Ms. Y.J. Lee / Ms. H.R. Kim
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HYUNDAI Newsletter
from left – Mr. S.J. Park / Mr. S.J. Kim / Mr. S.Y. Kim / Mr. J.M.Oh
HYUNDAI Newsletter | 15