Hyundai Motor and Kia to counter China’s offensive with hydrogen cars and physical AI
As the global auto landscape changes due to the expansion of electric vehicle supply by Chinese automakers and restructuring by German companies, Hyundai Motor and Kia are under pressure in the domestic market. The two companies said they will strengthen investment in hydrogen vehicles and in “physical AI” applied to factories and products.
As the electric vehicle offensive by Chinese automakers and restructuring by German companies coincide, the competitive landscape in the global auto market is changing rapidly. The article pointed out that, as a result, Hyundai Motor and Kia are facing direct pressure as their home market is being rapidly encroached upon.
As a response strategy, the two companies presented expansion in the hydrogen vehicle sector. Hydrogen vehicles are based on fuel cells, unlike electric vehicles, and aim to compete in long-range and commercial vehicles.
They also said they will increase investment in “physical AI” applied to factories and products. Physical AI refers to artificial intelligence technology that allows robots and equipment to make their own judgments and act in physical environments.
Hyundai and Kia said they will maintain their existing electric vehicle businesses while presenting hydrogen and physical AI as key defensive measures. The article did not mention any specific investment scale or schedule.
It was repeatedly emphasized that the expansion of electric vehicle supply from China and the United States is affecting not only domestic sales but also export competition. Related details and each company’s response will need to be confirmed later through disclosures and earnings announcements.
Sources: 매일경제 경제
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