[CES 2024] "Hydrogen Ecosystem Popularization" Hyundai Motor Leads Innovation in Human Life

Hydrogen Value Chain Brand Expansion
Production, Storage, and Distribution Solutions Established
Consumption to Reach 3 Million Tons by 2030
Hydrogen Packages for Drones and Ships
Software Development Kit Shared

"All technological advancements by Hyundai Motor Company are aimed at enriching human life. We will accelerate the realization of a hydrogen society so that clean hydrogen can be utilized everywhere."

Jang Jae-hoon, President of Hyundai Motor Company, emphasized this on the 8th (local time) at the CES 2024 media conference held at the Mandalay Bay Convention Center in Las Vegas, USA. At the event, Hyundai explained the hydrogen energy ecosystem that can realize 'human-centered life innovation,' as well as the major transformation based on software (SW) and artificial intelligence (AI).

Hyundai Motor Company held a media day on the 8th (local time) at the Mandalay Bay Convention Center in Las Vegas, USA, during CES 2024, under the theme "Great Transition to Hydrogen and Software: Ease every way," unveiling its future vision. The photo shows Kim Chang-hwan, Executive Vice President of Hyundai Motor Company (second from the left), Pat Wilson, Secretary of the Georgia Department of Economic Development, and Jang Jae-hoon, President of Hyundai Motor Company, presenting on hydrogen-related cooperation plans. [Image source=Yonhap News]

The venue was filled with about 500 people curious about Hyundai's vision for a major transformation leading global mobility changes. Industry professionals of various nationalities gathered, and conversations in English, Japanese, and Korean continued nonstop. On the large screen inside the venue, questions that Hyundai must ask and solve were displayed, such as "How will software innovation change our driving experience?" and "How will clean hydrogen change the way we think about energy?"

This year's media event was conducted in a dialogue format. Previously, speakers delivered content about innovative technologies unilaterally, but from this year, a Q&A style was adopted to explain specific strategies more deeply. Starting with a dialogue between Jose Munoz, Hyundai Motor's Global Chief Operating Officer (COO), and the moderator, the event continued with President Jang's explanation of comprehensive hydrogen solutions and Song Chang-hyun, CEO of FortyTwoDot and Head of Hyundai Motor's SDV Division, introducing the software-defined vehicle (SDV) strategy. Additionally, Pat Wilson, Secretary of the Georgia Department of Economic Development, made a surprise appearance on stage. Secretary Wilson promised cooperation with Hyundai Motor Group to expand the hydrogen ecosystem, including building hydrogen infrastructure in Georgia.

Jang Jae-hoon, President of Hyundai Motor Company (center in the photo), is conducting a dialogue at the CES 2024 Hyundai Motor Media Conference.
[Photo by Woo Su-yeon]

Hyundai Reveals Hydrogen Ecosystem Solutions... Responsible for Production, Storage, and Distribution

At this year's CES, Hyundai expanded its existing hydrogen fuel cell brand 'HTWO' into Hyundai Motor Group's hydrogen value chain business brand. Regarding the 'HTWO Grid Solution' that will accelerate the transition to a hydrogen society, Hyundai is developing new water electrolysis hydrogen production technology to drastically reduce hydrogen production costs.

Hyundai is developing megawatt-class polymer electrolyte membrane (PEM) water electrolysis technology with the goal of mass production within a few years. The currently used alkaline water electrolysis method is the earliest developed technology, so it is mature and relatively inexpensive, but it is somewhat less efficient in terms of response speed, hydrogen purity, and current density.

The PEM water electrolysis technology Hyundai is developing produces hydrogen with high purity extracted from water, has high current density and energy efficiency, allowing the devices to be made smaller. However, it requires the use of precious metal catalysts, which makes it expensive. Nevertheless, Hyundai plans to secure price competitiveness by sharing fuel cell parts and production infrastructure even in the PEM water electrolysis method.

Hyundai also unveiled resource-circulating hydrogen production technology that produces hydrogen from household waste. Various methods have been devised, such as refining methane generated from organic waste like food waste to create biogas and then converting it to hydrogen, or melting waste plastic into liquid to produce synthesis gas and then refining it to produce hydrogen.

Furthermore, Hyundai is focusing on developing hydrogen storage, transportation, and utilization technologies. They plan to provide hydrogen mobility solution packages related to all hydrogen energy uses, from urban street energy sources to flying drones and sea vessels. The successor model to the passenger hydrogen fuel cell vehicle Nexo will be released in 2025. Through this, Hyundai Motor Group aims to increase annual hydrogen consumption from 13,000 tons last year to about 3 million tons by 2030.

Hyundai Creates Smart SDVs with AI... Easier Vehicle Management for Rental Companies

Another direction Hyundai presented at this year's CES for human progress is the transition to SDVs. On this day, Song announced the group's mid- to long-term strategy for software-centered transformation called 'SDx (software-defined everything).'

Recently, automobile development has focused more on user convenience than driving performance. Consumers now want cars that can drive themselves, diagnose problems, and solve them, not just cars that run well.

To this end, Hyundai completely changed its development system by separating hardware (HW) and vehicle software (SW) development. With HW and SW development separated, not only SD but also fleet (corporate, rental, used car companies) business solutions can be strengthened. For example, rental companies need to diagnose and repair many cars at once, but in the SDV era, they will be able to view numerous rental car data in real time at a glance. If a traffic accident occurs, they can contact the urban traffic control center, share the latest data, and expedite accident handling.

Song Chang-hyun (right in the photo), CEO of FortyTwoDot and Head of Hyundai Motor SDV Division (President), is presenting Hyundai Motor Group's SDV strategy at CES 2024.
[Photo by Woo Su-yeon]

Moreover, if AI capable of processing large volumes of data in real time is installed, the scope of SDV utilization will be much broader. Using 'AI machines' that learn autonomously, vehicles will be able to drive based not only on data input by humans but also on data collected by the vehicles themselves. This means the vehicle will not just follow routes input by the driver but will find, suggest, and even drive the optimal route on its own.

Additionally, Hyundai will share a 'software development kit' so that external developers can create vehicle applications (apps) implemented in Hyundai SDVs. Just as smartphone app stores allow downloading various apps such as photo editing, music streaming, and social networking services (SNS) for use on smartphones, this will provide developers with a platform to develop various apps for SDVs. Song said, "The core of SDx is user-centered implementation," and added, "Throughout all processes of promoting the SDx vision, our top priorities since our founding?'safety' and 'convenience'?will remain unchanged."

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