책속에서
“
HISTORY
Beforesunrise
Deciding
Inthebeginning,therewasnosuchthingasautomobiles
Itallstartedwiththehopeofleadingabetterlife.WhenKoreawastryingtohealitswoundsfromthewarandrebuilditselfasapropercountry,HyundaiMotordecidedtodevelopitsown,originalmodel.Itwasapaththatnoonehadtakenbefore.
WhenHyundaiMotorCompanywasfounded,onlyabout60,000carswereregisteredinKorea.Buthowabouttoday?Thereareabout25millioncarsregisteredinKoreanow.That’sequivalenttooneoutoftwoKoreansowningavehicle.Inthisdayandage,wherepeoplegooutonthecongestedroadseverydayandafeelfamiliarfatiguewhenqueuinginfrontofacrowdedparkinglot,whatisHyundaiMotordreamingofnow?Whatshouldwebuildnowto“leadabetterlife”?
ThebirthofPONY’sdesign
Design
Designmaestro,GiorgettoGiugiaro
HowdidthePONY’sdesigncometolife?
Theyoungautomakerdecidestogoitaloneandplacesthedestinyofitscompanyinaprojecttodevelopanoriginalmodel.Thefirststepoftheprojectwastofindadesigner.
ThePONYhasleftbehindarichlegacyofemotionalandphysicalassetsforHyundaiMotor.Eventoday,almosthalfacenturyafteritsunveilingattheTurinMotorShowin1974,itcontinuestoinspireHyunda’'snewcardesigns.InaconversationwithRETRACEMagazine,GiorgioGiugiaro,arenownedcardesignerofthecentury,recallshisfirstmeetingwithHyundai,thedesignstoryofthePONY,andtheoutlookforcardesignintheeraofthesharedeconomy.
MadeInKorea
Overcoming
Korea’sfirstcartocrosstheocean
Koreancarsareacommonsightanywherenowadays,butinretrospect,exportingourcarsoverseaswasadauntingchallenge.Introducingourfirstcartotheinternationalautomobilemarketwassuchaboldadventure.ThePONYcrossedtheoceanwithambitionstomeetmorepeopleandbepartofabiggerworld.
PONYinnumbers
Beginning
Endlessvalueofnumbers
ThelaunchofthePONYwasaturningpointthatleftasubstantialmarkinthehistoryoftheKoreanautomotiveindustry.Themodelservedasadrivingforcebehindthegrowthofthedomesticpassengercarmarketinitsmeagerearlydays,cultivatedautomobilesintoKorea’smainexportproduct,andelevatedthestatusoftheKoreanautomobileindustry.Here,weexaminetheachievementsofthePONY,whichlaidthefoundationfortheKoreanautomotiveindustry.
NUSTORY
FamilytinewithPONY
Own
WiththebrownPONY
Thethoughtscontainedinacar
Acarisoneofthemostexpensiveconsumergoodsanindividualcanpurchase.Mydad'ssenseofaccomplishmentwhenhetookthePONYoutonhisfirstdrive,wasbasedonthatfact.Forayoungfamilyheadowningahome,alsohavingacarmeantacertainlevelofsocialfoundation.Allthatremainedwasgrowth.Itwasatimewhengrowthwasthetaskofbothindividualsandthenation.
That'swhytryingtodefineacar'sidentityintermsoftransportationaloneisfutile.Becausethereismuchmoretoit.Anautomobileisavesselthatcontainsyourtastesandlifestyle.It'salivingspace,likealivingroomorastudy.It'sadiarythatcollectsyourthoughtsandmemoriesandaproofofyourfreedomandaccomplishments.Withallofthesemeaningsintact,thecarsimplystaysbyus.Asanewandproudcompanionthatextendsourlifestyle,justlikethePONYwastomyfamilyinthe1980s.
Dearmyfriend
OldCars
Tomydearoldfriend
Thefatethatarrivedjusttherighttime-1982PONY2
JuYongtae
ButwhentheyseethePONY,theygiveitathumbs-up,tellmehowcoolitis,andevenmakesmalltalkstartingwith,“Backinmyday.”Thoseeventsmakemehappy,too.That’sthebeautyofvintagecars,Ithink,tobringjoytoothers.I’mjustanordinaryperson,butI’mgettingthiskindofattentionandaninterviewlikethis,soIthinkit’sallthankstothePONY.
Mypreciousbelovedfirstcar
Experience
Mybelovedfirstcar
"Whatdoesyourfirstcarmeantoyou?"
Taketheword"first"andadd"car"afterit.Thefirstcarthataccompaniedyouthroughtheupsanddownsofyoursociallife,thefirstcarthattookyouonaroadtripwithyourfamily...Thesetwowordsmeansomethingdifferentandspecialtoeveryone.ItwasthePONY,asmall,angularcarappearedinthe1970s,thatrealizedthedreamofowningacarformany.Now,morethan50yearslater,withcountlessnewmodelsdrivingaround,howmuchhasthemeaningofthefirstcarchanged?WeaskedfivedifferentpeoplewhochoseHyundaiastheirfirstcar,"Whatdoesyourfirstcarmeantoyou?"
