Hyundai Vice Chairman Chang Jae-hoon Outlines Strategy to Counter Chinese EV Rivals and Group Transformation Plan

Hyundai Motor Vice Chairman Euisun Chung stated that Chinese automakers possess strong competitiveness in terms of cost, and Hyundai will focus on quality and safety to meet this challenge. He emphasized that the group must enhance user experience across the entire value chain—from vehicle safety and product quality to customer service—and view this competition as an opportunity to drive the company’s next leap forward. On May 12, at the 23rd Automobile Day commemoration event held at the JW Marriott Hotel in Seocho District, Seoul, Chung outlined Hyundai Motor Group’s strategic direction in detail. He noted that electrification and autonomous driving are becoming mainstream, and future differentiation will hinge on achieving excellence in safety and quality. To this end, Hyundai is implementing a domestic investment plan totaling KRW 125.2 trillion, which includes building new dedicated EV plants in Ulsan and Gwangmyeong, as well as establishing an innovation hub in Saemangeum that integrates robotics, artificial intelligence, and hydrogen technologies. Simultaneously, the group is accelerating its transformation from hardware-centric manufacturing to a software-defined intelligent mobility platform, while strengthening synergies among emerging technologies such as autonomous driving, robotics, AI, and energy platforms. Chung stressed that fostering a collaborative industrial ecosystem—where automakers and suppliers thrive together—is essential to sustaining the growth of Korea’s automotive industry. On the same day, Chung was awarded the Geumtap Industrial Medal, Korea’s highest industrial honor, in recognition of his leadership in steering automakers toward future mobility solutions. This marks the first time in nearly two decades that the award has been presented since its inception at the Automobile Day event in 2007.