Hyundai Accelerates Autonomous Driving Ambitions with Genesis G90 Upgrade
Hyundai Motor is set to significantly advance its autonomous driving capabilities, with the partially revised Genesis G90, slated for release this year, slated to feature “Level 2+” technology for highway driving. This represents a substantial leap beyond current advanced driver-assistance systems (ADAS), which primarily focus on maintaining lane position and adaptive cruise control. The new system will allow the vehicle to drive itself on highways, provided the driver remains attentive to the road. This strategic move signals Hyundai’s commitment to closing the perceived gap with industry leaders like Tesla in the competitive autonomous driving landscape.
The company officially unveiled its updated autonomous driving roadmap during its annual shareholders’ meeting at its Seoul headquarters. The plan outlines a phased approach, beginning with the Genesis G90 this year. The ultimate goal is to achieve “urban autonomous driving” by 2028, extending Level 2+ capabilities beyond highways to encompass city driving scenarios, initially on larger Genesis models.
To expedite the commercialization of its autonomous driving technology, Hyundai has made strategic leadership appointments. Late last year, Manfred Harrer, formerly at the helm of Apple’s car project, joined the R&D headquarters as president. Further bolstering its expertise, in January, Hyundai recruited Park Min-woo, a key figure in autonomous driving development at NVIDIA and Tesla, to lead its AVP division and serve as CEO of 42dot. At the shareholders’ meeting, Jose Munoz, Hyundai Motor CEO, emphasized the company’s strengthened management structure, stating, “We have strengthened the core management system to lead SDV (software-defined vehicle) and autonomous driving strategies, achieving world-class future mobility technology leadership.”
Beyond autonomous driving, Hyundai also outlined an ambitious expansion plan for the North American market. By 2030, the company intends to introduce 36 new models, including mid-sized pickup trucks. This expansion encompasses both new model introductions and updates to existing model years. A notable debut will be the company’s first “range-extended electric vehicle (EREV)” for North America. This innovative model will feature a compact engine that self-charges the battery, enabling a driving range exceeding 600 miles (approximately 965 km). Munoz further elaborated on their pickup truck strategy, announcing, “Before 2030, we will launch a frame-based mid-sized pickup truck, the largest and most profitable segment in the industry.”
Key Autonomous Driving Milestones and Strategic Investments:
- Level 2+ Technology Rollout: Initial deployment on the Genesis G90 for highway driving this year.
- Urban Autonomous Driving Target: Aiming for Level 2+ capabilities in city centers by 2028, starting with Genesis models.
- Leadership Augmentation: Recruitment of top talent, including former Apple Car Project head Manfred Harrer and ex-NVIDIA/Tesla autonomous driving lead Park Min-woo.
- SDV and Autonomous Driving Focus: Strengthening the core management system to drive innovation in software-defined vehicles and autonomous technologies.
North American Market Expansion and Product Strategy:
- New Model Introductions: A commitment to launch 36 new models in North America by 2030, including mid-sized pickup trucks.
- Range-Extended Electric Vehicle (EREV): Debut of an EREV in North America with a target range of over 600 miles.
- Pickup Truck Segment Entry: Planned launch of a frame-based mid-sized pickup truck before 2030, targeting a highly profitable market segment.
