Hyundai Motor chief-biz strategy
Hyundai Motor chief stresses balance between hardware, software in robotics development
By Kim Eun-jung
SEOUL, May 14 (Yonhap) -- Hyundai Motor Group Executive Chair Euisun Chung said Thursday the company is developing robotics technology with a focus on balancing software and hardware, and creating symbiotic relations between robots and employees.
Chung made the remarks when asked about the development process for Atlas, the humanoid robot created by Boston Dynamics, its U.S. robotics subsidiary. The robot was unveiled at CES 2026 in Las Vegas in January.
"We are moving forward with our robotics business through trial and error," Chung said in a meeting with reporters at the company's headquarters in Seoul. "As it is important to maintain the right balance between software and hardware, and to integrate robotics with employees' emotions and culture, we are paying close attention to those aspects."
Hyundai Motor Group Executive Chair Euisun Chung (C) speaks during a meeting with employees marking the reopening of the group's renovated headquarters building in southern Seoul on May 14, 2026, in this photo provided by the company. (Yonhap)
The artificial intelligence (AI)-powered Atlas has drawn attention after Hyundai Motor's labor union said it would oppose any plan to mass-produce the robot and deploy it at the company's factories over concerns about potential job displacement.
Chung said the company's decision to deploy gardening, delivery and security robots at its newly renovated headquarters building was aimed at giving employees an opportunity to better understand the company's future vision and provide feedback on areas that need improvement before commercialization.
Asked about the impact of the war in the Middle East on the company's business, Chung said the situation is "very concerning," citing potential delays in a plant project in Saudi Arabia and decreased auto sales in the region.
"We are building a plant in Saudi Arabia, and it appears the project may be delayed somewhat. Sales in the Middle East have also declined amid the conflict," he said. "The war will eventually end, but I think we need to prepare well so that we can sell strongly once it is over."
A joint venture between Hyundai Motor Company and Saudi Arabia's sovereign wealth fund, the Public Investment Fund, broke ground in May 2025 on a car production factory in King Abdullah Economic City along the Red Sea coast, Hyundai's first facility in the Middle East.
Hyundai said earlier the manufacturing plant will roll out its first vehicle by the fourth quarter of 2026 and targets an annual production of 50,000 vehicles.
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