Participating in the largest automotive show in Europe, the IAA Mobility in Germany, Hyundai Mobis has put forth its strategy to conquer the European market, prominently highlighting its “electrification gambit”. A strong confidence stemming from a major battery systems contract secured with Europe’s significant automaker Volkswagen was evident at this global mobility event. There is growing acclaim that Hyundai Mobis’s electrification technology is beginning to resonate prominently within the European market.
On September 4, local time, Hyundai Mobis presented its European market strategy under the theme of “MOBIS MOBILITY MOVE 2.0” during the press day at IAA Mobility 2023 in Munich, Germany. The presentation outlined how Hyundai Mobis plans to target the European mobility market with three core solutions: battery systems, PE (Power Electric) systems, and next-generation chassis technology and connectivity.
Axel Mashuka, Vice President of Global Sales at Hyundai Mobis, emphasized the effectiveness of these core solutions amidst the massive tide of electrification in the European automotive market. He remarked, “This year’s contracts in Europe are expected to increase by more than double compared to last year,” adding, “We are aiming for an annual revenue growth of over 30% in the European market by 2030. “
Hyundai Mobis showcased the battery system (BSA) used in the Kia EV9, the Power Electric system, and the next-generation electrification platform, e-CCPM (Electric Complete Chassis Platform Module), highlighting its competitive edge in electrification at this exhibition.
During the media presentation, Hyundai Mobis also revealed that it is developing an 800V high-voltage battery system and third-generation PE system that are suitable for high-performance electric vehicles to enhance its electrification business competitiveness.
Hyundai Mobis’s solutions for the European market also include next-generation chassis technology and connectivity. The company plans to target the European mobility market with “X (Everything)-By Wire” and “5G-based V2X (Vehicle to Everything) integrated control” technologies. X-By Wire represents essential next-generation chassis technology needed for the trend of electrifying vehicles, transitioning from mechanical to electronic control for crucial functions such as steering and braking. This enhances design and spatial freedom in automotive engineering, establishing it as a key technology area for future mobility. Hyundai Mobis has secured core By Wire solutions, including Steer-By-Wire, Brake-By-Wire, and independent Rear Wheel Steering.
Hyundai Mobis has also initiated the development of 5G-based V2X integrated control technology, essential for Level 4 autonomous driving. This technology allows for real-time data exchange between the vehicle and external environments (other vehicles, intelligent traffic systems, etc.). It is a necessary technology for safe and smart mobility environments. Already possessing 5G communication module technology, Hyundai Mobis plans to launch a new telematics product that integrates V2X technology soon.
Hyundai Mobis emphasizes advanced mobility solutions within the European market because Europe is regarded as a “land of opportunities” in the high-tech sector. Securing contracts in the European market, which is home to many premium automakers that rigorously evaluate technology, reflects recognition of their technological differentiation. Indeed, Hyundai Mobis’s contract target for Europe this year is $1.29 billion — more than double last year’s performance. Given the recent upward trend in Hyundai Mobis’s European contracts, achieving this goal appears quite feasible. Earlier this year, the company also secured contracts for ADAS (Advanced Driver Assistance Systems) camera sensors and other electronic products targeted at major European brands.
Meanwhile, Hyundai Mobis set up a “Private Zone” for overseas clients during the exhibition, introducing 20 types of viable new technologies, including next-generation integrated cockpit systems (M.VICS 4.0), hologram AR-HUD, and rollable displays. Senior executives from major European automakers, including Volkswagen, BMW, and Daimler, reportedly visited this venue.
Lee Sang-jin daedusj@autodiary.kr