X

BTS usher in Hyundai's Ioniq sub-brand with something for K-pop fans

What better way to promote your upcoming EV portfolio than with a song from one of the most popular groups in the world?

BTS, the K-pop sensation sweeping the world, has another gig. They're "brand ambassadors" for , and promotion certainly comes with the territory for such a title. Naturally, Hyundai is cashing in on the group's tremendous popularity, hot on the heels of the group's brief appearance at Samsung's Note 20 launch and their record-smashing single Dynamite. On Monday, Hyundai and BTS debuted a new song dedicated to the Korean automaker's upcoming Ioniq sub-brand, fittingly titled Ioniq: I'm On It.

The 2 minute, 30 second song is full of the group's trademark K-pop sounds and sprinkles in a few nods to the upcoming electric vehicles. "Better focus on what's charging me," BTS sings, followed by, "Ioniq takes me there," in the chorus. It's some in-your-face product placement, but hey, that's what brand ambassadors are for. This is a group that racked up over 100 million YouTube views of Dynamite in 24 hours. Surely, Hyundai is grinning at the chance just a couple hundred of those fans start humming "Ioniq." This song already has nearly 450,000 views in just 10 hours.

For those who need more BTS in their lives, the song is only available for download via Hyundai's website. So, yeah, when you think BTS, think Hyundai. Er, Ioniq. We'll see three vehicles fill out the Ioniq sub-brand in the next four years. Everything from a sedan to a large SUV are planned.

Hyundai 45 EV concept throws it way back

See all photos
sonata-hybrid-still
Watch this: 2020 Hyundai Sonata Hybrid can get up to 54 mpg highway
sean-szymkowski-headshot
sean-szymkowski-headshot
Sean Szymkowski
It all started with Gran Turismo. From those early PlayStation days, Sean was drawn to anything with four wheels. Prior to joining the Roadshow team, he was a freelance contributor for Motor Authority, The Car Connection and Green Car Reports. As for what's in the garage, Sean owns a 2016 Chevrolet SS, and yes, it has Holden badges.
Sean Szymkowski
It all started with Gran Turismo. From those early PlayStation days, Sean was drawn to anything with four wheels. Prior to joining the Roadshow team, he was a freelance contributor for Motor Authority, The Car Connection and Green Car Reports. As for what's in the garage, Sean owns a 2016 Chevrolet SS, and yes, it has Holden badges.

Article updated on August 31, 2020 at 7:16 AM PDT

Our Experts

sean-szymkowski-headshot
Written by 
Sean Szymkowski
CNET staff -- not advertisers, partners or business interests -- determine how we review the products and services we cover. If you buy through our links, we may get paid. Reviews ethics statement
sean-szymkowski-headshot
Sean Szymkowski
It all started with Gran Turismo. From those early PlayStation days, Sean was drawn to anything with four wheels. Prior to joining the Roadshow team, he was a freelance contributor for Motor Authority, The Car Connection and Green Car Reports. As for what's in the garage, Sean owns a 2016 Chevrolet SS, and yes, it has Holden badges.
Why You Can Trust CNET
174175176177178179180+
Experts Interviewed
030405060708091011121314+
Companies Reviewed
108109110111112113+
Products Reviewed