SEOUL, May 11 (Korea Bizwire) – Hyundai is making a push into the superhero world as part of efforts to target the North America market. The company has signed a two-year contract with Marvel and Netflix to feature its vehicles in superhero series such as Daredevil, Jessica Jones, Luke Cage, and Iron Fist. Hyundai will also be sponsoring Netflix’s upcoming series, The Defenders, in which the four heroes will be teaming up.
Hyundai’s Genesis G80 and Sonata Hybrid were featured in Daredevil, which premiered in April 2015, and they will also appear on Luke Cage, which will begin in September.
Netflix is a global provider of streaming movies and TV series with over 81 million subscribers worldwide, and Hyundai is looking to benefit from sponsoring its shows.
This is not the first time that Hyundai has paid to promote its vehicles in films and on television.
In 2004, the carmaker’s EF Sonata was featured in the popular action film, The Bourne Supremacy, which provided a stepping stone to popularizing Hyundai in the US.
In 2010, a Genesis appeared in Christopher Nolan’s Inception.
Hyundai also promoted its Tucson SUV in the American zombie thriller, The Walking Dead.
As such, product placement in films and on TV is a big part of the automotive industry.
Vehicles from German automaker Audi have long appeared in Marvel’s superhero franchises. The fictional billionaire Tony Stark was seen fancying Audi supercars in all three of the Iron Man movies, as well as in Avengers: Age of Ultron.
More recently, the Audi R8, SQ7, A4 and A7 Sportback were all featured in the latest installment from Marvel, Captain America: Civil War.
By Joseph Shin (firstname.lastname@example.org)