Hyundai Motor Hit Directly by China’s Electric Vehicle Offensive… Fights Back with Hydrogen Vehicles and Physical AI
Hyundai Motor and Kia have come under the influence of the offensive by Chinese automakers and restructuring by German companies. The two companies announced that they would respond by expanding hydrogen vehicles and applying “Physical AI” technology to vehicles.
The global automotive market is changing rapidly due to the offensive by Chinese automakers. As expanding electric vehicle supply from the United States and China penetrates even the domestic market, Hyundai Motor and Kia have also come under its influence.
Restructuring moves by German automakers have also been identified as a factor reshaping the market. As a result, the competitive landscape among automakers has become even more uncertain.
Hyundai Motor and Kia presented plans to expand hydrogen fuel-cell vehicles as a response strategy. The companies said they would increase investment related to the supply of hydrogen vehicles.
The two companies also unveiled plans to apply “physical AI” technology to vehicles. The companies explained that physical AI is a technology combining vehicle driving and physical movements.
The companies said they would focus on replacing internal combustion engines and securing differentiated technologies even as competition in the electric vehicle market intensifies. They announced that specific investment amounts and schedules would be disclosed later.
This announcement shows that they intend to respond on two fronts: their product portfolios and technology strategies. Details will become clear in future quarterly results and product launch schedules.
Sources: 매일경제 경제
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