In March of 2015, the Los Angeles County Museum of Art (LACMA) and Hyundai began a 10-year partnership that will be the longest corporate sponsorship in the museum’s 50 year history, calling their unique collaboration the Hyundai Project.
Hyundai has recently embarked on similar ventures with the Tate Modern in London and the National Museum of Modern and Contemporary Art in Seoul, but its partnership with LACMA is especially exciting for car lovers and art enthusiasts alike. Besides making the acquisition of staggering works of art like Robert Irwin’s Miracle Mile possible, Hyundai is sponsoring projects related to art and technology and working with the museum to develop Korean art scholarship programs.
Hyundai Motor Company Vice Chairman Euisun Chung said in a statement that “Art is a creative expression of human values that transcends age, gender, race and culture. The Hyundai Project at LACMA seeks to support global art communities in the areas of technology and Korean art.”
The creativity that has catapulted Hyundai to the top of the J.D. Power Initial Quality Study and enabled the company to achieve record sales last month also allows the company to do great things as a sponsor. LACMA CEO Michael Govan said in a statement that “Hyundai’s partnership with LACMA is significant not only due to the longevity of its commitment, but because of its innovative approach to supporting two critically important fields.” Hyundai’s role in revitalizing LACMA’s Korean art program will be especially critical for the museum, as Los Angeles has the largest South Korean population outside of South Korea.
The best news for fans of Hyundai who live outside the Los Angeles area came yesterday, when Hyundai unveiled its “Vision G” concept car to a select few media members at LACMA. The car, which is powered by the 5.0-liter Tau V8 engine that has been named to Ward’s prestigious Ten Best Engines list three times, was designed by a team headed by Hyundai’s US branch and stands as an inspiration for the future of the company’s luxury vehicles.
While the Vision G may be a few years from reaching Butler Hyundai, this generation of Hyundai luxury vehicles is as sleek as they come. We’ve always thought the Genesis we have in our showroom is a work of art fit for any museum – we invite you to drop by our gallery to admire the art.