More IT and Home Appliance Shows than Motor Shows?… Hyundai's First Participation at Germany's IFA

Participating as a Speaker at Next Month's Media Conference
Expected to Share Future Car Vision and Eco-Friendly Strategies
Also Listed in 'IFA NEXT' Exhibition Roster

At the CES2020 held earlier this year in Las Vegas, USA, Chung Eui-sun, Vice Chairman of Hyundai Motor Group (left), appeared at a media conference (Photo by Hyundai Motor Group).

[Asia Economy Reporter Kim Ji-hee] Hyundai Motor Company will participate for the first time ever in Europe's largest IT and electronics exhibition, 'IFA 2020.' Following its presence at the world's largest IT and electronics show, 'CES,' Hyundai is making its debut at IFA as well, leading the latest trend among global automakers who are showcasing their future visions through IT and electronics exhibitions instead of traditional motor shows.

According to industry sources on the 10th, Hyundai has decided to participate in 'IFA 2020,' which will be held from September 3 to 5 (local time) in Berlin, Germany, for the first time. On the second day, the 4th, Hyundai plans to share its future mobility strategy and eco-friendly vehicle strategy through a media conference. It is known that Hyundai's European division is preparing all related matters such as speakers and presentation content.

Hyundai has also been listed as an exhibitor in 'IFA NEXT,' one of the side events of this exhibition. Started in 2017, IFA NEXT is a platform where startups, research institutions, and universities share innovative products and ideas. The theme of this year's event is 'SHIFT Mobility.' Hyundai is expected to showcase various future mobility products and technologies, including electric vehicles, as it faces a transition in modes of transportation.

Hyundai's decision to participate in IFA reflects the changing trend in the global automotive industry, where more focus is being placed on IT and electronics exhibitions instead of motor shows. As the automotive industry's core shifts rapidly toward future mobility such as electric and autonomous vehicles and as cross-industry convergence accelerates, automakers have begun to attend IT exhibitions one by one. At IFA 2016, Dieter Zetsche, Chairman of the Daimler Group, became the first automotive industry leader to deliver a keynote speech, proving the changing atmosphere.

Hyundai Motor Group is also leading trends by making significant announcements about its future vision through unique exhibitions rather than motor shows. In 2009, Hyundai became the first Korean automaker to set up a solo exhibition hall at CES, one of the world's top three IT exhibitions, and since then, it has participated in CES alternately with Kia. The hydrogen fuel cell vehicle 'Nexo,' now a symbol of Hyundai's future cars, was first unveiled at CES 2018. At 'CES 2020' held earlier this year, Hyundai Motor Group Vice Chairman Chung Eui-sun personally visited the site to unveil new concept mobility solutions that will realize the future city Hyundai envisions, including Urban Air Mobility (UAM), Purpose-built Air Vehicle (PAV), and Mobility Transfer Hub. Subsequently, Kia planned to set up a booth at this year's Mobile World Congress (MWC), but the exhibition was canceled due to the spread of COVID-19, resulting in the cancellation of the first participation by a Korean automaker.

Due to the prolonged COVID-19 situation, this year's IFA has significantly reduced the event duration and the number of visitors. As the event scale has been downsized and participating companies in the media conference have announced their active use of Ontact (non-face-to-face online communication) methods, Hyundai is also likely to live-stream the conference online.