• Jan 14, 2010
Hyundai Steel – Click above to view video after the jump

Most of the big automaker players have gotten out of the steel-making business, but according to Automotive News, the Hyundai-Kia Automotive Group is just getting into it. More to the point, Hyundai and Kia have bought into a $5 billion steel mill operated by sister chaebol company Hyundai Steel. The mill's aim is to "boost synergy effects among affiliates by creating a circular production and recycling link between steel manufacturing, steel processing and car making."

With an in-house operation, the two companies can be more assured of getting the quality and quantity of high-tensile steel that they need to build their cars at more stable prices. Hyundai's stake in the plant is 12.6 percent, Kia's is 21.4 percent, and between them, they'll use 50 different types of steel from among the 225 types manufactured at the environmentally friendly plant. The other steels will reportedly be used for ships and electronics.

The first blast furnace was lit last week and will be able to provide four million tons of steel annually. The second furnace is expected to be finished early next year, and will provide the same amount again. Even so, Hyundai said it will need steel from other sources.

Remember when the word "Hyundai" meant "Excel," and not "juggernaut?" While you ponder that thought, be sure to click on the jump to watch an amazing so-bad-it's-good promotional video from the folks at Hyundai Steel.

[Sources: Automotive News – sub req'd; Hyundai Steel]



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    • 1 Second Ago
  • 10 Comments
      • 4 Years Ago
      Anyone ever seen the Cyberdyne video at the beginning of any of the Terminator 2 3D Rides? This video reminds of it. Heeeyunday Steel will later be the leading supplier of creating SkyNet.
      • 5 Years Ago
      A synergy trifecta is now in play! Come on Autoblog!
      • 4 Years Ago
      This is what happens when Koreans use there knowledge of English (as there 2nd language) to produce a commercial. Its everywhere in South Korea and it cracks me up.
      • 5 Years Ago
      Do some research on Hyundai and you'll find all of their little conglomerates are heavily supported by the South Korean government and scandal upon scandal of the leadership going back quite a while. It's certainly an "entertaining" company.
      • 5 Years Ago
      OMG that was amazing!! we'll all be WAY more affluent from steel! AFFLUENT!! all the forced smiles on the people. that video had everything I need to know that they are a global player who is ready for investment dollars!
      • 5 Years Ago
      I often leave imposing air behind me.
      • 5 Years Ago
      That video is awesome.
      "Steel waited for the birth of the earth and human beings from the moment of the big bang, therefore, steel goes to humans"
        • 4 Years Ago
        I think it was even better that the announcer, who appears to be a native english speaker, is saying even worse Engrish lines than the text...seriously...did he not offer to like correct the horrible dialogue? lol
      • 5 Years Ago
      Don't forget that Superman is the Man of Steel. Also, Steel created the universe in 6 and
      1/2 days. The last half day Steel just hung around and waited for humans to invent the internet. This video brought many happy tears to my eyes. You go Hyundai.