Hyundai Motor Group has set out its strategic direction for 2026, with Executive Chair Euisun Chung highlighting priorities centred on customer-led transformation, stronger ecosystem competitiveness and increased use of AI across operations.
In new year remarks delivered to employees worldwide, Executive Chair Chung outlined five areas of focus: customer-focused evolution, agile decision-making, ecosystem competitiveness, bold collaboration, and leadership in new industry standards.
He opened his address by thanking employees and customers, noting that 2025 brought significant change and uncertainty for the global automotive sector. Looking ahead, he said 2026 is likely to bring both challenges and areas of opportunity as markets continue to shift.
Chung pointed to the need for ongoing transformation driven directly by customer insight. “When conditions get tough and competition fierce, our greatest strength will be our ability to continuously evolve by staying close to our customers,” he said.
He encouraged teams across the Group to reflect carefully on the development process. “Did we thoroughly reflect customers’ perspectives in our products? Did we ever compromise in the process of planning or development? Can we confidently speak of our quality in front of customers? Through these questions, we can look back upon ourselves squarely and strive for progress, thereby keeping ourselves resilient against any challenges,” he said.
Addressing leadership and work culture, Chung said greater engagement and visibility would be key. “Leaders must step out into the field, engage directly with people, and understand the essence of situations firsthand,” he said.
He also stressed that efficiency will depend on clearer communication and quicker decisions. “Above all, what matters most is fast and clear communication, and agile decision-making that is free from formality. Let us work more efficiently,” he said, adding that new approaches would support continued innovation.
On competitiveness, Chung underlined the importance of a strong production ecosystem spanning all Group operations, from vehicles to humanoid robots, where tens of thousands of components and partners are involved.
“The strength of our supply ecosystem directly amplifies our competitive advantage. Sustainable growth is possible only when the whole ecosystem stays healthy,” he said.
Turning to technology, Chung highlighted how rapid developments in AI are reshaping the automotive industry and wider manufacturing landscape. He said cooperation with partners will be essential in advancing through this new phase.
“Looking at the automotive market alone, we’ve entered an era where core product competitiveness is determined by AI capabilities,” he noted.
He said Hyundai Motor Group is accelerating efforts to compete at the highest levels by combining AI with its experience in product design, production and data derived from operations and user behaviour.
Chung added that he sees meaningful potential in the area of physical AI. “We possess world-class capabilities in the design and manufacturing of physical products. If we envision a bigger future and boldly expand collaboration with various partners to broaden the industrial ecosystem, I am confident we will deliver greater value to customers,” he said.
