TRUCK BUS&Summer | 2009 | Vol.04 | No.14

Designed : Communications OCTO Inc.Published : June. 30, 2009Commercial Vehicle Export Planning Team

Register Date : March. 10, 2006Registered No. : 2009-BPublisher : Mong - Koo Chung

Phone : (82-2) 3464-3192Fax : (82-2) 3464-3513Website : http://www.hyundai.com

Hyundai Motor Company

We welcome your suggestions & your comments. If you have great stories which are related to Hyundai, Please feel free to e-mail Mr. W.H Kim : whk@hyundai.com

KOREA UNESCO World Cultural Heritage - Bulguksa Temple

Bulguksa, the Temple of the Land Buddha, sits mid-slope on Mt.Tohamsan. Its construction was completed under the supervision ofPrime Minister Kim Dae-seong in the 10th year of KingGyeongdeok's reign of the Silla Kingdom (751). The temple manifests both terrestrial and celestial abodes: themundane world as represented by Shakyamuni Buddha's LotusSutra; the paradise governed by the Amitabha Buddha as describedin the Book of the Constant Life, and the other paradise, the Land ofPerfect Bliss of the Vairocana, the Resplendent Buddha, asdescribed in the Avatamska Sutra.

The cloistered compound is largely divided into two courts: one,centering on Daeungjeon, the Hall of Shakyamuni, containsCheongungyo, the Blue Cloud Bridge, Baegungyo, the White CloudBridge, Jahamun, the Gate of Purple Mist, Beomyeongnu, thePavilion of Mount Meru, Jwagyeongnu, the Left Sutra Hall,Dabotap, the Pagoda of Abundant Treasures, Seokgatap, thePagoda of Shakyamuni, and Museoljeon, the Hall of Discourse; theother, centering on Geungnakjeon, the Hall of Paradise, containsChilbogyo, the Seven Treasure Bridge, Yeonhwagyo, the LotusFlower Bridge, and Anyangmun, the Gate to Nirvana.

Seokgatap and Dabotap are the most eye-catching of thesearchitectural masterpieces. Dedicated to the Shakyamuni Buddhaand the Prabhutaratna (the Buddha of Abundant Treasures), thesetwo pagodas represent these Buddhas as residing in the temple,well exemplifying the Silla people's desire to embody Buddhistideals in the mundane world.

Tucked away on the eastern slope of the peak of Mt. Tohamsan isSeokguram Buddhist Grotto, a hermitage of Bulguksa, also knownto have been built by Kim Dae-seong. This granite sanctuary sumsup the religious enthusiasm, architectural technology, andimmaculate workmanship of the Silla people, making it a rarelandmark of world religious art. Seokguram consists of an antechamber which holds reliefs of eightguardian deities and two Vajrapanis; a short corridor carved withfour heavenly kings; and the main rotunda which enshrines in itscenter the seated main Buddha, Shakyamuni Tathagata (theIncarnation of Truth). Along the lower part of the circular wall arereliefs of an 11-faced Avalokitesvara, ten disciples, Manjusri,Sakradevanam Indra, Mahabrahmandah, and Samantabhadra.Above these at about eye-level are ten niches, each enshrining abodhisattva.

The main Buddha under the vault of the rotunda wears a smile ofserene benevolence which has been appreciated as the zenith ofwhat man can achieve through stone sculpture. It is as if theBuddha is about to preach to us at any moment, to enlighten thegood human nature innate within us. For its sheer culmination ofBuddhist beliefs, aesthetics, and advanced engineering, Seokguramwas registered on UNESCO's World Cultural Heritage List, togetherwith Bulguksa Temple, in December of 1995.

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HYUNDAI Newsletter | 03

- Using the largest CV display space among domestic carmakers- Displaying zero-pollution Hydrogen Fuel Cell Bus and UNIVERSE

Limousine- Differentiating itself from others with its brand image as an environmental-friendly business

Hyundai Motor Co. plans to run a commercial vehicle exhibition area,displaying five commercial vehicles (including a new concept model), alongwith engines and newly developed technologies, covering a 880 sq. m space,separate from that for passenger cars, at the Seoul Motor Show, which openshere April 2 and runs through to April 12 at KINTEX in Ilsan, a Seoul suburb.

The exhibition space for CVs will focus on emphasizing the image of HyundaiMotor as the top CV maker in Korea, boasting advanced, environmental-friendly technologies and top-quality products. The No. 1 carmaker in Koreawill invite loyal customers to its exhibition space and hold special events forvisitors, including an on-the-spot photo opportunity and a quiz show, to fostera lively atmosphere.

The truck and bus exhibit will include: a concept model of a Hydrogen Fuel CellBus, a UNIVERSE Limousine, a UNIVERSE CNG tourist bus, a TRAGO three rearaxle 24-ton dump truck, and a TRAGO Hi-Cab 6x2 tractor, along with thePOWERTEC diesel engine that satisfies Euro-4 Emission Standards, theenvironmental-friendly Q-CNG engine as well as two newly developedtechnologies: Commercial Vehicle Drive Assistant System that provides avariety of information to the driver and the highly innovative O2 cabin airgenerator.

Hydrogen Fuel Cell Bus

Equipped with an eco-friendly high-efficiency fuel cell developed by Hyundai,this is a second generation pollution-free city bus which emits only watervapor by using hydrogen fuel which is transformed into electrical energy. Itwas successfully operated during the 2006 World Cup period in Germany. Byapplying the high efficient electronic storage system to the fuel cell andelectronic drive train, it is possible to achieve high fuel efficiency and betterdurability of brake system. Its newly designed exterior is different from othercity buses, and offers convenience for passengers when they get on and off,by the presence of a lower-step when entering the bus. It delivers a maxspeed of 100 km/h, 24% gradability and can drive 350 km on a single chargethanks to a big fuel tank. (Max power: 408 h/p, Max torque: 94 kg.m, Fuel tankcapacity: 1,230 liters)

UNIVERSE Limousine

It features a refined and grand style, comfort in riding as a luxury bus,complete with functions as an ultra-modern office. It offers a spacious interior,a variety of convenient devices, and a refined indoor lighting system. It is evenequipped with a computer for presentations, an ultra-modern VIP officecomplete with a large-sized LCD monitor, a small kitchen space where cookingcan be done, a bathroom, a chest of drawers and a washbasin. Other featuresinclude a sunroof for ventilation, a heated massaging VIP seat, the floorcovered with plush carpet, and interiors with modernistic design.

UNIVERSE CNG (Compressed Natural Gas) tourist bus

The low-pollution UNIVERSE CNG tourist bus boasts excellent fuel efficiencycompared to its diesel-fuel competitor. It is equipped with the Q-CNG enginewhich has proved stability, practicability and durability as a result of being

Hyundai displays new technologies at Seoul Motor Show 2009

Luis Castañeda Lossio, Mayor of Lima, Peru, visited the Jeonju

Plant May 18th for a tour and a look at some of Hyundai’s

newest models of commercial vehicles. His visit, arranged at

the invitation of the HMC CV Division, was designed to offer

the mayor a chance to have a firsthand look at the world’s

single largest automotive production facility as a showcase of

Hyundai’s technological superiority.

Upon arrival at the Plant, Mayor Castañeda and his party were

received warmly by Vice Chairman H.Y. Choi and Senior

Executive Vice President Y.K. Kim. After that, they went on a

tour of the Plant’s bus and special vehicle production lines.

During the tour, Mayor Castañeda expressed great admiration

at the automated, state-of-the-art production processes. The

tour was followed by a stop at the exhibition ground in front of

the main office building, where some trucks and buses hot off

the assembly lines were on display. Mayor Castañeda and his

party were briefed on their performance and special features,

while checking the displayed vehicles with great interest.

Mayor Castañeda expressed great satisfaction with the

quality of the vehicles he had seen during his visit to the Plant.

The good impression Mayor Castañeda and his party came

away with from their visit to the Jeonju Plant is expected to

help Hyundai Motors firm up its foothold in the Peruvian

market. It will also connect well with Hyundai’s recent thrust

into the newly emerging markets in the world, which is

already showing great results with big orders scored from

nations like Turkmenistan.

Mayor of Lima CastañedaVisited Jeonju Plant for a Tour

Chung Mong-koo, chairman of Hyundai-Kia Automotive Group, rankedsixth on the “power list” released by U.S. auto magazine Motor Trendin its February issue.

Chairman Chung ranked 47th in his first appearance on the list lastyear, but soared to a top 10 placing in a year. The magazine said thatChung “pushed Hyundai Kia past Honda Motor to become the world’sfifth largest automaker by sales volume.”

The 2009 Power List reflects the collapse of the Big Three (GM, Ford,and Chrysler). Rick Wagoner, chairman of GM, nose-dived to 32ndfrom last year’s first place. Alan Mulally, CEO of Ford, ranked 10th,which was the highest among leaders of American automakers.

CEOs of successful automakers ranked higher than last year. HondaPresident Takeo Fukui ranked first, up 21 places from a year ago.Honda’s small and mid-sized cars are sweeping the U.S. and its hybridcar Insight is successfully targeting the environmentally-friendly carmarket. Wendelin Wiedeking, CEO of Porche, ranked 2nd. Cho Fujio,president of Toyota, ranked 3rd, followed by Ferdinand Piech, chairmanof the Supervisory Board of Volkswagen, and Carlos Ghosn, chairmanof Renault Nissan.

Hyundai-Kia Chairman Makes Motor Trend Magazine's 'Power List'

Motor Trend, a U.S. magazine with a history dating back to 1949

and the largest circulation in the trade, is a highly respected voice

in the automotive world. The magazine’s evaluations of vehicles

have a major influence on U.S. consumers’ buying decisions.

Motor Trend

C o v e r S t o r y C o v e r S t o r y

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Hyundai’s 2nd Generation Hydrogen Fuel Cell Electric Bus Unveiled at Seoul Motor Show

Three years after introducing its first fuel cell bus to the world, HyundaiMotor Co. today unveiled its second generation hydrogen fuel cell bus at theSeoul Motor Show thus taking another major step forward to cleaner air andenergy independence.

"The hydrogen revolution will surely start with fuel cell buses," said Dr. LeeHyun-Soon, Vice Chairman and Chief Technology Officer of the Hyundai-KiaCorporate Research and Development Division. "Hydrogen is the dream fuelfor our transportation needs: It's perfectly clean, it's limitless and it's nowwithin our reach," he added.

The hydrogen distribution infrastructure needed to support hydrogen fuel cellelectric buses is seen as not prohibitively expensive to set up as busestypically operate on fixed routes and need at most only two refueling points,one at each terminus of the route.

Based on the latest Low Floor Aero City bus platform, the newest fuel cellelectric bus features numerous technical refinements which have increasedthe maximum speed to 100km/h. This improves on the 75km/h limit of theprevious system which relied on a single 240kW motor. Under the newarchitecture, three 100kW Permanent Magnet Synchronous Motors arearranged in parallel to provide a total of 300kW of propulsion for a 33 percentimprovement in top speed. Also, the new motor specification will contributeto improved system reliability due to the separate operability of the threemotors.

Great strides have also been made in improving supercapacitor efficiency.

Used to store electrical energy for accelerationfrom a dead stop and for "energy smoothing,"

the new supercapacitors which aresignificantly lighter and more compact

than the first generation design. Theheart of the system is a 200kW fuelcell power plant which was upgradedfrom its previous version of 160kWsystem in 2007 by Hyundai engineersat Hyundai's Eco-TechnologyResearch Center in Mabuk, locatedon the outskirts of Seoul.

Hyundai's first fuel cell electric busmade its international debut in 2006 at

the Germany World Cup where it served as a VIP shuttle bus around Munich.

Currently, two of Hyundai's first generation fuel cell electric buses are in theFCEV Demonstration and Evaluation Program which is supported by Ministryof Knowledge Economy of Korea. Initiated in 2006, the monitoring project isscheduled to conclude next year.

The next major step forward will come in late 2010 when a fleet of thesesecond generation buses will be put into daily service in cities around Koreain line with the government's recently declared "green growth" goals. Detailsof the second phase program are currently being negotiated by the variousministries, municipal authorities and bus fleet operators.

Compressed hydrogen fuel is stored on the roof in six cylinders pressurized to350 bar (5000 psi) providing the bus with an operating range of 360km (citymode).

2nd Generation Fuel Cell Electric Bus Specifications

Fuel Cell Stack200kW 450V Horizontal Array

Proprietary Hyundai TechnologySupercapacitor 450V, 100kW, 42.8F

Motor PMSM 100kW x 3Top Speed 100km/h

Fuel Storage 6 Cylinders @ 350 bar (5000 psi)Maximum Range 360km (City Mode)

Occupancy 26 seats

tested in ordinary intra-city buses. The type of engine upgraded for use inintra-city buses and tourist buses has secured: a max power of 340 HP and amax torque of 140 kg.m. In addition to a high-pressure storage tank, it cancarry cargo weighing 3.7 cubic meters in the main/auxiliary cargo sections. Italso features option packages, such as indoor rainbow & panorama lamps,European-style outside mirrors, a massaging driver’s seat, etc.

TRAGO three rear axle, 24-ton dump truck

The distance between the front and rear axles is 300 mm shorter than its 25.5-ton cousin’s, with customers’ requirements reflected, thus minimizing thevehicle’s turning radius, which delivers the enhanced maneuverability of adump truck operating in worksites. It is equipped with the 460 hp POWERTECengine, which is the most powerful among those in the same category. Onerear axle is lifted off the ground when not needed to save fuel and wear on thetires. It is also newly equipped with a cover-type dumping cylinder suited toconstruction waste dumping and a reinforced beam-type cargo compartment.

TRAGO Hi-Cab 6x2 Tractor

It features a voluminous high roof cab design, a hi-tech look that minimizes airresistance, good running power. Equipped with the fuel-efficientelectronically-controlled POWERTEC engine, it offers good fuel efficiency and

outstanding output. The cockpit is ergonomically designed and equipped witha DVD and a TV. Its touch screen makes it easy to operate hi-tech devices. Astate-of-the-art audio system, complete with high-powered speakers,suspensionpromotes driver comfort and covenience. The electronically-controlled suspension delivers superb comfort to the operator. The EBS brake,which provides optimal braking performance, with the volume of cargo takeninto account, reduces the braking distance by more than 15 percent even in thecase of an abrupt halt.

HMC CV Division Celebrates Customers in an Invitation Event

An international group of customers and dealerswere welcomed by the HMC CV Division for fourdays from April 1st through the 4th.

The biannual overseas customer celebrationevent was aimed at boosting the brand image ofHMC commercial vehicles in global markets bystrengthening relations with major internationalcustomers and solidifying the company’srelationship with dealers worldwide.

Highlights of the program included a visit to theSeoul Motor Show and a tour of Hyundai’s JeonjuPlant. At the Motor Show, the participants had achance to view next-generation commercialvehicles being developed by Hyundai such as ahydrogen fuel cell bus as well as trucks and busesfrom the company’s latest model line. The tour ofthe Jeonju Plant provided the guests with a

firsthand glimpse of the top-notch productionfacilities and quality management systemsHyundai is known for around the world.

The 50 participants, composed of officials fromhigh-profile fleet operators and dealers, gave high

marks for performance and quality on the Hyundaiproducts they viewed. The positive impression theprogram made on the participants is expected toincrease prospects for bolstering businessprospects with them well into the future.

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Hyundai Lands a Sizeable Order for Heavy Duty Trucks from Uzbekistan Government

The HMC CV Division won a public tender offer under the auspices of theUzbekistan Ministry of Finance to supply 170 heavy duty trucks to the centralAsian nation.

The order, mostly comprising vehicles for road construction, breaks down to 154HD 270 dump trucks, 6 HD 170 fuel tanker trucks, 6 HD 1000 tractors and 4 HD260 mobile workshop trucks. Shipments are slated to begin in May.

The vehicles ordered will be put to work in the expansion of a 1,500 km segment

of a highway north of Tashkent. The project is part of a major plan by the Uzbekgovernment to transform the nation into a logistical hub in central Asia.

Uzbekistan is rich in a wide variety of natural resources including gold, naturalgas, uranium, coal and copper. Specifically, the nation ranks 7th in the world inthe production of gold, 10th in natural gas and 4th in uranium ore. This makesthe nation a very attractive newly-emerging market for global manufacturers,rivaling the Middle East and Russia in its growth potential.

The HMC CV Division has been chosen as a supplier of bus chassis andpower trains to Shanghai Sunlong Co., Ltd. Under the supplier contract,signed on April 10 in Shanghai, Hyundai will supply County chassis andpower trains to the Chinese manufacturer for the next two years. At thesigning ceremony, the two companies were represented by Mr. Kim Young-Kook, Senior Executive Vice President of HMC and Mr. Fan Wanshun,President of Shanghai Sunlong Co., Ltd.

In the first year of the contract beginning in April this year, Hyundai willship 300 County Bus chassis and 210 power train units, with numbers to beincreased in the following year.

Shanghai Sunlong Co., Ltd is one of the few major bus manufacturers inChina that supply buses for a variety of market segments includingpassenger transport, tourism and mass transit, and the only one of the kindbased in Shanghai. Its plant, sprawling over 200,000 square meters of land,is capable of turning out over 10,000 buses a year. In 2008, it sold 3,100buses of different types.

The latest contract, coupled with a similar parts supply contract signedwith the Xiamen Golden Dragon Bus Co., Ltd in July last year, will enableHyundai to secure a firmer foothold in the Chinese market. The Xiamencontract calls on Hyundai to supply 17,100 chassis and power trains forCountry- and Aero Town-class medium buses and Aero Express-class largebuses over five years.

Hyundai To Supply Bus Chassis to Sanghai Sunlong of China

“Despite the difficulties in the auto industry today, we promise to do our bestto carry out our commitments to support the underprivileged in our society,”said Mr. Ahn Young-Jin, head representative at Hyundai Motor’s CIS &Eastern European Regional office. “The clinic is an excellent project thatmaximizes the mobility of automobiles.”

The clinic, which has all the sanitary and advanced equipment as a modernhospital, will be able to provide, among those mentioned above, newborncare, gynaecological examinations, counselling on breast feeding & safe sex,and immunization for children.

- Hyundai’s mobile clinic to provide maternal & infant health care- Donation is part of Hyundai’s worldwide CSR initiatives

Hyundai Motor Company donated a mobile clinic to the Republic ofUzbekistan as part of the automaker’s “Moving the World Together”Corporate Social Responsibility (CSR) initiative, which aims to contributeto society and be a better corporate citizen.

Hyundai Motor, South Korea’s largest carmaker, handed over an 8-tontruck customized to serve as a medical clinic, to the Uzbekistangovernment in Tashkent, the nation’s capital. The mobile clinic, a Hyundaitruck which was customized in Korea, is fully equipped to handle thedelivery of babies, as well as providing antenatal and postpartum care for

both mother and child. The clinic will tour underprivileged and remoteareas in Uzbekistan to provide free medical care.

Uzbekistan’s Minister of Healthcare Mr. Nazirov Feruz Gafurovich,Chairwoman of the International non-Governmental charity foundation“Soglom avlod uchun” Ms. Inamova S.T, South Korean Ambassador to theRepublic of Uzbekistan Mr. Kyun Jea-Min and about 70 other guests andmedia members attended the event, Hyundai Motor’s first CSR activity inthe Central Asian nation.

The clinic will be jointly operated by the Korea Foundation for InternationalHealthcare, the Sog’lom Avlod Uchun foundation, and the MyungsungChristian Medical Center.

Hyundai Motor Donates Mobile Clinic to Uzbekistan

Hyundai Auto Group Establishes Social Responsibility Charter

- Hyundai-Kia Automotive Group’s Corporate SocialResponsibility committee crystallizes its core values

- Group announces its activities over the past year, hiring plans for year ahead

Hyundai-Kia Automotive Group (HKAG), which makes up the world’sfifth-largest automaker, announced a Social Responsibility Charter tostrengthen its Corporate Social Responsibilities (CSR) in businesspractices.

HKAG established the Social Responsibility Charter at this year’s CSRCommittee meeting which was held today at the group’s headquartersin Seoul. The committee decided to launch the ‘Corporate SocialResponsibility Vision 2020’ next year, which will present specific andconcrete CSR plans for the company, and agreed all employees ofHyundai Motor Company and its affiliates should take part.

Moreover, HKAG also announced its comprehensive plan for creatingnew jobs and nurturing leaders of tomorrow.

Establishment of Hyundai-Kia Social Responsibility Charter

HKAG’s Social Responsibility Charter was established today to sharethe group’s specific vision of the future that harmonizes trust-basedmanagement, environmental management and social contributions.The charter carries the group’s core values and the philosophy thatencompasses the corporate mindset, the working principle and themid- to long-term business strategy.

The HKAG’s charter specifies its primary vision and role of

strengthening CSR activities through developing a sustainablerelationship with shareholders, customers, employees, suppliers andcommunity members.

‘Corporate Social Responsibility Vision 2020’

Through the establishment of the ‘Corporate Social ResponsibilityVision 2020’ (CSRV2020) next year, HKAG will guide employeesthrough the new market environment in the post-global economiccrisis era.

CSRV 2020 will be carried out in a systematic manner based onsuccessful and unsuccessful case studies of each and every HKAGemployees’ own experiences, as well as the history of the Koreaautomotive industry. At the same time, Hyundai Motor and itsaffiliates will complete a new mid- to long-term management roadmap and reflect them to the CSRV 2020.

Creating New Jobs

HKAG also approved its comprehensive plans for creating new jobs attoday’s meeting. According to the plan, the group will create 4,000new jobs and hire 1,000 interns, in addition to the 300 interns it hired earlierthis year.

In addition, the automotive group will again send 1,000 volunteerstudents overseas by the end of this year. HKAG formed the ‘HappyMove Global Young Volunteers’ last year and successfully sent 1,000university students to five countries, including China, India, Turkey,Slovakia and Thailand to do volunteer work in areas related to theenvironment, local welfare, medicine and culture.

- Hyundai hands over vehicles for official transport of teams, officials and VIPs during world tournament

With 370 days to go until the 2010 FIFA World Cup South Africa¢‚ kicks off,Hyundai Motor Company today officially started the countdown to the world'sgreatest sporting event as it delivered a fleet of 78 vehicles to the localorganizing committee of FIFA Confederations Cup South Africa 2009.Customarily held in the World Cup host nation a year before the World Cup, theConfederations Cup is widely viewed as a test run of facilities and management.

The two-week tournament, to be played in four South African cities, opens June14th at Johannesburg's Ellis Park Stadium. Eight national teams will becompeting for the world crown: South Africa, Italy, Egypt, Iraq, Spain, USA, NewZealand and Brazil. These teams are all winners of each of the six FIFAconfederation championships, along with the FIFA World Cup winner and thehost country.

For the tournament, Hyundai delivered 66 passenger cars and 12 buses to FIFAand the 2010 FIFA World Cup Organising Committee South Africa (LOC) at theExpo Center in Johannesburg, South Africa. The handover ceremony wasattended by over 100 VIPs, FIFA & company officials and media members.

“Hyundai is proud to partner with FIFA Confederations Cup South Africa 2009.The opportunity to provide VIP transport at this year’s tournament gives us thehigh visibility we need in South Africa and around the world to build a widerawareness for our brand and products,” said Hyundai Senior Vice President ofMarketing Sean S. H. Kim as he symbolically presented an oversized car key toFIFA LOC Chief Officer of Transport & Logistics Skhumbuzo Macozoma.

The pride of the fleet will be Hyundai’s Azera premium sedan which will serve

as the flagship of the FIFAConfederations Cup South Africa2009: A total of 20 Azeras will beused to transport VIP’s, referees anddignitaries. As the officialautomotive partner, Hyundai willalso supply Santa Fe and TucsonSUVs (19 units), Getz subcompacts(7 units) and Starex passenger vans(20 units).

In addition to the fleet of passengercars, SUVs and vans, Hyundai willprovide 12 of its Universe luxurycoaches to the eight national teams.It has also contracted another 20

semi-luxury coaches from its local partner Springbok Atlas, to provide a total of350 bus days during the tournament. Springbok Atlas will take responsibility forbus fleet operation including driver training and vehicle maintenance. Thishandover ceremony also marks the launch of the right hand drive version of theUniverse luxury coach in the South African market.

This year, Hyundai celebrates the 10th anniversary of its association with FIFA,during which time it has demonstrated itself to be a reliable and effectivepartner by serving as the official automotive supplier to all FIFA-sanctionedevents.

“Football is a universally understood language and a powerful unifying force thatcan pull people of all nationalities, races and creeds together. This coincideswith Hyundai’s values and vision,” emphasized Senior Vice President Kim.

Hyundai is also one of the strongest supporters of football in the world havingserved as the official sponsor of the 2002 FIFA World Cup Korea / JapanTM‚ andthe 2006 FIFA World Cup GermanyTM‚ as well as many other FIFA tournamentsincluding the FIFA Confederations Cup. The company has extended its strategic

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Hyundai Scores at FIFA Confederations Cup South Africa 2009

sponsorship agreement with FIFA to cover the 2010 and 2014 World Cups.Hyundai has not only infused a new sense of fun and excitement into the game,but through its sponsorship of international football it has also achieved asignificant increase in brand awareness and improvements in the brand image.

Football has helped Hyundai secure a firm foundation that will enable it to pushits sports marketing strategy forward to gain a better foothold in markets wherefootball reigns as the most popular sport, especially Europe, Africa, Asia andLatin America.

HMC’s Saudi Distributor Wins a Police Order for 50 Universe Coaches

Mohammed Yousuf Naghi Motors, Hyundai Motors’ exclusive distributor in SaudiArabia beat bigger competitors in a public bid to supply 50 Universe coaches tothe nation’s police force. The public tender was offered by the Public SecurityAgency of the Kingdom of Saudi Arabia. The buses, scheduled to be shipped toSaudi Arabia in June, will be used to transport local police troops.

The order will add shine to Hyundai’s already impressive record of having supplied

hundreds of HD 72 buses to the Saudi Public Security Agency for troop operations.

In 2008, in an effort to strengthen the sale of commercial vehicles, MohammedYousuf Naghi Motors spun off its commercial vehicle business as an independentoperation. The strategic move, coupled with the heightened expertise of the staffand a highly effective approach to fleet management, has shown great success inwinning fleet orders on the local market.

HMC’s Syrian Distributor Supplies 22 Universe Coaches to the Public Procurement Office

Modern Motors Company, Hyundai Motors’ exclusive distributor of commercialvehicles in Syria, won an order for 22 Universe coaches from the Syrian PublicProcurement Office in March. The buses were delivered in May.

The latest order from the Syrian government reflects growing interest in Universecoaches in the Syrian market since supplying two coaches to the Presidential

Palace late last year. The buses, used for commuting by government staff, gothigh marks for their performance, comfortable ride, and luxurious feel.

The proven performance superiority of the Universe over competitors’ models isexpected to strengthen its position on the Syrian market, not only as a bussuitable for VIPs, but also for mass transportation.

Universe Coaches Start Selling in Vietnam

In a bid to break into the local luxury coach market, THACO (Throung HaiAutomobile Co., Ltd), Vietnam’s largest automotive maker, has purchased 44coaches from Hyundai Motors including 5 Universe Noble units. THACO plans tostart selling these buses in June. The Universe, packed with cutting-edgetechnologies such as semi-monocoque construction, is forecast to lead the high-end bus market in Vietnam in the years to come.

THACO’s production and marketing strengths are expected to facilitate market

penetration by the Universe. Founded in 1997, the Vietnamese automaker boastsan annual production capacity of 50,000 units and over 40 extensive nationwidesales and after-sale service networks.

Hyundai Motors is reigning as the undisputed leader in the Vietnamesecommercial vehicle market with a market share of 30 percent. Last year alone,Hyundai exported 1,487 vehicles to Vietnam including 100 Universe coaches and650 heavy duty trucks.

This official FIFA tournament, which is held every four years, is to take place

in South Africa from 14 - 28 June 2009.

Continental champion teams from South America, North and Central

America as well as the Caribbean, Africa, Europe and Asia will participate.

As the host country, South Africa automatically qualifies to participate in

the tournament. The FIFA Confederations

Cup 2009 will take place in four cities

throughout South Africa which include,

Johannesburg, Mangaung-Bloemfontein,

Tshwane-Pretoria and Rustenburg.

FIFA Confederations Cup South Africa 2009

Featured in this article is Mr. J.W. Chang, Deputy General Manager of theDomestic Sales Division. In 2008, he was chosen the Sales Representative of2008 in large-size buses. Hyundai sales representatives handling large-sizebuses are not commission-based but full-salary employees.

Chang’s Stellar Track RecordChang joined Hyundai Motors in 1989. In his initial years of employment, hesold trucks and buses, serving stints both at headquarters and provisionalbranches. It was in 2005 when he was transferred to the Gyeonggi Provinceoffice near Seoul that his sales career really began to take off. He sold 122buses in 2006. That number shot up to 480 in 2007 and 410 buses in 2008,bringing his three year sales total to 940. The 410 buses Chang sold in 2008represent 6.2 percent of the company-wide total for the year.

Those kind of records would be impossible to achieve without beingaggressive in creating new sales opportunities, and finding ways to take asizeable market share away from competitors. Making sales to customers ofthe competition who are unreceptive to your company’s products is a task thatis far from easy.

Chang stresses heart-to-heart talks with his customers as key to his success.

A Case StoryThe Kyungwon Transport Company is a city bus company based in the City ofAnsan, south of Seoul. It has a fleet of 499 buses (as of 2008), which breaksdown to 115 Hyundai buses (23% of the total) and 384 Daewoo buses (77% ofthe total). In 2006, Hyundai supplied 28 buses to Kyungwon, whichrepresented 58.3 percent of the total procured by the company that year.

Comparable figures for 2007 were 46 buses or 59.5 percent of the total and 41buses or 48.2 percent of the total for 2008.

It was back in 2006 when Chang first zeroed in on Kyungwon as a target forhis marketing campaign. Until then, Kyungwon had been practically off-limitsto Hyudai, without a single Hyundai bus in its fleet. Kyungwon procured 70 to80 new buses annually, but year after year Hyundai had failed to win an orderfrom the company.

The biggest obstacle for Hyudai was the fact that the transportationcompany’s founder was a dedicated fan of Daewoo buses. But Chang sawopportunity when his son came on the scene to help father manage thecompany. The son was young, highly-educated and savvy about modernmanagement skills. Chang figured his rational approach to management wouldprovide him with a window of opportunity to win the company over.

The first thing Chang did was a thorough analysis of the factors that madeKyungwon hesitant to consider Hyundai as a supplier. Then, he worked outsolutions that they could understand and feel comfortable about.

First, Kyungwon had anxieties about taking on a new supplier, unsure aboutwhat benefits such a move could bring to them. As a solution, Chang workedhard to convince them of the competitive strengths of Hyundai buses and

explained to them how having Hyundai as their partner could help themachieve greater profits, offering evidence from Hyundai’s other successfulcustomers.

Second, Kyungwon was concerned about a possible increase in their partinventories because of the need to service buses from two differentmanufacturers. To allay these concerns, Chang educated company officialsabout Hyundai’s state-of-the-art parts management system that enabledprompt parts search and delivery to customers. Chang also linked Kyungwonwith a realizable and efficient parts supplier to ease concerns about possibledisruptions in parts supply. Additionally, Chang talked Hyundai Mobis, asubsidiary of Hyundai Motors responsible for supplying parts to the market,into offering Kyungwon the privilege of buying directly from them at discountprices, in order to make up for any increase in the cost of parts stocking andmanagement.

Third, Kyungwon’s maintenance service people balked at having to deal withunfamiliar buses after having only serviced Daewoo buses for a long time. Asa remedy, Chang worked hard to develop a personal bond with servicetechnicians, paying them frequent visits. At the same time, he set to workconvincing them of how Hyundai’s excellent customer training and supportprograms could ease them into working on Hyundai buses at the same time asthey were increasing their knowledge about the latest technology.

Last, and most importantly, as indicated earlier, Kyungwon’s founder/CEO wasimmovable in his loyalty to Daewoo. Chang got around this obstacle byworking exclusively with the founder’s son and trying to accommodate asmany of his demands as possible to give him grounds to justify makingchanges to his father. At the same time, Chang put a great deal of effort intomaking sure that no major problems occurred with the Hyundai buses theypurchased, to avoid any concerns that might rekindle their earlier worries.

For Chang, his relationship with Kyungwon is a challenge that will end onlywhen the company becomes a solid loyal Hyundai customer. This means thatthe company is a case requiring constant care and attention. Chang’simmediate goal is to increase Hyundai’s share of the Kyungwon fleet to 50percent. He figures that the key to achieving this goal is in keeping thecustomer highly satisfied with the buses they purchased from Hyundai.Particularly, he emphasizes developing a personal bond with servicemaintenance staff and using it as a basis for acting as quickly as possible toresolve any problems or concerns they might have about Hyundai’s products.Chang also keeps his eyes open for opportunities to create any differentialadvantages over the competition, particularly in after-sales service and follow-up marketing activities, so that Kyungwon will have compelling reasons towant to maintain its relationship with Hyundai for a long time to come.

Take tips from an accomplished sales rep in large-size buses.

10 | HYUNDAI Newsletter HYUNDAI Newsletter | 11

G l o b a l N e w s G l o b a l N e w s

Tire Loading Capacity of Heavy Duty Truck

Sales Tip

Tractor

HD450 HD500 HD600 HD700 HD1000

S S

O O S S

O O S O O

16,000 18,900 29,700 29,7006,000 7,100 6,500 6,50010,600 11,800 23,200 23,20018,000 - 30,100 31,7006,500 - 6,500 6,50011,500 - 23,600 25,200

Cargo Dump MixerHD160 HD170 HD250 HD260 HD310 HD320

HD160 HD270 HD370 HD270 HD370Capa(kg) Short Long Short Long Long Short Medium Short E/Long Short E/Long11.00 x 20-14PR 3,000 (S)

S(Tube) 2,650 (D)

11.00 x 20-16PR 3,350 (S)O S S S S S S S S S S S S S(RR) S S(RR)(Tube) 2,900 (D)

12R22.5-16PR 3,550 (S)O O O O O O O O O O O O O(RR) O O(RR)(Tubeless) 3,150 (D)

12R24-18PR 4,000 (S)O(Tubeless) 3,650 (D)

385/65R22.5-20PR 4,500 (S)S(FRT) S(FRT)(Tubeless)

STD 16,600 18,200 29,700 36,200 18,200 29,900 41,200 29,700 41,200Front 6,000 6,700 6,700 13,000 6,700 6,700 18,000 6,700 18,000

Max. GVW Rear 10,600 11,500 23,000 23,200 11,500 23,200 23,200 23,000 23,200(kg) OPT 18,500 18,500 30,000 38,200 - 33,000 43,200 30,000 43,200

Front 7,000 7,000 7,000 13,000 - 7,000 18,000 7,000 18,000Rear 11,500 11,500 23,000 25,200 - 26,000 25,200 23,000 25,200

Introduction A tank truck is a heavy road vehicle designed to transport bulk liquids

(such as gasoline, liquid chemicals and water) and gases in an oval

shaped tank. Tank trucks are classified into different categories

depending on the kind of loads they carry – such as fuel, LPG, water and

milk.

A fuel tank truck is composed of a fuel tank, a gear pump used for

pumping fuel into and out of the tank, two-way and four-way control

valves and pipes. The fuel tank is partitioned into two or more chambers

so that it can carry different kinds of fuel in one tank. The tank has baffle

plates on the inside which reduce fuel surging while in motion and drain

valves that control the discharge of fuel from each chamber of the tank.

On the outside, the tank is supported by four side frames designed to

protect the tank if the truck is overturned. The tank has manholes on the

top, one for each chamber, and air vents which keep fuel fumes from

damaging the surface of the tank during loading and unloading. A gate

loops around the top of the tank, preventing fuel from trickling down the

surface of the tank. The tank is equipped with an emergency lever that

can be pulled to halt fuel flow in emergency situations.

FeaturesHyundai’s tank trucks are made by mounting tanks of varying capacities

on truck frames ranging from the HD65 to HD310. The tanks are made of

3.2 to 5 mm-thick plates, which can be either stainless steel or aluminum.

The inside of the tank is coated with epoxy to prevent corrrosion. (Epoxy

coating is an option for the HD 170 and higher models.)

The HD 120 model comes equipped with a high-performance pump that

can pump 600 liters of fuel per minute, while the HD170 delivers 1000

liter-per-minute performance. The hose reel and flow meter can also be

optionally manual or automatic.

Specifications

12 | HYUNDAI Newsletter HYUNDAI Newsletter | 13

S p e c i a l - P u r p o s e V e h i c l e s B e f o r e S e r v i c e

Fuel Tank Truck Repurchase Rate of UNIVERSE in Algeria

HD72 HD120 HD170 HD260 HD3104X2 6X4 8X4

Capacity ( ) 4.5 6 8 12 16 18 20 22

OverallLength 5200 6765 7820 9650 9650 9950 11300

(mm)Width 2000 2195 2495 2495 2495 2495 2495Height 2380 2505 2700 3050 3180 3230 3260 3100

W/Base (mm) 2750 3795 4395 5650 7040

BodyLength 2860 3800 4000 4500 6000 6100 6500 8300

(mm) Width 1930 1930 2030 2350 2350 2400 2400 2350Height 1090 1090 1300 1520 1520 1650 1700 1520

Tank Material Standard : Steel (3.2mm ~ 4mm) / Option : Stainless (3mm ~ 4mm) or Aluminum (5mm)Compartment 2 3 3 3 4 5 5 6

HoseDia. 2” 2” 2” 3” 3” 3” 3” 3”

Length 3mType Gear pump

Pump Capacity 300 /min 600 /min 600 /min 1000 /min 1000 /min 1000 /min 1000 /min 1000 /minDriven by TM PTO

Extinguisher 4.5kg X 2EA

Since Universe was introduced to Algerian luxury bus market in 2007, HMC has been supporting major fleet customers directly by conductingvisiting service named Service Clinic. During Service Clinic, HMC technicians had chance to investigate superiority of Universe compare toHMC’s Aero and competing brands, and also checked each fleet company for repurchasing rate of Universe.

Compartment

Side frameManhole

Top fence

Baffle plate

Vehicle operation condition in Algeria is considered to be one ofthe most severe in the world due to the Sahara which is coveringmore than half of its territory. Express bus is usually operated morethan 1,000km for one way trip under extremely hot and dustycondition, and it makes that the quality as the first value toconsider when the customers purchase their vehicles.

Universe has proved its superior quality level by showing its bestperformance in this severe driving condition, and this fact is leadingthe market share to increase by making more and more customersto choose Universe when they have chance to purchase new busesor need to repurchase for substitution of their old buses.

Customer Name LocationUnit in Operation

Purchase Status of UniverseAERO Competitor

El Djamel Transport 34 44 2 units - 2008, 4 units - 2009

Chahin Transport Alger 2 2 units - 2008

Kadouche Transport 2 83 1 unit - 2008

Ali Haimoud 7 3 6 units - 2008

Amine VoyageOran

10 8 5 units - 2008, 6 units - 2009

Zeboudj Abdelkader 10 4 units - 2007, 6 units - 2008

Sotraz 76 9 units - 2008

El Bahia 7 1 unit - 2007, 2 units - 2008

Batsami Mohamed Bechar 3 2 units - 2008

Eurl El Mounazat 3 2 units - 2008

Houichi VoyagesBatna

8 5 3 units - 2007, 2 units - 2008

Bouafia Transport 7 2 5 units - 2007, 4 units - 2008

Alouani TravelTebessa

15 3 3 units - 2007, 1 unit - 2008

ETS Merah Transport 2 4 units - 2007, 2 units - 2008

Brahmi Transport Annaba 7 3 2 units - 2008

Tank

HAA LLC Background

Hyundai Auto Azerbaijan LLC

(HAA) has come into operation as

an official distributor of Hyundai

Motor Company in Azerbaijan

since 1996. Being the leader of

the passenger car market for its

sales volume the company also

imports Hyundai commercial

vehicles and buses into the

Azerbaijan market since 2003.

Since its founding, HAA has accomplished significant growth in its

business, emerging as one of the most successful vehicle trading

companies in the country. The company has the largest sales and service

network in Azerbaijan. HAA achievements are driven by its professional

approach to business development which reflects its efficient

management system, operational expertise and long-term vision.

All these facts gave an impetus to the foundation of independent

Hyundai Truck & Bus Department in 2006 which firstly functioned

together with Passenger Division in one showroom and service.

Economic Boom in the Country and HAA sales volume increase

Starting from that time there is observed a boom in the economy of

Azerbaijan which led to the rise of the purchasing power. A huge

quantity of multi-storey buildings appeared in Baku during 2006-2009

like mushroom sprang up all over, the new bridges and roods were built,

a lot of tunnels were driven. In order to meet the construction

requirements, to Azerbaijan were imported 3000 units in 2006, 4500

units in 2007, and 6000 units of commercial vehicles and buses in 2008

years. Along with these processes the replacement of bus transportation

(city and intercity) began at that period and continues so far.

Due to these facts, the sales volume of HAA has rapidly increased by

several times during the last five years and as a result the company

became the second in the market for the sales volume of light

commercial vehicles and buses in the local market in 2008. The

Department achieved its sales volume to 577 units (including trucks and

buses) at the same year.

New Showroom and Service Shop

Taking into account of the growing demand and consumer satisfaction

Hyundai Truck & Bus Department moved to the new center in January

2009. The construction of the service shop will be completed by the end

of April of this year and the company plans to hold the opening

ceremony of the new center in May 2009. The total square of the new

center is around 3,5 hectares:

The new center is located in very convenient place from strategic point

of view. It is situated on the one of the main highways which connects

the capital of Azerbaijan with other cities and districts.

Key strategy for 2009-2010

Implementation of new projects and expansion of the Company all

over Azerbaijan

Hyundai Truck & Bus Department is stepping up its efforts to expand

Hyundai’s presence on the local market so that it can supply the full

range of Hyundai commercial vehicles from trucks to buses. Along with

this, Hyundai Truck & Bus Department is strategically targeting

government customers such as ministries and fleet companies by

carrying out a campaign to inform them of the outstanding quality of

Hyundai vehicles as groundwork for successful participation in future

tenders. The department is also ramping up its marketing efforts

targeted at major fleet operators and construction companies to improve

Hyundai Auto Azerbaijan LLC(HAA) in Azerbaijan

chances of securing fleet deals with them and increase sales volume of

Hyundai Heavy Duty Trucks and Special Vehicles in Azerbaijani market.

Sales expansion in the regions and development of dealer network

The company has the largest sales and service network in Azerbaijan.

There are 7 dealers in Baku and 10 dealers in the other cities of the

country. In spite of the fact that all these dealers are the dealers of

Passenger Vehicles Division, HAA Truck & Bus Department already

realizes the sales and service through these dealers in Baku city and

regions and in addition is intensifying its efforts to expand all over

Azerbaijan and find the new exclusive dealers for commercial vehicles

and buses.

Brand Management

Hyundai Truck & Bus Department is putting a great deal of effort into

establishing of a strong brand image for Hyundai commercial vehicles

among its customers by providing high service, analyzing their problems,

demands and requests carefully. The consumer satisfaction is above all

for us.

Strengthening Internal Competence

Hyundai Truck & Bus Department has a variety of systems and programs

aimed at strengthening its marketing and sales competence. The

initiatives include deployment of CRM solutions for more effective

customer management, frequent visits to fleet customers for preserving

their trust and loyalty, consistent efforts to discover potential customers,

and effective staff training designed for better customer service in

marketing, maintenance and parts supply.

14 | HYUNDAI Newsletter HYUNDAI Newsletter | 15

G l o b a l F a m i l y

20062004 2005 2008 2007

Truck

12

72

12

5644

26

96

29

359

218

Bus

Sales volume of HAA during 2004-2008 years (units)

‘04 ’05 ‘06 ’07 ‘08

70 68 84 125

577

showroom including office 576 m2

service shop with its office building 2592 m2

vehicle stock area 1 ha