Imagined to be bold.

Taking a ride through the imagination of a Hyundai engineer to launch the all new KONA.

Innovation doesn’t just happen. It takes bold thinking to imagine the future of mobility. So what better way to launch the all-new KONA than a trip down an assembly line of a different kind. Welcome to the assembly line of the mind. We uncovered the real innovation stories of Hyundai engineers and reassembled them to show how the kernel of an idea evolved into one of the boldest SUVs on the market.