• by Tanya Gazdik , May 15, 2023

Hyundai Motor Co. and Sony Pictures are continuing their partnership inked in 2020 to showcase the automaker’s human-centered mobility vision via product and technological innovations.

This time around, Hyundai will be featured in this summer’s “Spider-Man: Across the Spider-Verse.” 

The animated movie features a flying version of the company’s Prophecy concept vehicle, a predecessor of the all-electric Ioniq 6 model.

Previous installments of the partnership included “Spider-Man: No Way Home” (2021) with the IONIQ 5 dedicated EV and Tucson SUV, and “Uncharted” (2022) with the Tucson Beast concept SUV and various production cars. “Spider-Man: Across the Spider-Verse” is the sequel to the Academy Award-winning animated film, “Spider-Man: Into the Spider-Verse” (2018).   

The latest movie also features several of Hyundai Motor’s future mobility concepts for revitalizing cities, including advanced air mobility, a new form of mobility utilizing air space to reduce transit time; purpose-built vehicles, an eco-friendly urban mobility device to accommodate diverse lifestyles; and Hub, a space for mobility transfer and community activities. 

The movie also features a fictional self-driving robotaxi based on the Hyundai Pony, Hyundai Motor’s first-ever proprietary model. All are shown in the context of “Nueva York,” a city in the Spider-Verse in the year 2099.

Hyundai and Sony Pictures are also collaborating on a multidimensional global marketing campaign rolling out between May and July. The campaign includes an animated TV commercial that features Spider-Man, Ioniq 6 and Ioniq 5, and features a new song produced by Metro Boomin. .

“We aim to present our future mobility vision with entertainment content that younger generations love,” said Sungwon Jee, senior vice president and global chief marketing officer at Hyundai Motor Co., in a release.