Hyundai announces collaboration with Pokémon, puts Pikachu in infotainment
Words: Andrew Sluys
Hyundai has announced a collaboration with Pokémon Korea Inc., that will see the little critters put into digital displays across the world.
Two themes have been revealed to kick off the collaboration, which are “Pokémon Pikachu Quick Attack” and “Pokémon Ditto World Theme.”
These will be integrated into Hyundai’s connected car Navigation Cockpit, and display through the infotainment system.
Owners will be able to customise how these themes are displayed through character graphics, themed navigation, and animated startup and shut down clips.
A number of Hyundai’s key models will make use of these themes including the new Palisade, the hydrogen-powered Nexo, the Ioniq 6 and the Ioniq 9.
It’s likely Hyundai has paired with such a massive brand like Pokémon in an attempt to get younger owners interested in its vehicles.
Rising costs and more alternative travel options have young people steering away from traditional car ownership, and this is an issue for the industry.
Through adding digital customisation, Hyundai might be able to connect with the audience that sets up their phones and gaming systems to their liking.
It’s unlikely this will spark a new generation of enthusiasts, at least no driving Hyundai SUVs, but it’s interesting to see how much work is going into retaining this interest.
