Hyundai has honoured Tony Stark with a special Kona Iron Man Edition SUV styled in colours.
“My armour’s manoeuvrable, fast, and lots of fun at parties,” says Stark, better known to most of us as Marvel superhero Iron Man.
Hyundai put a prototype of the Kona Iron Man Edition on display at San Diego’s Comic-Con 2018. It goes on sale early next year, but is limited to just 1000 vehicles worldwide.
The car’s exterior and interior features take inspiration from the Iron Man suit.
On the outside, the Kona Iron Man Edition has a front-lighting signature, including a custom daytime running light form that instantly recognisable as resembling the facemask and eye shape of the Iron Man suit.
Besides the front fascia design and unique lighting signature, other Stark-like flourishes include an Iron Man mask motif on the roof, a unique V-shaped hood garnish, front-fender Iron Man mask badging, Stark Industries lower fascia and rear door decals, Iron Man-engraved headlamp internal surfaces, custom 18-inch alloy wheels with Iron Man mask centre caps, an Iron Man engraving for the D-pillars, and a dark chrome front grille. The exterior colour is an exclusive Iron Man red with matte grey.
Inside, Tony Stark’s signature adorns the instrument panel alongside a unique Iron Man shift lever knob, a special Head’s Up Display and centre stack featuring Iron Man visual graphics, and a custom seat design.
“The Kona Iron Man Edition is the perfect mash up,” says Dean Evans, chief marketing officer at Hyundai Motor America. “The first time we saw the Kona, we knew its unique, rugged design drew a compelling resemblance to the strong and iconic Iron Man suit. There is also a nice synergy between the fun and adventurous nature of the Kona and the playful-yet-bold character of Iron Man/Tony Stark. The outcome is a remarkable special edition that we’re sure will appeal to Marvel fans and SUV enthusiasts alike.”
Here’s a video from the two companies highlighting the design process.
Marvel’s SVP of global partnerships & marketing, Mindy Hamilton, says seeing the car come to life was like “a wish fulfilled” for the Marvel team.
“When you grow up reading comics, you dream of seeing that technology and those inventions become reality. We hope that everyone has just as much fun jumping into this one-of-a-kind vehicle as they would putting on the actual Iron Man suit of armour!”
“Hyundai’s ongoing collaboration with Marvel is a great way for us to become a part of what people are interested in and engage with a highly passionate fan base,” adds Minsoo Kim, head of marketing at Hyundai Motor Company. “Our relationship is more than just product placement as we aim to create custom experiences that resonate with the Marvel audience. The Kona Iron Man Edition is a perfect example of blending our two worlds together into one special vehicle that we hope will excite fans of both brands all around the globe.”
This is not the first time Hyundai has partnered with Marvel. The 2019 Hyundai Veloster Turbo appears in Marvel Studios’ Ant-Man and The Wasp feature film, an integration accompanied by a marketing campaign that included commercials and interactive sweepstakes offering fans a chance to attend a pre-release screening of the film.