Hyundai Mobis "Proactively Pioneering Electric Vehicle Module Market, Strengthening Global Orders"

Hyundai Mobis Aggressively Pursues Global Orders for Future Mobility
'Convergence' (Core Components + e-Powertrain) and 'Close Collaboration' (Dedicated Local Customer Teams) Are the Keywords

[Asia Economy Reporter Changhwan Lee] Hyundai Mobis announced on the 5th that it will proactively pioneer the electric vehicle module market by integrating e-powertrain into core automotive components and strengthen its sales organization dedicated to local customers to aggressively pursue global orders.

On the 6th (local time), Hyundai Mobis will unveil its mid-to-long-term global sales strategy under the theme "Mobility Move" at the media briefing of "IAA Mobility 2021" held in Munich, Germany.

IAA Mobility is one of the world's four major motor shows and is held in Germany.

At this motor show, Hyundai Mobis will reveal its strategy to establish itself as a global partner in the EV mobility sector by combining its core areas such as autonomous driving and connectivity with its electrification component portfolio.

First, based on its existing capabilities in automotive modules and core components, Hyundai Mobis plans to proactively pioneer the skateboard-type module market, which integrates the electrification component portfolio it has continuously secured. This is intended to create synergy by combining the core competencies Hyundai Mobis holds in these two sectors amid the rapid growth of the electric vehicle market.

Along with this, Hyundai Mobis will significantly strengthen customized sales activities specialized for local global markets. From understanding customer requirements to design, mass production, and quality, the entire process will be promoted at the local customer interface. Hyundai Mobis has started hiring executive-level local experts to oversee these activities for each customer locally and plans to expand this to about 20 people by 2023.

At IAA, Axel Maschka, Vice President and Head of Hyundai Mobis Global OE Sales Division, will present this global sales strategy. During the presentation, Hyundai Mobis is also expected to introduce various new technologies applicable to the future mobility era, from driving to charging.

Vice President Maschka said, "Hyundai Mobis will lead the electrified mobility market with a product portfolio that combines creativity and core competitiveness," adding, "In this process, we plan to expand organic partnerships with global automakers starting with Europe."

Through IAA, Hyundai Mobis will showcase more than 30 new electrification and autonomous driving technologies and intensify marketing by directly engaging with global customers on-site until the 12th.

Expanding from Existing Core Automotive Modules to Skateboard-Type Modules to Lead Electric Vehicle Mobility

Hyundai Mobis, which has secured world-class competitiveness in the three major core automotive module sectors, plans to target the electric vehicle market with skateboard-type modules as a mid-to-long-term growth engine.

The skateboard-type module is a form where electrification core components called the e-powertrain system are integrated into the chassis frame, which forms the vehicle's skeleton, offering the advantage of organically supplying according to the demands of global automakers.

This means securing the electric vehicle market with a large-scale platform product that integrates major core components such as steering and braking with various electrification components into the chassis frame, which occupies a large space in vehicles. Automakers can develop various future-oriented electric PBVs (Purpose Built Vehicles) based on this.

This strategy is possible because Hyundai Mobis currently possesses a core component portfolio applicable to all electrified vehicles, including electric vehicles, hybrid vehicles, and hydrogen electric vehicles. Representative systems include the drive system, power system, battery system, and hydrogen fuel cell system.

In fact, last year, eco-friendly vehicles equipped with electrified powertrains supplied by Hyundai Mobis exceeded 500,000 units. Since declaring its entry into the electrification core component market in 2009, Hyundai Mobis has supplied electrified powertrains to eco-friendly vehicles totaling 2 million units to date.

Operating Dedicated Organizations for Customized Global Order Activities... Providing Prompt and Close Service

Starting with Europe, Hyundai Mobis also operates key account management (KAM) teams dedicated to core customers in the four major global hubs: North America, China, and India. This will be expanded to Japan and other regions in the future.

The purpose of this organizational operation is to move beyond order activities centered on existing product groups to conduct integrated sales activities specialized for key customer groups. The company expects that it will be able to provide differentiated services at the customer interface throughout all stages of product development, from real-time understanding and rapid response to customer requirements to design, mass production, and quality management.

Recently, Hyundai Mobis hired executive-level local experts who oversee order activities dedicated to individual customers in Europe and North America. Hyundai Mobis plans to hire about 15 to 20 KAMs, who will play a role in promptly responding to customers based on final decision-making authority regarding major local issues.

Along with this, Hyundai Mobis will also localize research and development. It plans to significantly expand dedicated researchers for local customer-tailored responses at overseas research centers in North America, Germany, China, and other locations. Similar to KAM, this is to strengthen local R&D functions such as design and evaluation specialized for each customer.