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Kostya Tszyu takes on the Tough New Santa Fe - (Australia)

July 25th, 2008



Hyundai’s enhanced Santa Fe family of SUVs is being launched with the help of Kostya Tszyu, the four-time undisputed super lightweight boxing champion of the world.

Kostya’s relationship with Hyundai products began in 1993; when a Sydney Hyundai Dealer became Kostya’s first ever sponsor providing him with two Hyundai cars. Fast forward 15 years and Kostya is once again involved with the Hyundai brand.

Like Kostya the new Santa Fe is tough and like Kostya the new Santa Fe is all about the family. “I’ve really enjoyed working with Hyundai”, he said.

In the advertisement, Kostya turns on the audio system, opens the Santa Fe’s “parent’s” conversation mirror (which allows the driver to keep a safe eye on what is happening in the back seats without taking their eyes off the road) and catches the his ‘tough’ kids testing the car’s interior out. Then to avoid a traffic jam, Kostya takes a short cut and the Santa Fe soft-roading.

“The Santa Fe has some really neat safety features and technology included,” said Kostya. “It’s also a great looking family car”. The advertisement shows the inherent family friendly features and safety of Santa Fe, whilst also demonstrating the medium SUV’s robust build integrity to meet all the demands the road and family throw at it.

Available with the choice of economical turbo Diesel or petrol engines, the ‘Built Family Tough’ Santa Fe is supported by Hyundai’s 5 year / unlimited kilometre warranty and 12 months Hyundai Premium Assist roadside support.

In June 2008, Kostya Tszyu was rated 18 in The Top-30 list compiled by Sweeney Sports research consultants - an outstanding achievement considering his last boxing match was in June 2005. The list compiled by Sweeney Sports research consultants is recognised as Australia’s definitive sports industry study.

In a few days, Kostya is off to the Beijing Olympics to watch and enjoy the events as a spectator. His sporting interests extend beyond boxing and Kostya is looking forward to supporting the football, basketball, athletics, volleyball, wrestling and gymnastics.

Like his boxing matches and many sporting activities, Kostya observed that the making of the Santa Fe T.V. commercial was a tremendous team event. “Everyone had to work to make the whole thing a success”, he said. “I’ve seen the development and progress of Hyundai in the last 15 years”.

Kostya also spends much of his time in Russia working on a number of projects, including making fitness DVDs for everyday people to use. Last year, the “Fighting Fit” DVD and book were launched in Australia.

The Santa Fe “Built Family Tough” campaign will be a knock out when it goes to air from Monday 28th July.

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