The first such pitch will be for the September launch of the company's SD hot-hatch. VCCP, the car manufacturer's UK agency, will be invited to pitch against shops from its major European markets, including Spain and Germany.
The strategy has recently become popular with other car manufacturers, including Toyota, which asks Clemmow Hornby Inge and Saatchi & Saatchi to pitch for every project. It has now been adopted by Hyundai, as it bids to make its advertising more European in style.
Last year, Hyundai used the same strategy for its sister brand Kia and the launch of its Sedonda MPV and Sorrento 4x4 models. The company's Greek agency Breakfast eventually won the pitch.
The SD model will be Hyundai's first in the hot-hatch category, and will be similar in performance to the Volkswagen Golf.
The company hopes the launch of the marque will play a key role in giving the brand a more upmarket positioning.