Hyundai Stellar and Sonata heritage campaign marks 40 years

Hyundai celebrates Stellar and Sonata legacy with exhibition and magazine for Sonata’s 40th anniversary, showcasing restored 1988 model and archival materials

Hyundai Motor has launched a new heritage campaign celebrating two of its most significant mid-size sedans, the STELLAR and the SONATA. The occasion is the 40th anniversary of the SONATA, which remains the brand’s longest-running volume model. Rather than marking the date with a simple commemoration, Hyundai is presenting an immersive program that includes an exhibition, archival materials, and a new edition of its RETRACE magazine.

The story of the SONATA began in 1985 as a premium version of the STELLAR, introduced two years earlier. Both models became milestones in Hyundai’s history: the STELLAR was the company’s second proprietary passenger car, while the SONATA grew into a global nameplate. Together they have reached a combined total of about 10 million units sold, underlining Hyundai’s ability to combine technological independence with mass-market appeal.

A highlight of the anniversary campaign is a special exhibition at the cultural space piknic in Seoul, running from September 25, 2025, to January 4, 2026. At its center stands the restored STELLAR 88, a special edition released for the Seoul 1988 Olympic Games. Alongside the car, visitors will find technical drawings, catalogues, and R&D records that open a window into Hyundai’s design and engineering practices of the time.

The exhibition is complemented by the second edition of the RETRACE Magazine, entirely dedicated to STELLAR and SONATA. The publication contains 16 original pieces, from essays to interviews and columns, exploring not only technological achievements but also the emotional bonds built with customers. A book talk on the new issue will take place on October 18 at Hyundai Motorstudio Seoul.

Exclusive STELLAR and SONATA merchandise will be available at piknic, as well as at Hyundai Motorstudio locations in Goyang, Seoul, and Busan, and through the Hyundai Collection online store. These items allow enthusiasts to carry a part of the campaign home with them.

With this initiative, Hyundai underlines that its cars are more than just industrial products: they are carriers of memory, trust, and shared history. The legacy of STELLAR and SONATA shows how customer experiences and corporate ambitions weave together to shape the identity of the brand. While the exhibition will close in January, the relationships it celebrates remain central to Hyundai’s vision of “Progress for Humanity.”