Transitioning from Aircraft Development to Commercialization
Leadership Change and Interim Review of Business Direction
Adjusting Pace in Anticipation of Market Opening Timing
Hyundai Motor Group is replacing the head of its Advanced Air Mobility (AAM) business and transitioning to a new phase of operations. Supernal, Hyundai Motor Group's independent U.S. corporation dedicated to the AAM business, has completed its first milestone in developing electric vertical take-off and landing (eVTOL) aircraft and plans to accelerate preparations for the era of full-scale commercialization.
According to industry sources on August 28, Supernal successfully conducted its first urban air mobility (UAM) technology demonstration flight in California, United States, in March. Although the test flight of the 'S-A2' developed by Supernal was a tethered test for safety purposes with the aircraft secured to the ground, a company representative explained that it was significant in confirming the completion of the design, manufacturing, integration, and flight of the prototype under development.
Supernal has previously announced plans to complete the development, manufacturing, and demonstration flights of its eVTOL aircraft this year, and to begin small-scale mass production starting in 2028. The development goal for the 'S-A2' aircraft is to carry up to five passengers, flying at an altitude of 400 to 500 meters at a speed of 200 kilometers per hour.
With the fundamental aircraft technology development now largely complete, Hyundai Motor Group is beginning preliminary work to prepare for the era of full-scale commercialization. However, there are also projections that the full opening of the AAM market may be delayed compared to initial expectations, leading to interpretations that Hyundai Motor Group's leadership change is a move to adjust the pace of the business. While most companies have anticipated AAM commercialization by 2028, the industry consensus is that more time is needed not only for aircraft technology development, but also for building infrastructure such as vertiports and establishing regulatory frameworks.
In the short term, Hyundai Motor Group plans to focus on securing technological stability and establishing legal and regulatory environments. In the mid to long term, the company will begin phased preparations for the commercialization of the AAM business. To this end, Hyundai Motor Group will recruit new leadership with expertise in business development and operations, and conduct interim reviews to ensure business viability. Recently, Supernal also adjusted its workforce as part of a business direction realignment. In June, Supernal reduced its staff by about 8 percent of its total workforce.
On this day, Hyundai Motor Group announced that Jaewon Shin, who has served as head of Hyundai Motor and Kia AAM Division and CEO of Supernal, will be appointed as an advisor. Since joining Hyundai Motor Group in 2019, Shin has focused on securing the core performance of the aircraft, including propulsion systems, structural analysis, aerodynamics and noise, and control logic. Going forward, he is expected to continue advising on enhancing the technical completeness of the aircraft under development at Supernal, as well as on responding to global aviation regulations, certification processes, and expanding collaborative networks.
In an email to Supernal employees, Shin stated, "Hyundai Motor Group's AAM business has entered a new phase, and new leadership is needed to carry it out more effectively." Until a new head is appointed, Supernal will be operated under the interim leadership of David Rothblatt, the current Chief Operating Officer (COO) in charge of business development.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
