[CES 2024] Hyundai Motor's hydrogen ambition goes beyond cars

Hyundai Motor CEO Jay Chang, center, and other executives take a photo after a presentation at the Mandalay Bay Hotel in Las Vegas ahead of the CES 2024 that kicks off on Tuesday. [HYUNDAI MOTOR]

LAS VEGAS — Hyundai Motor won’t stop its journey to develop hydrogen vehicles — it still sees that the future relies on fuel cell-powered cars.
 
The Korean automaker presented its full-scale hydrogen strategy and software development in a presentation in Las Vegas ahead of the CES 2024 that kicks off on Tuesday.
 

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Hyundai will introduce a facelift Nexo SUV within the next year. It comes as it had postponed the launch of the model last year, also the introduction of the Genesis fuel-cell car indefinitely. 
 
The Korean carmaker aims to produce some 3 million tons of hydrogen per year by 2035, and Hyundai's hydrogen energy won't just go to cars, but extends to trains, ships, power generators, construction, steelmaking, robotics, and air mobility, and manufacturing itself.
 

Hyundai Motor Group Executive Chair Euisun Chung answers to the press at the Mandalay Bay Hotel in Las Vegas ahead of the CES 2024 that kicks off on Tuesday. [HYUNDAI MOTOR]

 
Hyundai also pledges to advance its shift to software-defined vehicles, or what the industry calls "smartphones on wheels," to maximize customers' safety and convenience. 
 
“It’s right for us to prepare for the hydrogen [era,] not for our generation, but for the next generation,” said Hyundai Motor Group Executive Chair Euisun Chung after the presentation.
 
“We also have mixed information technology [IT] to vehicles to increase the safety, we still have a long way to go,” Chung said. 
 
Hyundai’s vision for hydrogen and software development will be displayed at its 2,006-square-meter booth at the CES 2024, around three times larger than in 2022.
  
The exhibition features three large-scale future mobility exhibits and Boston Dynamics’ Stretch robots, highlighting how customer experiences will change based on hydrogen, software and robotics technologies. 

BY SARAH CHEA [chea.sarah@joongang.co.kr]