[CES 2024] "Mobility Participants Decrease, but Hyundai Motor Group Will Stand Out the Most"

Automotive News Forecasts
'UAM' Supernal's "Most Spectacular Debut"

On the 9th (local time), Hyundai Motor Group is participating in the world's largest home appliance and IT exhibition, 'CES 2024,' held in Las Vegas, USA, with the largest scale ever, attracting significant attention from local media.

Hyundai Motor Company, Supernal, Kia 'CES 2024' Exhibition Themes
[Photo by Hyundai Motor Group]

Although the mobility exhibition scale has shrunk compared to previous years due to the absence of the US 'Big 3' automakers, Hyundai Motor Group plans to showcase a large-scale exhibition featuring its key affiliates such as Supernal. The main Hyundai Motor Group affiliates participating in CES 2024 are Hyundai Motor, Kia, Hyundai Mobis, Supernal, and Zero1, with the exhibition space they are preparing matching the size of a soccer field. This is the first time in five years since 2019 that Hyundai Motor and Kia are participating simultaneously at CES.

On the 7th, the US automotive magazine Automotive News published an article titled "Hyundai Motor Group stands out in the shrinking automotive sector at CES," stating, "The group is in the most spotlighted position among the approximately 300 mobility companies participating in this CES," and analyzed that "this global brand is going to soar at the exhibition with the largest scale ever."

The media introduced that Hyundai Motor Group will focus on highlighting its development in the mobility sector at this year's event, showing the greatest interest in the group's US urban air mobility (UAM) subsidiary, Supernal.

Automotive News stated, "Supernal plans to unveil a prototype of its electric vertical takeoff and landing (eVTOL) aircraft and exhibit a vertiport (vertical takeoff and landing pad) outside the Las Vegas Convention Center (LVCC)," and predicted, "Supernal's efforts will mark the most spectacular debut in the mobility technology field."

It also added, "Hyundai Motor Group plans to share technologies such as hydrogen fuel cells and software-defined vehicles (SDV)," noting, "These plans are drawing admiration from Korean companies expected to have a strong presence at this year's CES."

This year, the US 'Big 3' automakers?Ford, General Motors (GM), and Stellantis?are absent due to strikes by the United Auto Workers (UAW). Toyota, the world's number one automaker and a key player at CES for the past decade, is also not participating.

The media evaluated that considering CES had earned the nickname "Las Vegas Motor Show" by introducing new mobility-related technologies every year, this year's CES is very unusual. However, it added that if factors such as strikes preventing participation disappear, CES will regain its former prestige.

Besides Hyundai Motor Group, Automotive News pointed to Japanese Honda, German Mercedes-Benz, and automotive software supplier Qualcomm as companies to watch in the mobility sector.

Honda plans to launch 30 electric vehicles by 2030. At this CES, it plans to unveil an "all-new" electric vehicle series. Additionally, its joint venture brand with Sony, Apella, will showcase the latest vehicle prototypes and user experiences.

Mercedes-Benz will exhibit the electric concept model CLA Class, first introduced at 'IAA Mobility 2023' last September, and present a new platform for small and mid-sized electric vehicles along with an operating system based on new software such as infotainment.

Hyundai Motor Group plans to send nearly 1,000 group executives and employees, including researchers, as part of its CES delegation. Through the media day on the 8th and the exhibition running from the 9th to the 12th, it will present a human-centered future blueprint under the theme of 'Great Transition to Hydrogen and Software.'

Regarding hydrogen energy, the group will propose comprehensive solutions to accelerate the transition to a hydrogen society and showcase the group's hydrogen demonstration technologies and ongoing projects at the exhibition. Concerning the software transition, the software affiliate FortyTwoDot will also participate, revealing the direction of the software-defined vehicle (SDV) under development at the Hyundai booth, along with demonstration software and AI technologies.

During CES, Hyundai Motor will exhibit three future mobility models integrating hydrogen energy, software, and robotics technologies for visitors, as well as Stretch, a logistics loading and unloading robot from Boston Dynamics, a robotics company within the group.

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