In order to achieve this feat, Hyundai used 11 Genesis sedans which had to be driven in synchrony for it to be able to carve the giant letters. According to Guinness World Record, the entire tire track image measures 59,808,480.26 ft2 and was carved at the Delamar Dry Lake in Nevada. The feat was achieved on Jan. 18.
Hyundai started the project in order to help a girl 13-year-old girl from Houston named Stephanie to send a message to her father who is working as an astronaut on the International Space Station. The message was carved in such a way that it clearly resemble the girl's handwriting.
The drivers who participated in achieving the feat used satellite navigation to help them properly carve the letters. The drivers has to perfectly synchronize their driving in order to avoid car collision since the cars are driven just inches from each other.
Hyundai's head of overseas marketing Scott Noh said that the record setting project came from the company's philosophy of caring for their customers and the idea of connecting people regardless of distance. Noh added that the team took a month and a half to complete the feat.
When asked about the main message behind the project, Noh said "We aimed to demonstrate our vision of being 'a lifetime partner in automobiles and beyond' to customers in a way that they could intuitively understand."
According to Advertising Age, video documentation of the entire project was posted on YouTube and has already garnered more than 30 million views.