Hyundai KONA

Innovation doesn’t just happen. It takes bold thinking to imagine the future of mobility. So what better way to launch the all-new KONA, than a trip through an assembly line of the mind.

Launched during the 2023 FIFA Women’s World Cup, we uncovered the real innovation stories of female Hyundai engineers and reassembled them to show how the kernel of an idea evolved into one of the boldest SUVs on the market.

Director: Toby Pike