Hyundai Palisade & BTS
BTS members pose in front of the Hyundai Palisade. Courtesy of Hyundai Motor.

Premium SUV whose brand ambassador is BTS enjoys huge popularity

Whatever has something to do with Korean superstar BTS seems to succeed. And this time around, it is a sports utility vehicle (SUV) of Korea’s Hyundai Motor, named the Palisade, which teamed up with BTS last year to celebrate the launch of the premium eight-seater car.

The Seoul-based automaker said on March 5 that it agreed with the labor union to increase the production of the Hyundai Palisade by 40 percent from 6,240 a month to 8,640.

The measure was aimed at meeting the rising demand of the SUV. Since its introduction last December, more than 50,000 signed contracts to purchase the large-sized SUV. But some 30,000 are still waiting for its delivery.

Behind the popularity are several reasons including reasonable prices and outstanding designs. In February, the model received the iF Design Award 2019, and a month later it won a category award for exception design at the Red Dot Award.

Yet, observers point out that the joint project with BTS also helped it win the hearts and minds of motorists – the company appointed BTS as a global brand ambassador of the Palisade.

Hyundai also unveiled the vehicle at the Los Angeles Auto Show last November with a special introduction video starring BTS.

BTS is a seven-member Korean boy band that has gained global prominence over the past several years. In 2018, it became the first K-pop act to hit No. 1 on the Billboard Artist 100 chart.

BTS, also known as the Bangtan Boys, was the most re-tweeted celebrities in the world in 2017 and 2018. Its agency of BigHit Entertainment formed the idol group in 2013.

The band plans to release a new album of “Map of the Soul: Persona” next week. The studio album is the follow-up to the 2018 albums, “Love Yourself: Tear,” and “Love Yourself: Answer.”

The new album is widely expected to become another big hit and BTS also plans a world tour this May.

Against this backdrop, BTS is one of the most sought-after commercial models not only in Korea but also in other countries.


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The publisher studied Korean history in Seoul and management of business administration in the United Kingdom. He has 20-year experiences in the media business. Kim can be reached at or 82-2-6956-6698.