Hyundai Steel said Friday that it has released a brand film featuring the World Rally Championship (WRC), a global motorsport event, showcasing the steel technology and employee experiences accumulated over more than 70 years.
The newly released brand film, "Legacy of Human," was produced under the theme "Even when the rally ends, steel remains eternal." It highlights Hyundai Steel's history and technological competitiveness by drawing parallels between motorsports, which test technical prowess in extreme environments, and the steel industry, which has continuously pursued technological development.
Hyundai Steel began its journey in 1953 as Korea Heavy Industries Corporation. Starting from a period when the domestic industrial foundation was not yet sufficiently established, it built a base for steel production and continued to invest in technology development and facilities.
In 2010, with the launch of the Dangjin Steel Works integrated steel plant, it expanded its business scope into automotive sheet steel and special steels, growing into a specialized steel company for automotive materials.
The video also includes interviews with WRC drivers and Hyundai Steel employees. Employees from the Incheon, Suncheon, and Dangjin Steel Works share their experiences, ranging from the moment they produced their first molten steel to the knowledge gained on-site with colleagues, as well as the technical skills and know-how they wish to pass on to their juniors.
It emphasized that current technological competitiveness was not achieved in a short period but stems from repeated trial and error and the accumulation of experience in the field.
The video also illustrates the technical connection between WRC and the steel industry. WRC is a motorsport that tests vehicle performance and durability in extreme environments such as unpaved roads and snowy conditions.
Hyundai Steel included in the video an example of how it utilizes durability-related information obtained from WRC's extreme driving conditions for automotive material development, showing the process by which data and experience accumulated in the motorsport field lead to actual material technology development.
The company aims to convey that it is a company equipped with automotive material technology and innovation capabilities, going beyond its image as a traditional steelmaker. The film also carries the message that multiple processes and the expertise of various members are concentrated in the production of steel products, and that know-how accumulated on-site translates into new technological and quality competitiveness.
In addition, it plans to release 'Legacy of Steel,' the second installment of its brand film series, next month. The follow-up will express the unique characteristics and value of iron through video and music, offering a fresh perspective on steel materials.
A company official said, "This brand film was conceived to reflect on the meaning of the dedication and challenges of the employees who have built today's Hyundai Steel." The official added, "Going forward, we will continue to share Hyundai Steel's unique history, technology, and human stories through diverse content to enhance the company's brand value."
in INDUSTRY
