What Hyundai Motor Studio does

Hyundai Motor Studio is the multi-location brand experience network of Hyundai Motor Company (KRX: 005380), operating six physical experience centers across South Korea (Goyang, Seoul, Hanam, Busan), China (Beijing, 798 Art District), and Indonesia (Jakarta, Senayan Park). Founded in 2017 and headquartered in Goyang, the studios function as flagship brand spaces combining vehicle displays (current Hyundai/Genesis/N-brand lineup plus heritage models such as Pony, Stellar, Scoupe, and Grandeur), immersive media art installations (Universal Everything content on Connect Wall and Creative Wall), themed test drive programs guided by automotive experts, and interactive manufacturing process exhibits. Each studio carries a thematic identity: Adventure (Goyang), Excitement (Seoul), Discovery (Hanam), and Inspiration (Busan/Beijing).

The product portfolio is organized around five core pillars: Vehicle Display, Themed Test Drives (Basic Drive, City Night Drive, N Drive, Heritage Drive, Outdoor Life Drive among others), Experience Exhibitions (the 11-stage "Into the Car" manufacturing tour, 4D Ride "The Mission" robot-themed film, and seasonal exhibits), Art Exhibitions (large-format LED media walls, Zero to Zero gallery), and the HMS Club membership program with Basic and Plus tiers. Supplemental offerings include Kids Workshops (Lego Coding, Hydrogen Energy, SPOT and Atlas robot labs, Roblox Creator Coding Lab), Master Talks, Community Studio (auto library co-curated with Japan's CCC/Tsutaya and French publishers Archilline and Ellediew), Mobility Studio (N-brand 10th anniversary display), heritage exhibitions, brand merchandise retail, and on-site F&B (Kitchen by Hvacii, Paul Bassett).

Revenue is diversified across ticket-based exhibition fees (concentrated at Goyang, e.g., adult Into the Car admission ~10,000 KRW and integrated 4D Ride ticket ~16,000 KRW), workshop fees ranging 18,000–60,000 KRW, free or low-cost test drives with select paid programs at 35,000 KRW, on-site retail and F&B, and the HMS Club membership. Most locations (Seoul, Hanam, Busan, Beijing, Jakarta) operate free admission, monetizing through paid programs, merchandise, and F&B. Distribution is direct-to-consumer via walk-in foot traffic, online reservations through motorstudio.hyundai.com, the HMS Club app experience, and the Hyundai Collection online shop. Customer segments span families with children, automotive enthusiasts, art and design audiences, Hyundai/Genesis owners (HMS Club Plus), and corporate groups. Strategic partners include Universal Everything (UK), Vitra Design Museum (Germany), New Museum Rhizome (USA), Naver Z's Zepeto (Korea), Lego Education, Roblox, and Hyundai Motor Indonesia.

Name

Hyundai Motor Studio

Legal name

Hyundai Motor Company (현대자동차주식회사)

Website

https://motorstudio.hyundai.com

Company type

Private

Founded year

2017

Operating status

Operating

Short description

Hyundai Motor Studio operates a six-location network of brand experience centers across Korea, China, and Indonesia under parent Hyundai Motor Company. The studios offer vehicle displays, themed test drives, immersive art and manufacturing exhibits, and kids workshops for consumers, automotive enthusiasts, and Hyundai/Genesis owners.

Ownership category

akta.pro rank

Product category

Automotive Brand Experience Centers

NAICS

Motorcycle, Boat, and Other Motor Vehicle Dealers (44122)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Auto, Boat & RV Shows (MPAGAFAC)

Keywords

• Brand experience centers
• Automotive exhibitions
• Test drive programs
• Interactive art installations
• Mobility education

Headquarters

HQ city

Koyang

HQ country

South Korea

HQ region

Asia

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Exhibition Admission Fees: Charges admission fees for permanent exhibitions (Into the Car) and premium 4D Ride experiences at the Goyang location. Pricing varies by age group (adult, youth, child, senior) and group vs. individual tickets.
2. Test Drive Programs: Revenue from themed test drive programs including Basic Drive, Private New Car Drive Un-tact, High Performance Drive, N Drive, City Night Drive, Heritage Drive, Outdoor Life Drive, and others — some programs have participation fees (e.g., 35,000 KRW for Outdoor Life Chacock).
3. Kids Workshop and Education Programs: Fees charged for children's educational workshops including Lego Coding Workshop, Hydrogen Electric Car Classes, SPOT Robot Lab, Atlas Robot Puzzle, and career experience programs. Pricing ranges from 18,000 to 60,000 KRW per program.
4. Food & Beverage (F&B): Revenue from on-site restaurants and cafes including Kitchen by Hvacii (Korean fine dining), Cafe by Hvacii, Cafe M by Hvacii, and Paul Bassett cafe at Seoul — operated as part of the overall experience.
5. Brand Shop (Retail Merchandise): Revenue from on-site brand shops selling lifestyle design products, mini car collectibles, brand merchandise, and collaborative goods (e.g., Tini-ti Ping collaboration goods, World Cup commemorative goods).
6. HMS Club Membership: Membership program with Basic and Plus tiers. Plus tier is granted to customers who purchase new Hyundai or Genesis vehicles. Members receive exclusive lounge access, parking benefits, discounts on exhibitions and programs, and seasonal event invitations.
7. Summer Vacation Package Programs: Bundled package programs combining exhibition access, workshops, and F&B vouchers at Goyang studio during summer vacation season, priced at 39,000–42,000 KRW per package.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Hyundai Motor Studio operates a network of six physical brand experience centers across Korea (Goyang, Seoul, Hanam, Busan), China (Beijing), and Indonesia (Senayan Park, Jakarta). Each studio delivers paid exhibition admissions (Into the Car, 4D Ride), themed test drive programs, kids' educational workshops, media art installations, Master Talks, on-site F&B, branded merchandise retail, and the HMS Club membership program. The studios function as Hyundai Motor Company's flagship brand experience and customer engagement venues, combining mobility showcases, immersive art, manufacturing education, and motorsport heritage content.

Product overview

Hyundai Motor Studio is Hyundai Motor Company's network of six physical experience centers across Korea (Goyang, Seoul, Hanam, Busan), China (Beijing), and Indonesia (Senayan Park, Jakarta), each themed around different aspects of mobility experience — Adventure, Excitement, Discovery, and Inspiration. The portfolio is organized around five core pillars: Vehicle Display (showcasing current Hyundai, Genesis, and N brand models plus heritage cars), Test Drive Programs (themed driving experiences guided by automotive experts across Goyang, Seoul, Hanam, and Busan), Experience Exhibitions (Into the Car manufacturing process tour, 4D Ride robot experiences, youth programs with hydrogen energy and robotics workshops), Art Exhibitions (large-scale media art installations by artists like Universal Everything), and the HMS Club Membership (two-tier membership providing lounge access, discounts, and exclusive events). Additional offerings include Kids Workshops (co-developed with partners including Lego Education and Roblox), Master Talks featuring industry experts, Community Studio (auto library co-curated with Japan's CCC/Tsutaya and French publishers), Mobility Studio (N brand 10th anniversary exhibit with RN24), heritage exhibitions, special themed events (FIFA World Cup exhibitions, TCR special displays), brand goods retail, and food & beverage amenities (Kitchen by Havit, Cafe by Havit, Paul Bassett). The physical locations are complemented by a digital reservation and membership platform accessible via the Motor Studio website and app.

Differentiator

Problem solved

Functional benefit

Products and services

• Vehicle Displays Immersive vehicle showcases featuring Hyundai's current lineup (IONIQ series, Genesis models, N brand performance vehicles) and heritage/classic cars across all six Motor Studio locations, presented on dynamic Car Rotator platforms.

Quantifiable outcome

• 6 global Motor Studio locations across Korea, China, and Indonesia
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Seven partnerships are on record, tiered core and major.

• CCC (Culture Convenience Club)coreStrategic or Co-development Partner · 24 September 2025Partnership with Japan's Tsutaya bookstore operator CCC to curate the Community Studio auto library at Seoul Motor Studio, featuring 2,500+ automotive books and 500+ lifestyle items organized under Heritage, Lifestyle, and Innovation themes.
• Archilline (France)coreStrategic or Co-development Partner · 24 September 2025French publisher Archilline co-curated the Community Studio auto library at Seoul Motor Studio, contributing to the curated collection of 2,500+ automotive books and 500+ lifestyle items.
• Ellediew (Erre Due) (France)coreStrategic or Co-development Partner · 24 September 2025French publisher Ellediew co-curated the Community Studio auto library at Seoul Motor Studio as part of the international curation team for the automotive lifestyle collection.
• Hyundai Motor IndonesiacoreStrategic or Co-development Partner · 8 June 2022Partnership with Hyundai Motor Indonesia to open and operate Motor Studio Senayan Park in Jakarta, Indonesia — the first international Motor Studio location, featuring Media Wall, Drive Out, and Cafe & Lounge.
• Vitra Design Museum (Germany)majorStrategic or Co-development Partner · 21 July 2021Hyundai Motor Company entered a partnership with Vitra Design Museum for the Busan Motor Studio, resulting in exhibitions such as 'Plastic, New Discovery' (2024) and 'Home Stories' (2023), bringing international design museum quality exhibitions to Korea.
• New Museum Rhizome (USA)majorStrategic or Co-development Partner · 7 May 2021Partnership with New Museum Rhizome (New York) to co-host the 'World on a Wire' digital art exhibition at both Beijing and Seoul Motor Studios in 2021, featuring AR, digital animation, 3D computer graphics, and game engine technologies.
• Universal Everything (UK)coreTechnology or IntegrationUK-based digital art group Universal Everything creates immersive media art installations (Connect Wall, Creative Wall) at multiple Motor Studio locations, featuring works including Hydrogen wave, Re:Cycle, We are all unique, Tribes, Run Forever, and Portable Landscape.

Scale indicators4 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Mercedes-Benz Museum: Mercedes-Benz's heritage exhibition venue in Stuttgart, pairing brand museum with vehicle display, F&B, and event programming. Closely comparable to Motor Studio Seoul's heritage galleries, TCR exhibition, and curated storytelling approach.
• Genesis House: Genesis' flagship customer experience venue in New York, operated by Hyundai Motor Company's luxury division. Mirrors Motor Studio Seoul's combination of automotive showcase, curated art/design, F&B, and member-exclusive hospitality.
• Autostadt (Volkswagen Group): Volkswagen's customer experience center in Wolfsburg featuring brand pavilions for each group brand, vehicle display, themed dining, lake-side programming, and cinema — comparable in scale and breadth to Hyundai Motor Studio's multi-brand, multi-venue network model.
• House of Lexus: Lexus operates branded hospitality lounges (Lexus Living, Intersect by Lexus) combining vehicle showcase, curated dining, art, and member events. Comparable to Hyundai Motor Studio's premium-lounge F&B and lifestyle retail format.
• Ferrari Museums (Maranello and Modena): Ferrari's dual-venue brand museum combining vehicle display, F&B, branded store, and curated motorsport heritage content. Comparable in concept and visitor experience to Motor Studio Seoul's heritage exhibitions and brand shop.
• Porsche Experience Center: Porsche operates multiple customer experience centers (Atlanta, Los Angeles, Leipzig, Silverstone) featuring vehicle display, guided test drives on-site tracks, F&B, and brand heritage exhibitions — a tightly matched analog to Motor Studio's themed test drive program portfolio and venue format.
• Audi experience centers: Audi's curated brand-experience programming including the Audi Brand Experience Center and driving experience offerings. Comparable to Motor Studio's themed test drive portfolio and brand-art collaborations.
• BMW Welt: BMW's flagship customer experience center in Munich combining vehicle display, premium F&B, brand tours, and event space — directly comparable to Motor Studio Seoul in combining showroom, dining, lifestyle, and content in one venue.
• Volkswagen Transparent Factory (Gläserne Manufaktur): Volkswagen's customer experience factory in Dresden combining live EV production, guided factory tours, vehicle delivery, and event programming. Strong analog to Motor Studio Goyang's 'Into the Car' 11-stage manufacturing-exhibit concept.

Emerging players

• Lucid Studio: Lucid Motors' direct-to-consumer showroom concept combining EV vehicle display, design-led retail environments, and consultation by appointment. Comparable to Motor Studio's brick-and-mortar D2C venue model, though narrower in programming scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hyundaimotorstudio
• Instagraminstagram.com/hyundai.motorstudio
• LinkedInlinkedin.com/company/hyundaimotorsnigeria

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hyundai Motor Studio