Hyundai

GUADALAJARA, México — While Mexico defeated South Korea at Guadalajara Stadium on Thursday in front of an elated crowd, protesters outside expressed a very different view of the World Cup’s impact on the city.

Community leaders, climate advocates and workers took to the streets to protest what they describe as “greenwashing through sports” by one of the official sponsors of the World Cup amid allegations of irregularities in its supply chain.

The protest organizers argue that Hyundai-Kia should hold its supplier, Ternium, accountable and issue it a “red card.” Protesters accuse Ternium of human rights violations, including alleged links to the disappearance of two environmental activists.

The demonstrations began with a rally at 5 p.m. in Plaza de la Liberación. Participants sought to draw attention to cases of missing persons in Guadalajara, stating they went missing after protesting Ternium’s iron ore mining activities.

Mariachis hold posters commemorating the disappearance of two environmental activists in Guadalajara: Ricardo Lagunes Gasca, a lawyer and human rights defender, and Antonio Díaz Valencia, a Nahua community leader and activist.

(Courtesy of Fair Steel Coalition)

A 2025 report by the environmental group Mighty Earth criticized Hyundai’s involvement in what it described as a “dirty steel supply chain,” as the South Korean automaker is one of Ternium’s main buyers of iron ore for use in steel production. Ternium has been the target of repeated criticism from activist groups for its alleged destructive environmental impact and corporate governance policies, as well as for the disappearance of activists Ricardo Lagunes Gasca and Antonio Díaz Valencia, which occurred three years ago in Mexico.

Ternium did not respond to the protesters’ allegations, while Hyundai did so in a statement.

“At Hyundai, we are committed to requiring our suppliers to meet the highest standards, and we enforce a strict Supplier Code of Conduct. Both we and our subsidiaries continue to conduct ongoing training, audits, and due diligence processes throughout the supply chain to identify and address potential issues across all our global operations,” said Michael Stewart, Hyundai’s director of communications.

Protesters carried signs bearing the names and photographs of environmentalists who disappeared.

More than 130,000 people have disappeared in Mexico in the past 20 years, according to the National Registry of Missing and Unlocated Persons. The kidnappings have been linked to run-ins with drug cartels and corrupt government officials, while there have also been cases involving young women who worked at the country’s many factories.

Protesters hold up signs featuring images of missing environmental activists ahead of Mexico’s World Cup match in Guadalajara.

(Fair Steel Coalition)

“[Hyundai] is trying to clean up its image through its sponsorship of the World Cup. But the facts are clear: Hyundai is linked to human rights and environmental abuses in Mexico, Brazil, the United States and other countries. By partnering with steel suppliers like Ternium, its slogan of ‘doing the right thing for humanity’ loses credibility,” said Diana Figueroa, a representative of the Fair Steel Coalition, one of the organizers of Thursday’s protests. She said the disappearance of a half dozen environmental activists in southern Mexico and deadly air pollution in Rio de Janeiro and Monterrey are attributed to Ternium.

The group plans to stage more protests throughout the World Cup.

On July 5, a symbolic soccer match and a concert will be held in Monterrey’s Fundidora Park to protest Ternium as one of the city’s most polluting companies.

On July 9, ahead of a World Cup quarterfinal match in Los Angeles, protests will focus on alleged human rights and labor rights violations in Hyundai’s supply chain, including reports of child labor, labor trafficking and documented prison labor.

Protesters also questioned Hyundai’s use of robots at World Cup venues and the tournament’s impact on local workers, including allegations of labor exploitation and rising housing costs in host cities. The organizations Public Citizen and Jobs to Move America demanded transparency from Hyundai regarding the type of data collected by the robots at World Cup stadiums.

Hyundai, in response to the allegations of data collection, said in a statement that it is focusing on the “Next Starts Now” campaign, in which it is “using mobility, robotics, technology, and engagement programs to connect people with the excitement of the event.”

June 15 (UPI) — South Korea’s Hyundai Rotem said Monday that the company is showcasing its AI-powered anti-drone technologies at Eurosatory 2026, a defense fair that takes place in Paris this week.

The affiliate of Hyundai Motor Group noted that it has publicly unveiled the system designed to counter unmanned aircraft, including drones, for the first time.

The solution aims to protect troops and military assets from drone attacks by combining AI-driven threat detection and automated response functions, according to Hyundai Rotem.

The firm said that the platform can assess a wide range of battlefield scenarios in real time, analyzing various factors such as the type, distance and altitude of incoming threats to determine the most effective countermeasures.

Built around an unmanned turret platform, the multi-layered defense solution integrates both soft-kill and hard-kill capabilities, Hyundai Rotem said.

The growing importance of such technologies has been recognized by recent conflicts, including the wars in Ukraine and Iran.

Hyundai Rotem is also displaying an export-oriented version of its K2 main battle tank at the exhibition. It has emerged as one of South Korea’s most successful defense exports, as Poland purchased hundreds of the tanks over the past few years.

“By strengthening our capabilities in AI-based protection solutions, including multi-layered defense systems, we will further diversify our business portfolio and enhance our presence in the global market,” Hyundai Rotem said in a statement.

“We will continue to advance key protection and unmanned technologies geared toward preserving human lives, reinforcing our leadership and competitive edge in the defense industry,” it added.

The share price of Hyundai Rotem rose 2.16% on the Seoul bourse on Monday, while the benchmark KOSPI jumped 5.2%.

May 29 (Asia Today) — Hyundai Motor Group released a new campaign linking advanced robotics and soccer, highlighting its physical artificial intelligence technology ahead of the World Cup.

Hyundai Motor Group said Friday it released its “School of Football” campaign video, which shows Atlas, a humanoid robot developed by Boston Dynamics, learning and improving through soccer movements.

The campaign is part of Hyundai Motor’s World Cup campaign, “Next Starts Now,” which is rooted in the company’s vision of “Progress for Humanity.”

The video series consists of five parts, including a launch film featuring Atlas and training scenes showing the robot practicing various soccer movements.

The launch film follows Atlas as it becomes interested in soccer after observing the emotions, energy and dynamic movements of players.

The training videos show Atlas gradually learning basic soccer skills such as footwork, passing and shooting, as well as more advanced techniques including crossed-leg shots and crosses.

Hyundai Motor said it plans to release a making-of film June 4 featuring interviews with Boston Dynamics officials who led Atlas’ training during preparations for the campaign.

“The campaign is meaningful because it presents the future of robotics through soccer in an engaging and human-centered way as part of Hyundai Motor’s World Cup campaign,” said Jee Sung-won, executive vice president and head of Hyundai Motor’s brand marketing division. “We plan to continue creating diverse brand experiences using mobility and robotics.”

— Reported by Asia Today; translated by UPI

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Original Korean report: https://www.asiatoday.co.kr/kn/view.php?key=20260529010008721

May 26 (Asia Today) — Hyundai Motor Company and Kia are accelerating efforts to secure the No. 2 position in the U.S. hybrid vehicle market as demand for gasoline-electric models continues to rise.

The South Korean automakers are expanding local hybrid production in the United States to reduce tariff costs and increase utilization at Hyundai Motor Group Metaplant America, or HMGMA, in Georgia.

The U.S. auto market has seen growing consumer demand for hybrids since the expiration of federal electric vehicle tax credits in September 2025.

Hybrid vehicle penetration in the United States rose from 10.1% in 2024 to 13.7% in the first quarter of this year, while electric vehicle penetration fell from 7.9% to 5.6%, according to industry data.

Data from Kiwoom Securities and EV-Volumes showed Hyundai Motor’s share of the U.S. hybrid market reached 10.9% in the January-March period, up from 8.0% in 2024.

Kia’s share rose to 7.9% from 4.2% two years earlier.

Combined hybrid sales by the two companies totaled 97,627 vehicles in the first quarter, a 53.2% increase from a year earlier.

Industry analysts said demand for hybrids could continue to grow in the second half of the year if high fuel prices persist.

Unlike the increasingly crowded electric vehicle market, where companies including Tesla, Toyota Motor Corporation, General Motors, Rivian and Ford Motor Company compete aggressively, the hybrid segment remains dominated by Toyota, Honda Motor Co. and Hyundai Motor Group, which together account for about 85% of sales.

Hyundai Motor Group plans to further increase U.S. production of hybrid models.

Kia is expected to begin producing the Sportage hybrid at HMGMA later this year, while Hyundai Motor is expected to manufacture the Palisade hybrid and Tucson hybrid at the plant beginning next year.

The strategy is aimed at reducing tariff burdens estimated at about 15% while boosting production efficiency at the Georgia facility.

Analysts said the compact SUV segment will be a key battleground.

Honda’s CR-V led the segment in the United States with about 56,000 units sold in the first quarter, followed by Toyota’s RAV4 with about 37,000 units. Hyundai Tucson and Kia Sportage each sold about 17,000 units during the period.

“The current CR-V model was introduced in 2023 and is beginning to age,” Kiwoom Securities analyst Shin Yoon-cheol said. “Hyundai Motor Group’s new hybrid product cycle could create pressure for Honda.”

Shin added that if Hyundai and Kia capture 10% of CR-V hybrid sales in the United States, the companies’ combined market share could improve by 0.1 percentage points.

— Reported by Asia Today; translated by UPI

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Original Korean report: https://www.asiatoday.co.kr/kn/view.php?key=20260526010007582

May 25 (Asia Today) — Hyundai Motor Group is accelerating plans to mass-produce humanoid robot Atlas and deploy it at manufacturing sites, creating new software-defined factory and robotics parts organizations as it pushes to build AI-driven future factories.

Industry officials say the leading candidate for Atlas mass production is the company’s Hyundai Motor Group Metaplant America, or HMGMA, in the U.S. state of Georgia.

Analysts say Hyundai’s strategy goes beyond simply introducing robots into factories and instead aims to simultaneously establish AI-based manufacturing systems and a dedicated robotics supply chain.

According to industry sources Sunday, Hyundai Motor Group recently created a new “Software Defined Factory,” or SDF, division and appointed Alpesh Patel to lead the effort.

SDF refers to a next-generation manufacturing system in which AI integrates and controls factory-wide production, quality management and logistics through unified software systems.

The goal is not only factory automation but also real-time analysis of manufacturing data and optimization of quality control and logistics operations.

Patel, formerly with consulting firm McKinsey & Company, joined Hyundai Motor Group in 2023 and previously served as chief innovation officer at the Hyundai Motor Group Innovation Center Singapore, or HMGICS, where he led development of digital manufacturing systems.

Industry observers said Hyundai’s decision to move Patel into a broader group leadership role reflects plans to expand smart manufacturing systems validated in Singapore across global production sites.

Patel is also expected to oversee digital twin operations, production data management and AI-driven factory systems while coordinating future deployment of Atlas robots in manufacturing facilities.

Analysts say humanoid robots require integrated coordination among production equipment, logistics systems and worker movement within a unified software environment to function effectively in factories.

Hyundai Motor Group is also expanding its robotics supply chain infrastructure.

The company recently established a dedicated Robotics Parts Procurement Office and appointed So Hyun-sung to lead the division.

The office will oversee sourcing and cost competitiveness for core humanoid robot components such as actuators, robotic grippers and head modules as Boston Dynamics moves toward mass production.

Boston Dynamics reportedly requested that key Atlas components be mass-produced by Hyundai Mobis.

Hyundai Motor Group plans to build a mass-production system centered on Hyundai Mobis while linking it to global procurement networks to secure supply stability and pricing competitiveness.

Industry officials have also discussed the possibility of constructing a U.S.-based actuator production facility capable of producing about 350,000 units annually.

The company has additionally reorganized teams handling global trade risks amid rapidly changing international trade conditions.

Hyundai recently established a Global Trade Strategy Office under its Global Policy Office to oversee diplomacy, trade and tariff issues, appointing Jang Jae-ryang to lead the division.

Industry analysts said the move is intended to address growing risks involving global manufacturing and supply chains.

Georgia has emerged as the leading candidate for Atlas mass production over Massachusetts, where Boston Dynamics is headquartered, according to industry sources.

Officials reportedly concluded Georgia would allow newly produced robots to be immediately deployed and tested at HMGMA production facilities.

HMGMA already operates as a smart factory combining about 1,700 workers and more than 1,000 robots.

Industry officials said the facility offers advantages for repeated testing, machine learning and operational improvement of Atlas robots in real manufacturing environments.

The site is also viewed as strategically favorable for vertically integrating component procurement, robot production and deployment logistics.

Hyundai Motor Group plans to establish annual Atlas production capacity of 30,000 units by 2028 and gradually deploy more than 25,000 of those robots across Hyundai and Kia production facilities.

Initially, Atlas robots are expected to handle parts sequencing operations at the Georgia factory before expanding into assembly work.

Hyundai also plans to extend SDF technologies to facilities including its Pune plant in India and a dedicated electric vehicle factory in Ulsan, South Korea.

An industry official said Hyundai Motor Group is pursuing more than a traditional automated factory model.

“What Hyundai is building is a future manufacturing system combining AI and humanoid robots,” the official said. “The creation of SDF organizations, robotics supply chains and production hubs is essentially preparation for the era of mass-produced robots.”

— Reported by Asia Today; translated by UPI

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Original Korean report: https://www.asiatoday.co.kr/kn/view.php?key=20260526010007193

May 22 (Asia Today) — HD Construction Equipment said Friday it signed an agreement with Ukraine’s Mykolaiv regional government to expand cooperation on postwar reconstruction.

The memorandum of understanding was signed Thursday at HD Hyundai’s Global R&D Center in Pangyo, south of Seoul. Attendees included Mykolaiv Gov. Vitaliy Kim, HD Hyundai Vice Chairman Cho Young-cheul and HD Construction Equipment President Moon Jae-young.

The agreement expands cooperation that began in 2023, when HD Construction Equipment worked with the Mykolaiv regional government on construction equipment donations and training.

The two sides agreed to broaden cooperation to include equipment supply, a local training center, service and maintenance support, financing systems and energy infrastructure restoration.

HD Construction Equipment has continued reconstruction talks with Ukrainian government and local officials since the war began. In 2023, Ukraine’s first deputy infrastructure minister, Vasyl Shkurakov, visited the company’s Ulsan campus, leading to further discussions on rebuilding projects.

The company later donated five major pieces of equipment, including excavators and forklifts, to Mykolaiv. The equipment is still being used for emergency recovery and infrastructure restoration work.

HD Hyundai said it plans to pursue a groupwide reconstruction cooperation model combining its construction machinery and energy capabilities.

“We will build a cooperation system that can make a practical contribution to Ukraine’s reconstruction, going beyond simple equipment supply,” Cho said.

— Reported by Asia Today; translated by UPI

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Original Korean report: https://www.asiatoday.co.kr/kn/view.php?key=20260522010006601

May 15 (Asia Today) — Hyundai Motor Group said Friday it has launched a vehicle-to-grid pilot service for general customers on Jeju Island, using electric vehicles as mobile energy storage systems.

Vehicle-to-grid technology, or V2G, allows electricity to move both ways between an electric vehicle battery and the power grid. The system can store surplus power in EV batteries and send it back to the grid when demand rises.

The pilot program will involve 40 Jeju residents who own Hyundai Ioniq 9 or Kia EV9 vehicles equipped with V2G functions. Hyundai Motor Group selected customers in cooperation with the Jeju provincial government.

The company will provide bidirectional chargers free of charge and cover EV charging costs during the trial period.

Hyundai said it selected participants with different occupations and residential locations to test the service under a range of real-life conditions. The participants include early adopters interested in clean energy and new technology.

The project fits Jeju’s power structure because the island relies heavily on wind and solar energy. Surplus electricity generated during the day can be stored in EV batteries and supplied back to the grid at night when demand increases.

Hyundai Motor Group previously operated a V2G demonstration project in Jeju with mobility platform Socar in the second half of last year. The latest pilot expands the test to ordinary customers.

Industry officials say V2G commercialization could turn electric vehicles into key assets in the energy industry, supporting local energy independence and distributed power systems rather than relying only on centralized power plants.

“We expect this pilot service, directly involving Jeju residents, to contribute to local energy production and consumption in the region,” a Hyundai Motor Group official said. “It will also play a meaningful role in achieving Jeju’s 2035 carbon neutrality vision.”

— Reported by Asia Today; translated by UPI

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Original Korean report: https://www.asiatoday.co.kr/kn/view.php?key=20260515010004112

May 11 (Asia Today) — Hyundai Motor Company has surpassed 13.5 million cumulative vehicle sales in India, underscoring the company’s three-decade push to localize production and develop models tailored to Indian consumers.

According to the automaker on Sunday, Hyundai Motor India Ltd., established on May 6, 1996, has sold about 13.5 million vehicles cumulatively, including 9.6 million domestic sales and 3.9 million exports.

The Indian unit has also become a strategic export hub for markets in the Middle East, Africa and Latin America, shipping models such as the Verna and Grand i10 to about 150 countries, including Saudi Arabia, South Africa and Mexico.

Hyundai entered India in the 1990s after identifying the country as a high-growth market with low vehicle ownership despite its large population. The company built its first assembly plant in Chennai, in the southern state of Tamil Nadu, and began production in 1998.

Hyundai later expanded the site with engine and transmission facilities, creating the company’s first comprehensive overseas manufacturing base.

The first model produced in India was the Santro, a localized version of the Atos compact car sold in South Korea. Hyundai modified the vehicle to better fit local conditions, including adopting a “tall-boy” design with increased cabin height that proved popular among Sikh drivers who wear turbans.

The company further expanded production capacity by opening a second Chennai plant in 2007 to support growing domestic demand and exports.

Industry analysts said Hyundai’s momentum in India accelerated after the launch of the Creta SUV in 2015. The model helped expand demand for sport utility vehicles in a market previously dominated by sedans.

Hyundai’s India Technology and Engineering Center also adapted vehicles to local consumer preferences, increasing cabin space and ground clearance to accommodate large families and rough road conditions.

To strengthen competitiveness, Hyundai launched a localization initiative in 2013 to expand sourcing from Indian suppliers. The company worked with industry groups and formed joint ventures with global suppliers, eventually achieving an average local parts sourcing rate of 82%.

“Hyundai successfully localized its operations to the point where many consumers see it as an Indian company,” an industry official said.

India’s automobile market grew from about 370,000 vehicles in 1998, when Hyundai entered the market, to approximately 4.56 million vehicles in 2025, representing annual average growth of about 10%, the official added.

— Reported by Asia Today; translated by UPI

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Original Korean report: https://www.asiatoday.co.kr/kn/view.php?key=20260511010002552

May 4 (Asia Today) — Hyundai Motor and Kia accelerated their shift toward electrified vehicles in the United States in April, even as overall sales fell slightly.

Hyundai Motor Group said Monday it sold 159,216 vehicles in the U.S. market in April, down 2.1% from a year earlier. Hyundai Motor sold 86,513 vehicles, down 1.5%, while Kia sold 72,703, down 2.8%. Genesis sales rose 0.8% to 6,356 vehicles.

The decline was attributed to a high base effect from advance purchases last year linked to tariff concerns. Major global automakers also reported weaker sales, while Hyundai Motor Group maintained its No. 2 position in the market.

Eco-friendly vehicle sales showed clear growth despite the overall decline. Hyundai and Kia sold 48,425 eco-friendly vehicles in April, up 47.6% from a year earlier. Their share of total sales exceeded 30% for the first time, reaching 30.4%.

Hybrid sales surged 57.8% to a record 41,239 vehicles. Hyundai sold 21,713 hybrids, up 47.7%, while Kia sold 19,526, up 70%.

Electric vehicle sales also rose 7.7% to 7,186. Hyundai EV sales edged lower to 4,779, but Kia’s EV sales jumped 65% to 2,407, driving growth in the segment.

By model, the Hyundai Tucson led sales with 22,024 vehicles, followed by the Elantra with 14,778 and the Palisade with 11,324. Sonata sales rose 18.2% to 7,105, while Elantra sales climbed 12.6%, showing signs of recovery in sedan demand.

Among hybrid models, Sonata hybrid sales surged 170% to 4,520 and Elantra hybrid sales rose 55.3% to 2,399, reflecting stronger demand for electrified models.

For Kia, the Sportage remained the top seller with 15,803 vehicles, followed by the K4 with 13,214 and the Telluride with 12,577. Seltos sales rose 31.7% to 5,335, absorbing demand in the compact SUV segment.

Among Kia’s eco-friendly vehicles, the Sportage hybrid rose 65.2% to 7,446 and EV9 sales jumped 481.5% to 1,349.

Genesis maintained its position in the premium market, led by GV70 sales of 2,837, up 7.7%, and G70 sales of 991, up 23.4%.

Hyundai and Kia said their balanced portfolio of hybrids, electric vehicles and internal combustion engine models is helping them respond flexibly to changing market conditions.

— Reported by Asia Today; translated by UPI

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Original Korean report: https://www.asiatoday.co.kr/kn/view.php?key=20260504010000367