Hyundai Motor Group Launches China’s First User Experience Research Hub in Shanghai, Enabling End-to-End Localization

On July 22, Hyundai Motor Group announced the official launch of its first User Experience (UX) research hub in China—UX STUDIO—in Shanghai. This hub is part of Hyundai’s global UX co-creation network, which also includes similar facilities in Seoul, South Korea; Frankfurt, Germany; and Irvine, USA. The core mission of UX STUDIO is to deeply engage users throughout the entire vehicle development process—from concept definition and prototype validation to mass-production optimization. UX STUDIO Shanghai has achieved full localization across its operational team, collaborative ecosystem, and research topics: its core operational and research team comprises exclusively local Chinese talent; it partners with local academic institutions such as the School of Management at Fudan University to explore socio-cultural trends in China; and its research focuses on high-frequency local usage scenarios, including family travel for multi-child households, commuting experiences for female drivers, and short-distance urban mobility. The ground floor of the center features an “Open Lab” open to the public, comprising three main sections where anyone can participate in user research without barriers. The second floor houses an “Advanced Lab,” accessible by invitation only, equipped with professional R&D facilities for in-depth, precision-oriented co-creation research.