Visitors to Tate Modern are used to wrestling with tricky names. Does Paul Klee rhyme with plea or play? Now there is a new challenge. Korean car giant Hyundai is to sponsor the gallery's Turbine Hall from 2015 for the next 11 years, exposing modern art fans to one of the most mispronounced company names in the world. In its own marketing, the firm has riffed on people's phonetic confusion. During the Super Bowl a few years ago, it ran an advert that imagined angry executives at BMW and Lexus screaming the name Hyundai in ever increasing volume. A voiceover signed off: "Win one little award and suddenly everyone gets your name right. It's Hyundai, just like Sunday."