Innovation quite literally took the wheel in Pinetown today as Hyundai Pinetown and METRO FM turned an everyday commute into a national broadcasting milestone. In a first-of-its-kind feat for South African radio, presenters delivered a seamless live outside broadcast from inside a moving all-new Hyundai SANTA FE, proving that modern mobility is no longer just about getting from one place to another, but about what can be created along the journey.
The broadcast, carried live in collaboration with METRO FM, South Africa’s largest commercial radio station, unfolded without interruption as the vehicle moved through real-world traffic conditions. What could have been a technical challenge became a polished demonstration of connectivity, stability, and in-vehicle comfort, with the SANTA FE acting as both studio and stage.
For Hyundai Pinetown, the moment was more than a media activation. It was a statement of intent from a dealership that has repeatedly pushed beyond conventional retail boundaries. Known for its record-breaking performance, including the sale of 300 vehicles in a single month, the dealership has also earned rare global recognition as the only Hyundai Automotive South Africa dealer to receive the Global Top 100 Dealers of the Year Award from Hyundai Motor Company President and CEO José Muñoz.
Dealer Principal Sidney Francis described the broadcast as a defining moment in the dealership’s innovation journey. “Today we witnessed innovation in motion,” he said. “Hyundai is a brand that is constantly looking for new ways to demonstrate what modern mobility can achieve and today’s broadcast shows how seamlessly technology and driving experiences can integrate in real time.”
From a broadcasting perspective, METRO FM saw the activation as a powerful storytelling opportunity that merged lifestyle, mobility, and entertainment into a single live experience. Business Manager Kina Nhlengethwa noted that the journey itself became part of the content. “We authentically showcased the experience of being driven in a quality, reliable and stylish Hyundai vehicle. The journey formed part of METRO FM storytelling and listener engagement, culminating in the broadcast being stationed at Hyundai Pinetown,” she said.
Hyundai Automotive South Africa echoed this sentiment, framing the initiative as part of a broader shift toward experiential mobility. Group Head of Corporate Communications Zweli Mnisi emphasised the significance of the collaboration at scale. “By partnering with METRO FM, we have showcased not only the capability of Hyundai vehicles but also the limitless possibilities of integrated mobility solutions. To be able to reach four million METRO FM listeners in such an innovative way is a proud moment for the Hyundai brand,” he said.
Beyond the novelty of broadcasting from a moving vehicle, the initiative signals a deeper evolution in how automotive capability is demonstrated and experienced. It points toward a future where vehicles are not just platforms for transport, but dynamic environments for communication, creativity, and connection.
With this breakthrough, Hyundai Pinetown once again positions itself at the forefront of automotive innovation, turning the road itself into a broadcast studio and redefining what it means to stay connected on the move.
