A New Playbook for Mobility
Hyundai Motor America has rolled out its 'Next Starts Now' campaign, a multi‑city rollout that ties the brand’s forward‑looking vision for mobility to the excitement of the 2026 FIFA World Cup. The initiative, developed with agency partners INNOCEAN USA and Canvas, combines a 60‑second hero video with a suite of shorter social‑media spots and immersive fan experiences in cities such as Atlanta, Los Angeles, Miami, New York and New Jersey.
Central to the campaign is the participation of five next‑generation soccer stars who embody the ambition of young athletes worldwide. Among them, Tottenham Hotspur forward Son Heung‑min serves as a global brand ambassador, lending his image and story to the narrative that links sporting excellence with innovative mobility solutions.
Robotics Take Center Stage
The activation extends beyond traditional advertising. Hyundai will deploy Boston Dynamics’ robotics platforms, including Atlas and Spot, at designated venues to assist with match operations and to create interactive fan zones. These robots are intended to demonstrate how autonomous systems can enhance both the logistics of major sporting events and the overall fan experience.
In parallel, Hyundai’s technology‑rich lineup of cars, SUVs and electrified vehicles will be showcased through test‑drive events and digital experiences that highlight the brand’s commitment to sustainable transportation. The campaign’s messaging underscores a broader ambition: to shape a future where mobility is as dynamic and collaborative as the sport it celebrates.
Investing in America’s Mobility Future
The rollout coincides with a major financial commitment from Hyundai Motor Group, which plans to invest $26 billion in the United States between 2025 and 2028. This capital will fund expanded manufacturing capacity, advanced research in electric and autonomous vehicles, and the continued growth of Hyundai’s North American headquarters in California. The investment reflects a strategic focus on the U.S. market, where Hyundai already maintains a substantial footprint across its dealership network and research facilities.