Driven by modernity: Boks and Hyundai shift gears together

FOR THOSE students of language out there, you should know that the word “modernity” means freshness, currentness, newness … it speaks of creativity, innovation, and being one step ahead.

In the same breath, the student of the game of rugby will acknowledge the modernity that Rassie Erasmus and his all-conquering Springboks brought to the modern game.

The Boks’ forward-thinking approach has helped change the way rugby is played around the world. They used more forwards than usual on the bench – the famous 7-1 and 6-2 “bomb squad” – to bring fresh power late in games, giving them a clear edge.

Their clever kicking game turned the old idea of “just clearing the ball” into a smart way to attack and gain territory. They rotated players regularly, building a deep, adaptable squad.

And with their aggressive, hard-hitting rush defence, they kept opponents under constant pressure, forcing mistakes and setting a new standard for intensity and discipline in the sport.

Now … for those students of motoring, you probably know by now that the word Hyundai means “modernity”, don’t you?

Expanding a historic collaboration

Is it then any wonder that SA Rugby and Hyundai Automotive South Africa announced on Thursday that they had expanded their historic four-year rugby and automotive collaboration, which will now also include the Springboks and all other national teams.

Rian Oberholzer, CEO of SA Rugby, almost unconsciously made that connection at the announcement when he said, “As a brand, Hyundai has earned a global reputation for building reliable, durable, and best-quality vehicles. Their brand philosophy aligns with our values.”

Hyundai was previously announced as the official vehicle partner of South Africa’s junior national teams and Youth Week rugby tournaments. Thursday’s announcement confirmed that the partnership now extends to the senior Springbok team, the Springbok Women, and the Springbok Sevens men’s and women’s teams.

The theme of this expanded partnership: United by Rugby. Driven by Hyundai.

“We’re delighted to confirm the expansion of the relationship with Hyundai Automotive South Africa to encompass the entire Springbok family and look forward to a mutually-beneficial and long journey ahead – on and off the field,” said Oberholzer.

Synergy

Stanley Anderson, CEO of Hyundai Automotive South Africa, echoed that synergy:

“This powerful alliance brings together two iconic brands, each known for strength, excellence, innovation and reliability. Whether on the road or on the rugby field, both Hyundai and the Springboks share a commitment to pushing boundaries and inspiring greatness.“It is therefore such a befitting honour for us to be an official vehicle partner of the reigning World Champions, having won the World Cup four times!”

As part of the deal, SA Rugby will now have access to a fleet of Hyundai’s award-winning, modern and stylish vehicles – helping move players, staff, and equipment efficiently and safely.

The partnership officially kicks off with joint stadium activations during the Castle Lager Incoming Series and the Castle Lager Rugby Championship – where fans will get to experience the synergy between world-class rugby and world-class motoring up close.