Hyundai’s WRC success lights up Piccadilly Circus

One of London's most famous locations is being overlooked by an advertisement celebrating Hyundai's 2020 title win

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It’s one million pixels large. Near enough. And, since it went up – and even in these days of lockdown-stemmed footfall – millions have seen it. What is it? It’s Hyundai Motorsport’s arrival in Piccadilly Circus.

That’s right, the new World Rally Champion team has brought rallying to the very heart of central London. For the second year in succession. Running a commercial at one of the most famous sites in the world is a great way to shout from the rooftops about what you’ve done this year.

And the good news is, it’s not just Hyundai Motorsport team principal who’s doing the shouting. The shouting is coming from an even bigger cheese than Cuneo’s grandest of fromages. It’s coming from the likes of executive vice-president and head of the product division at Hyundai Motor Group, Thomas Schemera.

After a year of debate about Hyundai’s future in the WRC – including the potential for the team walking away or walking towards an endurance program – it’s reassuring to hear Schemera’s words.

“The performance and attitude of Hyundai Motorsport in this most challenging of seasons has perfectly embodied the character of Hyundai and our N brand,” Schemara said.

“You don’t win a title by luck. It is earned through tenacity, ambition, determination and sheer hard work with a human touch. Congratulations to the team for showcasing and upholding Hyundai’s principles and values in such difficult circumstances.

“We have already seen the positive effect that our WRC activities have on the Hyundai brand with the all-new i20 N set to bring the thrill of rally driving to customers around the world.”


Till Wartenber, vice-president and head of the N motorsport sub-division’s brand management at Hyundai Motor Company, added: “Motorsport is the ideal place to showcase and realise the potential of Hyundai cars to our customers. The achievements of Hyundai Motorsport in WRC represent the essence of our N brand, putting precision, performance and emotion at the core.

“This year has not solely been a challenge for the team to overcome the opposition, they have also had to challenge themselves in all areas to be crowned champions again. A truly N-spiring performance.”

Talking of an inspiration, it’s always nice to have the backing of the sport’s most successful driver ever. Sébastien Loeb spent the last two seasons with Hyundai Motorsport and, while he heads for the dunes and the desert once more, he does so safe in the knowledge that his former employer has a solid future.

Reflecting on the second consecutive manufacturers’ championship, Loeb said: “Congratulations to my friends at Hyundai Motorsport for this title. It has been a joy to have been part of the journey for the past two seasons.

“The podium in Turkey was a great memory for me to take away personally but to win a manufacturers’ title again is a joint result; everyone has played an important role. I am sure there is even more to come for this team in the future.”

Now that’s a message worth writing in a million pixels for millions of people.