From January 9 to 12, the Hyundai Motor Group took part in CES (Consumer Electronics Show) 2024 held in Las Vegas. With its most extensive participation in the event to date, the group unveiled its future vision, encompassing everything from automobiles to aviation mobility.
The combined exhibition space, measuring the size of a football field (6,400–8,250 ㎡), was co-organized by Hyundai Steel, Hyundai Motor Company, Kia, Hyundai Mobis, Supernal, and ZER01NE. Over 1,000 employees attended the CES 2024, effectively communicating the group’s vision and exploring innovative technologies presented by other global companies to support the discovery of new growth drivers.
With the theme of “Ease Every Way–Hydrogen-Powered, Software-Driven Transformation,” the Hyundai Motor Company presented its future vision in which “hydrogen energy” and “software” have the power to add comfort to everyday moments in life. In terms of hydrogen energy, the group expanded its existing fuel cell brand, HTWO, to the group’s hydrogen value chain business brand, HTWO Grid. The exhibition also emphasized key roles that major group affiliates, including Hyundai Steel, Hyundai E&C, Hyundai Engineering, Hyundai Rotem, and Hyundai Glovis, play in every stage of the hydrogen value chain.
Hyundai’s Hydrogen Society Value Chain Map
Hyundai Steel’s portion of the exhibit explained the concept of “green steel,” an eco-friendly process powered by electricity instead of the traditional blast furnace. “Green steel” refers to hydrogen-based, environmentally-friendly iron that allows for the production of the highest quality automotive steel sheets while minimizing carbon emissions. Hyundai Steel is seeking to reduce its carbon emissions with the goal of achieving Net-Zero by 2050. To this end, the company is improving various processes, adopting low-carbon raw materials, and transitioning to sustainable energy sources to control emissions in alignment with government carbon reduction targets.
Clip from a video introducing “green steel” within HTWO Grid Solution
(Source: HTWO Grid Solution – Innovation | Company – Hyundai Motor Company Worldwide – hyundai.com)
At CES 2024, Hyundai Motor Group’s US-based Urban Air Mobility (UAM) corporation, Supernal, outlined its direction for establishing an Advanced Air Mobility (AAM) ecosystem. The company unveiled a new design for a UAM aircraft currently under development that is slated for commercialization by 2028, attracting significant attraction from event attendees.
ZER01NE, the group’s open innovation platform, operated an open-style booth at Eureka Park, a startup exhibition hall with the Venetian Expo, where individual booths of 11 different startups were set up.
Next-generation AAM system “SA-2” unveiled by Supernal
For its part at the exhibition, Kia redefined the conventional Purpose Built Vehicle (PBV) as a “Platform Beyond Vehicle,” unveiling a lineup of three software-based PBV concept models. Also, Hyundai Mobis introduced 20 new mobility technologies, highlighting core future technologies, including its “Innovative Display” series, created using high-value advanced technologies, and its High-Output Integrated Charging Control Unit (ICCU).