The Korea Times close
National
  • Politics
  • Diplomacy
  • Defense
  • Labor & Environment
  • Law & Crime
  • Health & Welfare
  • Embassy
  • Seoul & Provinces
  • Education
  • Foreign Communities
  • Obituaries
  • Multicultural Youth Award
Biz & Tech
  • Auto
  • IT
  • Game
  • Manufacturing
  • Retail & Food
  • Energy
  • Construction
  • Airlines
Finance
  • Policies
  • Economy
  • Markets
  • Banks
  • Non-banks
  • Economic Essay Contest
Opinion
  • Editorial
  • Columns
  • Thoughts of the Times
  • Cartoon
  • Today in History
  • Blogs
  • Tribune Service
  • Blondie & Garfield
  • Letter to the Editor
Lifestyle
  • Arts
  • Books
  • Travel & Cuisine
  • Trend
  • Fashion
  • Around Town
  • Fortune Telling
Entertainment
  • K-pop
  • K-dramas & Shows
  • Movies
  • Music
  • Performances
  • Asia Model Festival
Sports
  • Football
  • Golf
  • Baseball
  • Other Sports
World
  • Asia Pacific
  • Americas
  • Europe & Africa
  • SCMP
Video
  • On the Spot
  • Feature
  • News
Photos
  • Photo News
  • Darkroom
Community
  • The Korea Times
  • search
  • Site Map
  • E-paper
  • Subscribe
  • Register
  • LogIn
search close
  • The Korea Times
  • search
  • Site Map
  • E-paper
  • Subscribe
  • Register
  • LogIn
search close
Biz & Tech
  • Auto
  • IT
  • Game
  • Manufacturing
  • Retail & Food
  • Energy
  • Construction
  • Airlines
Wed, January 20, 2021 | 22:25
Auto
Hyundai drops hint at Japan entry with Nexo
Posted : 2020-06-21 17:10
Updated : 2020-06-21 17:28
Mail
Print Preview
Font Size Up
Font Size Down
Hyundai Motor's Nexo / Courtesy of Hyundai Motor
Hyundai Motor's Nexo / Courtesy of Hyundai Motor

By Nam Hyun-woo

Hyundai Motor's Nexo / Courtesy of Hyundai Motor
Hyundai Japan Twitter account / Captured from Twitter
Hyundai Motor has hinted that it will make a possible reentry into the Japanese market with its hydrogen fuel-cell vehicle, opening an official Twitter account for Japanese customers, according to industry officials, Sunday.

The Korean automaker withdrew from the passenger vehicle market in Japan in 2009, and has been selling commercial vehicles only. The message appearing on social media is interpreted as Hyundai's continued effort to make a foray into Japan, following its botched attempt to participate in the 2019 Tokyo Motor Show.

Hyundai Motor created a "Hyundai Japan" Twitter account (@Hyundai_japan) this month and uploaded its first posting on June 15. In the tweet, Hyundai Japan wrote it will provide viewers "the latest information on Hyundai," showing its hydrogen fuel-cell vehicle, the Nexo.

In the following postings, Hyundai Japan promoted a campaign with boy band BTS and a number of merchandise items related to the campaign. BTS are promoting the Nexo as global ambassadors.

A Hyundai Motor official said the account was created for "the purpose of promoting the global campaign with BTS," and it is "far from a bid to re-enter the Japanese market."

As the official said, Hyundai Japan's postings are mostly about BTS and the Nexo, without mentioning other vehicles, but the company has been conducting a series of marketing activities which are interpreted as an effort to tap into the Japanese market with its fuel-cell vehicle.

Though overshadowed by the COVID-19 pandemic in Japan, Hyundai Motor in February took part in the FC EXPO 2020 in Tokyo, showcasing the Nexo without elaborating on its launch in the country.

Hyundai Motor initially planned to exhibit the Nexo and other vehicles at the 2019 Tokyo Motor Show in October, but scrapped the plan amid the diplomatic friction between Korea and Japan over the latter's restriction of exporting key industrial items to Seoul. If realized, the show could be Hyundai's first showcasing of a passenger vehicle at the show since 2009.

Japan is one of the powerhouses in the hydrogen-based mobility business, with the country's Toyota and Honda each retailing the Mirai and the Clarity fuel-cell vehicles. The country's hydrogen infrastructure is also recognized as well-established, following its policy of developing hydrogen as one of its main power sources.

For Hyundai Motor, which is also betting high on the potential of hydrogen fuel-cell vehicles, Japan is an important market that should not be ignored.

Hyundai Motor entered the Japanese passenger car market in 2001 and its sales peaked at 2,524 vehicles in 2004. However, as sales in 2009 plummeted to 900, the company pulled its passenger vehicle business out of Japan. Since then, Hyundai Motor Japan has been focusing on buses, but its sales from January to May this year amounted to just five vehicles.


Emailnamhw@koreatimes.co.kr Article ListMore articles by this reporter









 
WooriBank
 
  • Conflicts over noise in apartments on the rise amid pandemic
  • Lee's imprisonment forces Samsung into emergency mode
  • Moon's remarks on 'adoption cancellation' spark controversy
  • Moon's changing stance on Japan linked to North Korea engagement: experts
  • Inauguration parade
  • Calls growing for better system to prevent child abuse
  • Speed skater sues ex-teammate over mental damage following Olympic controversy
  • Government push for profit-sharing angers conglomerates
  • Biden-Harris inauguration is taking shape [PHOTOS]
  • Low-priced blue-chip companies in green sectors expected to enjoy rally
  • K-pop expands from entertainment to activism K-pop expands from entertainment to activism
  • Red Velvet's Irene to make silver screen debut in February Red Velvet's Irene to make silver screen debut in February
  • 'The Uncanny Counter' writer leaves show despite soaring ratings 'The Uncanny Counter' writer leaves show despite soaring ratings
  • Boy group Cravity features in Airbnb's 'Inside K-pop' program Boy group Cravity features in Airbnb's 'Inside K-pop' program
  • Netflix to roll out more original series based on Korean webtoons in 2021 Netflix to roll out more original series based on Korean webtoons in 2021
DARKROOM
  • Biden-Harris inauguration is taking shape [PHOTOS]

    Biden-Harris inauguration is taking shape [PHOTOS]

  • Second Trump impeachment

    Second Trump impeachment

  • Pro-Trump rioters breach the US Capitol

    Pro-Trump rioters breach the US Capitol

  • Our children deserve better (Part 2)

    Our children deserve better (Part 2)

  • Migrants hard hit by COVID-19: UN migration agency

    Migrants hard hit by COVID-19: UN migration agency

WooriBank
  • About Korea Times
  • CEO Message
  • Times History
  • Content Sales
  • Media Kit
  • Contact Us
  • Location
  • Privacy Statement
  • Terms of Service
  • Mobile Service
  • RSS Service
  • Ombudsman
  • hankookilbo
  • Dongwha Group
  • Code of Ethics
Copyright