[Lovely PRank for dog lovers]
Hyundai Motor Company is ranked sixth globally among automobile brands but is not recognized as a pet-friendly brand. On April Fool’s Day, Hyundai unveiled Dogbility, fulfilling
the dream of a "car exclusively for dogs" that many pet owners have fantasized about. While the fake vehicle launch was
an April Fool's stunt, the Dogbility campaign sparked a significant response among pet owners. Within hours of its release,
the campaign had explosive PR effects, such as heightening brand awareness, mentions, and purchase intentions among approximately 2.6 billion pet owners worldwide, who are emerging as crucial market consumers.

Hyundai's motivation behind Dogbility stems from the global trend of the 'rise of pet ownership', particularly accelerating
in Korea. In a country with the world's lowest birth rate, the pet owner population is significant, with pet stroller sales even surpassing those of baby strollers. Remarkably, 80% of drivers who own pets travel with them, making pet owners, comprising half of the population, the key consumers in the future mobility market. With the launch of Dogbility, Hyundai allowed consumers to experience firsthand their innovative automobile technology tailored to pets. This initiative strategically positions Hyundai
as the foremost pet-friendly mobility company.