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Strategic Collaborators of Hyundai Motor Group


Shared economy, connectivity, artificial intelligence, autonomous driving are the keyword representing the future of the automobile industry. The Hyundai Motor Group has been collaborating across industries and borders to enrich its capacity as a smart mobility solutions company.

Samsung Electronics and LG Display, Microsoft and SK Telecom, Huawei and Leica. Collaboration between companies with overlapping or tangentially related businesses is quite common. As our society and technology becomes increasingly complex and intertwined, surviving alone has become very difficult for corporations. Long-term and sustained collaboration between companies has become crucial for survival.

As such, the Hyundai Motor Group collaborates with companies in diverse fields including autonomous driving, mobility services, AI technologies, and EV technologies.

The automotive industry is no exception. Seemingly unlikely companies put their heads together to develop a new car or a new technology. The Hyundai Motor Group has also been collaborating at various capacities with companies. The collaborations have been quite interesting, as they were not with other automakers, but with businesses in shared services, IT, AI, computer vision, and so on. We took a closer look at cases of Hyundai Motor Group’s collaboration in this rapidly developing auto industry landscape. These collaborations give clues into how the Hyundai Motor Group is preparing for the future.

Code42 and the mobility market’s future blueprint

Autonomous driving, last-mile mobility, robot delivery services, smart logistics, are merely a few examples of diverse possibilities that the future of the mobility market holds. Strong partners are crucial in preparing for such futures, and that is why Hyundai Motor Company is working with Code42.

A future world where autonomous cars speed down highways, where robots deliver food, and means of mobility are shared by people. It is a future blueprint of a smart city, envisioned by Hyundai Motor Company and Code42. Code42 is a Korean startup leading by innovation in areas such as AI, mobility, autonomous driving, precision mapping, computer vision, and big data. the innovative startup aims to change the paradigm of the mobility service market by combining various mobility services under UMOS (Urban Mobility Operating System), such as autonomous cars and smart logistics.

Hyundai Motor Company’s Executive Vice Chairman Chung Eui-sun (right) and Code42s CEO and founder Song Chang-hyun joined hands to mutually expand their capacity in the future of mobility ahead.

the industry’s interest in Code42 is largely due to the Song Chang-hyun the founder and CEO. song is a former CTO of Naver Corp. and CEO of Naver Labs where he spearheaded the development of innovative technologies such as voice recognition, machine translation, computer vision, and deep learning. He founded Code42 after leaving Naver early this year and caused a buzz in the industry when key talents from Naver and Kakao joined in as founding members. Hyundai Motor Company decided to strategically invest in Code42 and collaborate across multiple areas as part of its roadmap to becoming a smart mobility corporation. Executive Vice Chairman Chung Eui-sun from Hyundai Motor Company and CEO Song Chang-hyun from Code42 recently sat down together for a deep conversation about the future direction of mobility.

Code42’s UMOS is an open platform that allows the participation of various mobility service providers

Hyundai Motor Company is collaborating with a wide array of companies and is emerging as a key player in the smart mobility services industry. Hyundai Motor Company is also spurring forward its indigenously developed mobility service platform. As collaboration continues between Hyundai Motor Company and Code42 they plan introduce a variety of services by combining mobilities services to the UMOS platform.

Considerations leading into the age of autonomous cars

Autonomous cars may commercialize much sooner than we think. That does not mean that autonomous driving technology is simple; it is a conglomeration of extremely complex technologies. Hyundai Motor Company is strapping in for the age of autonomous cars by collaborating with companies like Deep Glint for computer vision, Aurora for autonomous navigation software solutions, Opsys Technologies for Lidar sensors and diverse control devices.

A technology cooperation partnership was announced at CES Asia 2018 by Hyundai Motor Company’s Vice Chairman Chung Eui-sun (right) and Deep Glint CEO Zhao Yong.

Hyundai Motor Company announced its technology partnership with Deep Glynt at CES Asia 2018 last year. Deep Glint is a Chinese startup founded in 2013 that specializes in ultra-high-definition camera imaging technology with integrated AI. Vision technology can be largely categorized into AI technology and imaging technology. AI is analogous to the human brain which identifies things and movement based on appearance, and imaging may be likened to the human eye which sees things.

Facial recognition technology may be used to identify the driver’s physical or emotional state and offer customized mobility.

Deep Glint is a world-class leader with the technology to identify and analyze human facial, physical, and behavioral patterns. Deep Glint’s technology has been reported to successfully identify a person by facial features out of 1 billion different faces in under a second at a distance of 50 meters. Hyundai Motor Company is developing a personalized connected technology that uses Deep Glint’s technology to identify driver’s physical and emotional state. The automaker expects to deliver greater satisfaction to the mobility experience in connection with ambient lighting, audio, infotainment, air conditioning, and various systems.

Hyundai Motor and Aurora equipped NEXO with advanced autonomous driving technology

the Hyundai Motor Group is creating strategic collaborations to develop a globally leading autonomous driving technology. A key partner in this collaboration is Aurora, the U.S.-based company focused on autonomous driving technology. Aurora is a world-leader in the field of autonomous driving, developing software solutions, diverse sensor and control technologies, and back-end solutions based on cloud systems. Hyundai Motor Company and Aurora announced plans for mutual cooperation at 2018 CES and began joint-development of autonomous driving for the NEXO. Future plans for the collaboration include advanced autonomous driving technology implemented through the Aurora Driver system.

The Hyundai Motor Group and Opsys Technologies develop Lidar, the autonomous car’s way of “seeing” the world

The Korean automaker’s collaboration with Israel’s startup Opsys Technologies has also attracted attention. Last year, the Hyundai Motor Group invested $3 million in Opsys Technologies and has been developing Lidar technologies, also referred to as the “autonomous car’s eye”. The Hyundai Motor Group has also teamed up with Intel and Nvidia to develop an AI-based integrated controller that acts as the “brain of autonomous vehicles”, and is also participating in the Apollo Project, an autonomous vehicle project in China led by Baidu.

The inevitable tides of car sharing and hailing

Sharing economy is gaining traction worldwide, and the automotive industry is experiencing major changes. The auto industry is experiencing a significant emergence of car sharing and car hailing culture. Global financial firm UBS predicted that the ride-sharing services market would grow from $40 billion in 2015 to $350 billion in 2020. The shift from a possession and ownership-based economy to a shared economy is an undeniable flow of the times. Reading the times, Hyundai Motor Company invested in Grab and Car Next Door.

The Kona EV has a range of over 400km on a single charge, an outstanding feature great a shared car.

Hyundai Motor Company is collaborating with Gram with its sights on the Southeast Asian shared economy market. Hyundai Motor Company plans to lay a bridgehead into the Southeast Asian mobility service market by collaborating with Grab, first introduced as the Southeast Asian Uber. Grab owns more than 75% of the Southeast Asian Car hailing service market. Grab service is available in 168 cities across 8 Southeast Asian countries, and many Koreans are already familiar with their app as an essential travel app when visiting Southeast Asia. Together with Gram, Hyundai Motor Company will develop its capacity for future mobility services and introduce diverse services to the market.

Earlier this year, Hyundai Motor Company and Gram introduced a new mobility service in Singapore with a fleet of Kona EVs, the first EVs in hailing services in all of Southeast Asia. With a range of over 400km, the Kona EV is expected to deliver fresh and unique experiences to the Southeast Asian consumers.

Hyundai Motor and Car Next Door introduce car sharing services that incorporate the IoT

Hyundai Motor also invested in Car Next Door, Australia’s leading car sharing company. Car Next Door is a unique car-sharing service that allows peer-to-peer car-lending on an hourly basis.

Collaborating with Car Next Door, Hyundai Motor is developing a car-sharing service that utilizes IoT technology. Plans include the development of Hyundai Auto Link, an app that connects car and smartphone, and implement smartphone-controlled door locks and ignition for cars sold in Australia. The app will allow P2P car-lending to occur without the need for the exchange of physical keys. The P2P car-sharing service is likely to find and expand into new markets.

Capturing the high-performance EV segment

The Hyundai Motor Group has a proven its technological capacity with its second-generation EVs with vastly increased range, such as the Kona Electric and the Niro EV. However, not all EV drivers seek range and efficiency. The auto market always had a demand for heart-pumping high-performance cars, and the EVs are no exception. the Hyundai Motor Group invested ₩100 billion in Rimac, a Croatian developer of components for high-performance EVs to deliver on that need for speed.

Rimac boasts some of the world’s top EV components and technology, including electric motors, reduction gearbox, vehicle control systems, and battery systems.

Rimac is an innovative company with outstanding capabilities in high- performance EVs. the company is notably a dominant name in high-performance hyper-electric systems and EV sportscars, with a great deal of experience in projects with performance car brands including Porsche, Aston Martin, Pininfarina, and SEAT. Rimac’s outstanding flexibility in collaborative relationships as well as their technological capacity to deliver is recognized industry-wide.

Starting with the investment by the Hyundai Motor Group, Rimac will mutually collaborate with the Korean automaker to develop a high-performance EV.

The Hyundai Motor Group already has the means to mass-produce EVs, while Rimac is exceptionally well geared toward high-performance EV powertrains and control systems. Their synergy is something to look forward to. The fruits of this collaboration will be first unveiled in 2020. The collaboration is set to present in an N brand midship EV sports car and a high-performance FCEV prototype, and subsequent mass-production is also under consideration.

The future of cutting-edge mobility will require web-like interconnectivity between various technologies.

The future of mobility will be much more than just cars. Drones in the sky, autonomous vehicles on the streets, and a variety of micromobility for short distances and delivery. Such feats are not for a company to achieve alone; it demands cooperation and solidarity among companies. The collaborations by Hyundai Motor Group presented above are efforts to prepare for the approaching future of mobility. The Hyundai Motor Group is no longer just automakers; the group has been trans-morphing into a smart mobility solution, and their fruits of their efforts will truly be something to behold.