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[Photo News] Hyundai Motor scores double podium finish at WRC Acropolis
From Thursday to Sunday, the seventh round of the 2025 World Rally Championship took place along 345.76 kilometers of narrow, rugged mountain roads. Hyundai Motor also secured third place with driver Adrien Fourmaux (sixth from left) and co-driver Alexandre Coria (fifth from left). Both teams competed in the Hyundai i20 N Rally1. (Hyundai Motor Group)
An i20 N Rally1 makes a sharp drift turn during the EKO Acropolis Rally Greece. (Hyundai Motor Group)
Hyundai Shell Mobis World Rally Team driver Ott Tanak (right) and co-driver Martin Jarveoja (left) pose after winning the EKO Acropolis Rally, in Lamia, Greece. (Hyundai Motor Group)
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Korea Herald
6 hours ago
- Korea Herald
Hyundai's new lab brings future cars closer to drivers
In a sleek showroom on a bustling street in Gangnam-gu, Seoul, visitors this week gripped futuristic steering wheels, rearranged the seats in cars like puzzle pieces, and slipped behind the wheel of a Genesis GV70 for a simulated urban drive -- all part of Hyundai Motor Group's new push to let the public help shape the cars of tomorrow. Hyundai will officially open the facility, dubbed UX Studio Seoul, on Thursday as part of efforts to advance next-generation mobility and bring its latest technologies closer to consumers. The lab is the first permanent research platform by a global automaker allowing direct public participation, Hyundai said, with plans to replicate the concept in Shanghai, China, next year. Located in southern Seoul's busy commercial district, UX Studio Seoul invites visitors to explore future vehicle designs, experience driving simulations, and interact with displays explaining new mobility technologies. Crucially, the lab collects data on visitor preferences, physical comfort, and driving habits, feeding insights into the development of future Hyundai, Kia, and Genesis models, as well as broader mobility solutions. 'Our vision for the best 'us' goes beyond convenience to foster a truly inspiring mobility experience,' said Kim Hyo-lin, the head of the group's feature strategy division. 'UX Studio Seoul is not about delivering a one-way experience -- it's a collaborative hub where customer insights are directly integrated into the actual vehicle development process.' At a media preview Tuesday, the tour began in the UX Test Zone on the first floor, where visitors learned how future vehicles could be tailored to various lifestyles via interactive touchscreen panels. A wooden prototype allowed participants to adjust key in-car elements such as the steering wheel, seating positions, and integrated tables, simulating different real-world scenarios. One participant noted that the knee space in a face-to-face seating layout felt tight. An on-site staff member explained that feedback like this is recorded to inform improvements in interior spatial design. An advanced driving simulation is also available in a separate room featuring a real Genesis GV70 equipped with various in-vehicle devices. A video displayed on an LED screen in front of the vehicle provides a realistic driving experience. The lab collects data on how users interact with in-car devices and how their gaze moves in different driving situations to improve vehicle safety and convenience features, the company explained. On either side of the UX Test Zone, Hyundai Motor Group showcased its Electric-Global Modular Platform and software-defined vehicle system inside a transparent car prototype designed to resemble a neural network. The display explained the workings of key features of future mobility, along with their hardware components. The lab's second floor, accessible to pre-recruited participants, houses dedicated research areas where engineers conduct in-depth studies on passenger cars, commercial vehicles and sports cars. An advanced simulation room offers a wider range of scenarios than the one on the first floor, including simulations of major cities around the world. Participants test adjustable prototypes, enabling more realistic experiences and precise data collection for functional improvements. forestjs@
Korea Herald
2 days ago
- Korea Herald
[Photo News] Hyundai Motor scores double podium finish at WRC Acropolis
Ott Tanak (fourth from left), driver, and Martin Jarveoja (third from left), co-driver of the Hyundai Shell Mobis World Rally Team, pose after winning the EKO Acropolis Rally Greece, held in Lamia from Thursday to Sunday. From Thursday to Sunday, the seventh round of the 2025 World Rally Championship took place along 345.76 kilometers of narrow, rugged mountain roads. Hyundai Motor also secured third place with driver Adrien Fourmaux (sixth from left) and co-driver Alexandre Coria (fifth from left). Both teams competed in the Hyundai i20 N Rally1. (Hyundai Motor Group) An i20 N Rally1 makes a sharp drift turn during the EKO Acropolis Rally Greece. (Hyundai Motor Group) Hyundai Shell Mobis World Rally Team driver Ott Tanak (right) and co-driver Martin Jarveoja (left) pose after winning the EKO Acropolis Rally, in Lamia, Greece. (Hyundai Motor Group)
Korea Herald
3 days ago
- Korea Herald
Hyundai, Kia gain US market share amid tariffs
Hybrid vehicles, pre-tariff inventory strategy driving Korean automakers' growth Hyundai Motor and Kia achieved a combined 11 percent market share in the United States in the first five months of this year as the Korean automakers rolled out hybrid vehicles ahead of new US tariffs and carried out timely promotions. According to market analysis firm Wards Intelligence on Sunday, Hyundai Motor and Kia sold a total of 752,778 vehicles in the January-to-May period this year, up 0.5 percentage point from the same period last year. Hyundai sold 400,116 units while Kia sold 352,662 units. The Korean automakers' combined market share in the US has continuously grown this year, from a 10.5 percent market share in January, when they sold 116,362 cars. Their monthly market share also showed a steady upward trend without a single month of decline during the first five months of the year. Industry watchers attribute the strong performance to Hyundai and Kia's proactive response to the shifting trade landscape ahead of the Trump administration's planned 25 percent tariff on auto imports. The Korean automakers appear to have capitalized on US consumers hurrying to buy cars in March and April in advance of an expected rise in car prices due to the tariffs. Hyundai and Kia sold 162,615 cars in April, up 16.3 percent on-year — their best April figure on record — outpacing the industry's 11.1 percent year-on-year increase that month. Sales of hybrid vehicles in April soared 65.8 percent on-year to 26,134. Despite a steep decline in the US auto market in May, the Korean automakers sold 170,251 units in that month for a year-on-year increase of 6.7 percent, more than doubling the overall auto industry's sales growth of 2.5 percent. '(Hyundai and Kia) preemptively moved to stockpile inventory before the tariffs went into effect in April to meet the increase in demand from US customers,' said an auto industry official. 'They also set up an expanded lineup of hybrid vehicles -- which have been gaining popularity amid slowing momentum in the transition to electric vehicles -- to gain a competitive edge in the US market.' The outlook for the second half of this year, however, remains grim for the Korean automakers as they run out of pre-tariff inventory and face pressure to increase their prices. The Korean government has begun discussing trade policies with the US to minimize damage to Korea's export-heavy industries, but US President Donald Trump mentioned earlier this month that the US may hike auto tariffs in the 'not too distant future.'
