The billboard, which has been in place since 1923 and was the last remaining traditional billboard using cathode tubes (neons), has been updated to run on LED lights.
It is estimated to be seen by 56 million people every year.
Only 50 brands have featured on the billboard since it launched and it has been held by Sanyo since 1978.
It will feature Hyundai’s “New Thinking. New Possibilities” creative from today (27 September).
Tony Whitehorn, managing director, Hyundai UK says: “It is a rare opportunity for our brand to become part of the London landscape and to engage with millions of global consumers on a daily basis.”
He adds that it demonstrates how important the UK market is for Hyundai.
Hyundai has also taken billboard space in Times Square, New York and Hong Kong, and plans more city locations.
Facts about Piccadilly Circus billboard advertising:
• Perrier was the first brand to be illuminated in Piccadilly Circus in 1908
• The first neon sign was for Bovril in 1923
• Coca Cola has the longest continuous presence, since 1955