Hyundai launches Hope On Wheels

Hyundai Auto Canada and its 226 dealers across the country are driving Hope On Wheels to support pediatric cancer patients and survivors.

“Children are the future, and they deserve every opportunity to grow, play and learn in a world free of pediatric cancer,” says Steve Flamand, executive director of sales and digital strategy at Hyundai Canada.

“Despite advancements in research, cancer remains the second most common cause of death among Canadian children aged one to 14. Each year, approximately 1,000 children are diagnosed with the disease and tragically, one in six will not survive. Through Hyundai Hope On Wheels, we aim to drive innovative research and discoveries to improve survival rates, in partnership with our dealer network.”

Hyundai Auto Canada, established in 1983 and headquartered in Markham, was the first subsidiary of Hyundai Motor Company outside of Korea. It’s in the final stages of registering Hyundai Hope On Wheels as a federal non-profit entity. Each year, the non-profit organization will distribute research and support grants to institutions and organizations across Canada focused on improving outcomes and treatments for children diagnosed with cancer, with more than $4 million to be donated this year.

Hyundai Hope On Wheels was established by Hyundai Motor America in 1998 and has grown to be one of the leading funders of pediatric cancer research in the U.S., Hyundai reports. Its establishment as a separate charitable entity within Canada will be the first of the initiative’s global expansion.

With the inception of Hyundai Hope on Wheels in Canada, as of January 1, 2025 every new vehicle sale contributes to Hyundai Hope on Wheels. “Research for pediatric cancer remains drastically underfunded in Canada,” says Rein Knol, president of the Hyundai Canada National Dealer Council.

“On behalf of Hyundai Canada’s dealer network, we’re proud that this has become a keystone commitment for Hyundai Canada and of our role in supporting it. With every new vehicle sale contributing to the cause, we know our customers will feel even better when they drive off the lot in their new Hyundai.”

Photo of a SickKids ambassador during the handprint ceremony courtesy of CNW Group/Hyundai Auto Canada Corp.