Hyundai Motor Group is participating in the Consumer Electronics Show (CES 2024) on an unprecedented scale, showcasing its future vision encompassing all aspects of the group’s business.
The group will present a large-scale exhibition reflecting its key mobility sectors such as hydrogen, software, and Purpose Built Vehicles (PBVs), along with new businesses represented by Advanced Air Mobility (AAM), highlighting the diverse future prospects Hyundai Motor Group envisions.
From January 9 (Tuesday) to January 12 (Friday), CES 2024 will be held in Las Vegas, and the group will exhibit on an unprecedented scale, featuring five entities: Hyundai Motor Company, Kia, Hyundai Mobis, Supernal, and ZER01NE.
This marks the largest exhibition since Hyundai Motor Group first participated in CES in 2009, with Hyundai and Kia making a collective appearance at CES for the first time in five years since 2019.
The total exhibition space prepared by Hyundai Motor Group for CES 2024 is 6,437 square meters, comparable to the size of a FIFA international soccer field (6,400–8,250 square meters). The significance of this large-scale participation is further enhanced by the cooperation of various subsidiaries in completing the main exhibitions and displays.
Hyundai Motor Group will send nearly 1,000 employees, including those from research institutes, as a delegation to CES to vividly share the group’s vision internally, while also exploring innovative technologies like artificial intelligence (AI) and mobility showcased by major global companies to identify new growth engines.
On January 8 (Monday), Hyundai will present a human-centered future vision themed “Transition to Hydrogen and Software: Ease every way” during the ‘Hyundai CES Media Day’ at the Mandalay Bay Convention Center in Las Vegas and at the CES 2024 exhibition booth from January 9 to 12 at the Las Vegas Convention Center. They will specifically discuss the transformation toward ‘hydrogen energy’ and ‘software’ aimed at enhancing comfort in everyday moments.
Regarding hydrogen energy, Hyundai plans to propose a “comprehensive hydrogen solution” designed to accelerate the transition to a hydrogen society, showcasing its hydrogen demonstration technologies and ongoing projects at the exhibition. This comprehensive solution encompasses the production, transportation, storage, and utilization of hydrogen, with efforts concentrated by not only Hyundai but also key affiliates such as Hyundai Construction, Hyundai Engineering, Hyundai Rotem, Hyundai Glovis, and Hyundai Steel.
In relation to the “Transition to Software,” Hyundai will introduce the group’s software strategy and future changes aimed at building an optimized ecosystem connecting people, mobility, data, and cities based on software and AI, transcending mere mobility innovation.
Also, Hyundai’s global software center, 42dot, will showcase the direction and developmental software and AI technologies of its ‘Software-Defined Vehicle (SDV)’ at the Hyundai booth.
Additionally, Hyundai plans to captivate visitors at its booth by exhibiting three futuristic mobility models integrating hydrogen energy, software, and robotics technologies, along with Stretch, the logistics robot from its affiliate Boston Dynamics, which will demonstrate its autonomous robotics capabilities by transporting boxes placed on the floor.
Hyundai will broadcast key announcements from CES 2024, including the ‘Hyundai CES Media Day’, live through its global YouTube channel, sharing the innovative technology and vision of Hyundai with a wider audience.
Kia is participating in CES for the first time since its brand relaunch in 2021, which included a major logo change and an overhaul of the company. It marks Kia’s return to CES after five years since 2019. Kia will present its PBV vision themed “Mobility for All that Prepared Kia can Show” during the media day event and exhibition. Kia will also live-stream key announcements via its global YouTube channel.
Through CES 2024, Kia will redefine the concept of PBV as ‘Platform Beyond Vehicle’, introducing customer-focused total mobility solutions. In connection with Hyundai Motor Group’s ‘Software-Defined Vehicle’ strategy, it plans to unveil a concept model for PBV based on SDV. Notably, they will introduce three types of PBV lineups for the first time, including three medium PBV concept vehicles, a large PBV concept, and a small PBV concept.
Additionally, Kia will showcase technologies such as ‘Easy Swap’, a technique allowing vehicles previously used for ride-hailing services to be converted into dedicated delivery mobility, and ‘Dynamic Hybrid’, which enables the assembly of various vehicle body sizes for low-volume production based on customer demand.
Kia also plans to establish a separate outdoor exhibition booth at the LVCC Central Plaza, where it will display its EV lineup, including the EV3 concept, EV4 concept, EV6, and EV9, welcoming visitors.
Hyundai Mobis will showcase 20 applicable mobility technologies with high value-added advanced features, including the ‘Innovative Display’ series and ‘high-power ICCU (Integrated Charging Control Unit)’ and other core technologies for future mobility. Hyundai Mobis aims to catch the attention of global buyers by establishing a dedicated customer space at the CES 2024 venue in Las Vegas.
Supernal, Hyundai Motor Group’s Urban Air Mobility (UAM) subsidiary in the U.S., will present the direction of building an AAM ecosystem. They will unveil a new design for the UAM vehicle being developed for commercialization by 2028 and display a full-size model. Notably, Supernal plans to create a separate exhibition space resembling a UAM terminal, or ‘Verti-port’, outside the Las Vegas Convention Center to provide visitors with a simulated experience of using UAM.
Hyundai Motor Group’s open innovation platform, ZER01NE, will participate in CES for the second consecutive year. ZER01NE will operate an open booth in the startup exhibition area Eureka Park at the Venetian Expo, considering accessibility for visitors, with 11 collaborating startups setting up individual booths within. ZER01NE plans to introduce its open innovation activities while laying the groundwork for global expansion for collaborating startups by helping them establish local networks, expand collaboration bases, and create investment opportunities.
Lee Sang-jin daedusj@autodiary.kr