Hyundai is turning up the volume—not just on engines, but on culture. With its music-based IP “Hyundai Spotlight,” the automaker is stepping out of its traditional carmaker persona and embracing the vibe of a lifestyle brand. “Absolutely,” beams Tarun Garg, Hyundai’s Whole-Time Director and COO, when asked if the brand is evolving into something more stylish and emotionally resonant. “Our consumers are getting younger and more aspirational,” he says, hinting at a bold shift in the brand’s strategy.

Launched in 2021 in partnership with Universal Music Group, Hyundai Spotlight serves as a cultural platform that connects India’s emerging musical talent with established artists. The collaboration has already featured names like Javed Ali, Aditya Rikhari, Gajendra Verma, DIGV, Wazir Patar, and Ravator in its ongoing Season 3. It’s not just about dropping tracks; it’s about telling stories, building communities, and nurturing the voice of Gen Z and millennials through the universal language of music.

In its first two seasons, Spotlight produced 12 original songs, which collectively crossed 150 million views on YouTube—a testament to the power of blending emotion with experience. Building on this momentum, Hyundai introduced Hyundai Spotlight Concerts in 2023. These live performances, featuring Spotlight artists, were hosted exclusively for Hyundai car owners across 10 Indian cities. The response? Electric. The carmaker is gearing up to surpass that number this year, with upcoming concerts already scheduled in Jaipur and Hyderabad.

What’s particularly striking is how Hyundai is delivering these experiences—not through flashy ad campaigns, but via its grassroots channels. Service centers and workshops are personally inviting customers and their families to the concerts. “They’re directly communicating with the customers—‘Please come to the concert with your family,’” explains Garg. It’s an intimate, post-purchase brand touchpoint more commonly seen in high-end luxury segments.

Why music, though? Because India is no longer just about functionality—it’s about aspiration. “Hyundai is an aspirational brand,” Garg asserts. “Today, more than 25% of our cars are automatic, over 25% are connected, and 68% are SUVs. Creta was the number one selling car across India in March.” The rise in SUV sales is symbolic of a larger shift. Indians want experiences. They’re traveling more. Highways are buzzing. And Hyundai’s advanced driver assistance systems (ADAS) make long drives more comfortable and safe.

Music becomes a bridge—a way to tap into this evolving psyche. Unlike most auto brands that view concerts and events as KPIs to be tracked, Hyundai is playing a long game. Garg says the measurement is simple: “Number of customers coming in.” Referrals aren’t the goal. Emotions are. “We don’t look at short-term KPIs. The idea is to make our customers feel happy, to make them feel proud to be associated with Hyundai.”

To amplify this pride, Hyundai records the concerts, often featuring real customers in the footage. These videos are then shared across the brand’s social media channels, turning loyal buyers into brand heroes. The content is vibrant, authentic, and deeply rooted in human emotion—showcasing not just a car, but a lifestyle.

In essence, Hyundai Spotlight isn’t a detour from car-making; it’s a highway into India’s cultural heartbeat. Much like Coca-Cola’s Coke Studio, Hyundai is proving that brands can create meaningful IPs that transcend their core offerings. In a world where the young consumer seeks identity, purpose, and passion, Hyundai is delivering all three—set to the sound of original Indian music.

Author: Sathya Udaiyar