Hyundai Motor is partnering with schools in the United Kingdom to cultivate marketing talent poised to drive the future of the automotive industry. The initiative offers students hands-on experience in crafting new vehicle advertising campaigns, immersing them in the creativity and sustainability ethos of the mobility sector.
Hyundai’s UK sales division announced on February 9 that it had conducted an “Advertising Marketing Project” with Therfield School in Leatherhead, Surrey. This collaboration is part of a five-year partnership aimed at providing students with real-world exposure to the automotive industry.
The centerpiece of this project is Hyundai’s flagship electric SUV, the IONIQ 9, which recently clinched the “Large Crossover of the Year” title at the 2026 UK Car of the Year awards. Eighth-grade participants had the opportunity to examine the IONIQ 9 on display at their school, gaining insights into its cutting-edge engineering and environmental benefits.
Students organized themselves into teams mirroring advertising agency structures, taking on roles such as Executive Director, Creative Director, Director of Photography, and Financial Director. Each team developed comprehensive presentations featuring posters, TV commercial scripts, and budgets that highlighted the IONIQ 9’s unique selling points. The winning team earned the privilege of pitching their ideas directly to executives at Hyundai’s UK headquarters.
This community engagement initiative is part of Hyundai’s broader educational outreach program, the “Great British School Trip,” which operates nationwide. Since its inception in 2023, Hyundai has invested approximately £4 million (about 8 billion KRW (approximately 6 million USD)) in the program, facilitating over 3,700 field learning experiences for more than 205,500 students across roughly 8,900 schools throughout the UK.
Ashley Andrew, CEO of Hyundai and Genesis UK, commented, “Our collaboration with Therfield School offers a valuable platform to showcase Hyundai’s commitment to electrification and sustainability within the community. The students’ innovative and creative concepts have demonstrated the potential to shape the future of automotive marketing and advertising, while also highlighting the bright prospects of our industry.”
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