"The Rally May End, but Steel Lasts Forever"... Hyundai Steel Unveils Video on 70 Years of Challenges

Capturing the spirit of challenge and growth at WRC and Hyundai Steel
Connecting motorsports and the steel industry
Showcasing a people-centered corporate legacy

Hyundai Steel announced on October 29 that it had released “Legacy of Human,” a brand film inspired by the pioneering spirit of the World Rally Championship (WRC), a world-renowned motorsports competition, under the theme “The Rally May End, but Steel Lasts Forever.”

The video is a brand film that highlights the experience and dedication Hyundai Steel employees have built throughout the company’s growth. Founded in 1953 as Daehan Heavy Industries Corporation, Hyundai Steel laid the foundations for steel production despite a challenging industrial environment and grew into a global steelmaker through continuous technological development and investment in facilities. Since starting operations at its integrated steelworks in Dangjin in 2010, the company has expanded its business into areas such as automotive steel sheets and specialty steel.

"Legacy of Human" video thumbnail. Hyundai Steel

Through interviews with WRC drivers and Hyundai Steel employees, the brand film spotlights the employees’ efforts behind the company’s historic achievements. The WRC is a competition in which rallies are held on actual roads and amid natural environments around the world, rather than on dedicated paved circuits. A co-driver also rides in the passenger seat, earning the competition the description “life-or-death teamwork.” The film highlights the values shared by motorsports and the steel industry: experience accumulated through many trials, errors, and challenges leads to technological achievements.

The video conveys the value of a legacy in which the experience and skills of the people behind today’s achievements are passed on to the next generation.

In interviews, employees at the Incheon, Suncheon, and Dangjin steelworks share everything from the emotion of the moment the first molten steel was produced to the experience they have built alongside colleagues over many years, as well as the skills and know-how they hope to pass on to younger colleagues. The film also shows how experience gained in motorsports translates into technological progress, including examples of durability-related data collected under the extreme driving conditions of the WRC being used to develop automotive materials. It aims to show that each steel product embodies the expertise of employees across multiple processes, and that experience accumulated on the ground over many years forms the foundation for new technologies and competitive product quality.

A Hyundai Steel representative said, “We will continue to enhance our corporate brand value by sharing stories about Hyundai Steel’s unique history, technology, and people through a variety of content.”

The brand film is available on Hyundai Steel’s official YouTube channel. The second installment in the brand film series is also scheduled for release in November.

This content was produced with the assistance of AI translation services.