Hyundai Mobis First Participation in Detroit Motor Bella "Demonstrating Future Car Technology"

Participating in Detroit Motor Bella in the US from the 21st
Tech Day Held to Demonstrate New Autonomous Driving Technologies

Hyundai Mobis has launched aggressive order-taking activities in the global automotive market, participating in the North American Motor Bella following the European IAA Mobility. A view of the Hyundai Mobis exhibition hall at the IAA Mobility motor show held earlier this month in Munich, Germany. (Photo by Hyundai Mobis)

[Asia Economy Reporter Changhwan Lee] Hyundai Mobis is launching an aggressive market expansion along with promoting future car technologies in the North American automotive market.

Hyundai Mobis announced on the 14th that it will participate for the first time in Motor Bella, held in Detroit, the heart of the North American automotive industry, on the 21st, aiming to expand orders for new technologies from North American automakers.

This is Hyundai Mobis's first participation in a North American motor show. Following its debut at the German motor show 'IAA Mobility' earlier this month, the company has expanded its participation in automotive exhibitions from Europe to the North American region.

Motor Bella is an event held in place of the Detroit Motor Show (NAIAS), one of the world's four major motor shows.

Due to difficulties in operating large indoor exhibition facilities amid the COVID-19 situation, Motor Bella, an experiential event held on an outdoor circuit, has replaced the traditional show. Motor Bella will be held from the 21st to the 26th at the M1 Central Square in Pontiac near Detroit.

Detroit, where Motor Bella is held, is symbolic of the North American automotive industry, as it houses the headquarters and key bases of the Big Three, the representative American automakers.

As Motor Bella has been officially elevated to replace the Detroit Motor Show, it is expected to attract significant attention from North American automakers post-COVID-19. After a series of shutdowns last year, North American automakers are expected to announce full-scale new car launches starting with Motor Bella.

During the exhibition, Hyundai Mobis will hold 'Mobis Tech Day' centered on its North American subsidiary, the recently formed Key Account Management (KAM) sales organization, and the North American research center. This event will invite customers to demonstrate Hyundai Mobis's new technologies in autonomous driving, electrification, and infotainment.

At Motor Bella, Hyundai Mobis plans to emphasize the advanced driver assistance system (ADAS) technology equipped on the GV80, which has received positive responses from North American consumers.

It will also showcase autonomous driving technologies specialized for North American customers, such as the Driver Monitoring System (DSM), Driver State Warning (DSW), and Head-Up Display (HUD), developed by the North American research center.

Additionally, a kiosk will be installed to introduce a total of 24 technologies including infotainment, electrification, chassis, and lamps to customers and visitors. Hyundai Mobis will present its diverse product portfolio ranging from key automotive components to electrification parts.

This content was produced with the assistance of AI translation services.