HMG at IAA Mobility 2025: Redefining the Electrified Experience
- Hyundai Motor Group
- 2025.10.15
- 분량10min
- 조회수 2,662Views
Hyundai Motor Group returned to IAA Mobility after four years, signaling a fresh direction for the EV era. Here’s the on-the-ground feel from HMG’s presence at IAA Mobility 2025.
Hyundai Motor Group took part in IAA Mobility 2025 (Internationale Automobil-Ausstellung Mobility 2025, Munich) to lay out a new course for the age of electrification. IAA Mobility is one of the world’s largest mobility events. Evolving from one of the global “Big Three” auto shows—the Frankfurt Motor Show—it moved to Munich and now spans not only automobiles but a full spectrum of mobility, technology, and industry.
The theme for IAA Mobility 2025 is “It’s All About Mobility.” A total of 748 companies from 37 countries turned the entire city into a stage, from the fairgrounds to downtown streets. German Chancellor Friedrich Merz summed it up: “IAA 2025 offers an impressive overview of the innovative strength of the automotive and supplier industry in Germany and worldwide. The companies at the exhibition are showing how electromobility is becoming even more powerful, diverse, and attractive.”
Marking its first appearance at IAA Mobility in four years, HMG showcased a variety of forward-looking visions befitting a leader in electrification. Hyundai pulled the wraps off Concept Three, a world premiere that points to a new direction for small EVs. Kia presented a seven-model EV lineup that included the Concept EV2. Genesis used its Munich Studio to display performance-defining models like the GV60 Magma Concept and GMR-001 alongside the brand’s electrified range. Together, HMG put a concrete face on the EV future for Europe.
Hyundai Motor Company and Its Concept Three Signals a Wider EV Experience
Set within the IAA Open Space on Ludwigstraße, Hyundai’s 580 m² outdoor pavilion drew eyes with a design inspired by Parametric Pixel, a core IONIQ signature. It fit IAA’s push to extend beyond indoor halls and weave the entire city into a live event.
Under the global spotlight, Concept Three made its world debut. As the first small EV concept for the IONIQ sub-brand, it underscores Hyundai’s intention to extend the IONIQ lineup into compact segments. Europe’s transition from ICE to EVs is accelerating, and demand for hatchbacks remains high. Tailored to those market realities, Concept Three is poised to expand the IONIQ brand and broaden the EV experience.
As a marker for Hyundai’s next-generation electrification journey, Concept Three embodies the new design philosophy “Art of Steel”—a vision of practical, emotionally resonant mobility. Art of Steel is a design language that amplifies steel’s natural elasticity while celebrating the material’s innate strength and beauty.
You see Art of Steel throughout Concept Three’s generously sculpted bodywork. Wide, steel-forward surfacing visually conveys the resilience and curvature of metal, finishing in a refined impression with smooth, full volumes. Three-dimensional massing that flows from the C-pillar through the sides to the rear gives the car real presence. At panel junctions, razor-sharp character breaks dial up the dynamism and establish a signature look unique to Concept Three.
Details heighten the visual immersion. Rectangular rear speakers that recall exhaust outlets and spaceship-like lower cladding set the tone. In keeping with the “Aero Hatch” approach, a lemon-colored ducktail rear spoiler manages airflow while adding a sporty vibe. A new digital side-mirror treatment further sharpens aero efficiency.
Though compact on the outside, Concept Three maximizes usable cabin space, a key hook for European buyers who favor smaller cars. Inside, the design leans into the beauty of honest materials and fluid structures to deliver both physical and emotional comfort. Seats, door trims, the console, and the dash wrap the space with furnishings-like warmth, showcasing each material’s natural texture and character.
Debuting in Concept Three, the “BYOL (Bring Your Own Lifestyle) widget” is a fresh UX idea that centers the user. It lets drivers customize a wide range of drive-relevant functions to match their tastes, lifestyles, and needs—making the interface feel personal and intuitive.
Finally, Hyundai’s signature playfulness threads through the design. The shape-shifting character “Mr. Pix” pops up inside and out; hunting for the icon delivers little moments of delight while guiding visitors to discover the car’s design cues.
Hyundai also displayed sculptural art pieces inspired by Concept Three’s design: “The Essence,” which shows how steel’s strength, flexibility, and beauty translate into vehicle form; and “Furnished Lounge,” which reveals how soft materials can cocoon a robust structure to create an inviting interior. Both helped guests grasp the concept’s design intent.
In the Furnished Lounge, Hyundai showcased Hyundai AddGear, a mounting/attachment solution that lets users add and use various accessories with the vehicle—drawing eager crowds. Beyond Concept Three and the Insteroid concept, the booth featured the IONIQ 5, IONIQ 6 N, IONIQ 9, Kona Electric, and Casper Electric (sold locally as Inster) Cross, among others.
Test drives for Hyundai’s EVs also packed in guests. With IONIQ 5, IONIQ 5 N, IONIQ 6, IONIQ 9, Casper Electric, and Casper Electric Cross running, Hyundai highlighted both the depth of its EV lineup and the high interest among European shoppers. From Concept Three’s eventual production model to future EVs on deck, IAA offered a preview of how Hyundai plans to perform in Europe—the cradle of the automobile—and across the global EV stage.
Kia: A Tight, Full-Lineup Push for EV Mainstreaming
Kia set up a roughly 650 m² pavilion on Ludwigstraße within the Open Space, built around the brand theme “Windows of Inspiration” to keep the experience approachable and familiar.
To mirror that concept, the exhibit used mirrored installations that fused and contrasted inside and outside views—turning Munich’s streets into a living gallery. It juxtaposed Kia’s innovation-driven philosophy with Munich’s classic cityscape, aiming for tension and harmony in equal measure.
Visitors encountered LED mirror columns that reflected images of ginkgo, maple, and oak, creating a playful in-and-out spatial illusion. Autumn leaves symbolizing Munich, Kia’s brand colors (yellow and green), and rose of Sharon leaves (a Korean emblem) fluttered across the LED surfaces in response to movement. Real trees were placed indoors, and frame-like window installations spurred imagination.
Front and center, Kia showed the Concept EV2, PV5 Passenger, and EV5, backed by EV3, EV4, EV6, and EV9 for a seven-model EV lineup. Performance-oriented EV6 GT and EV9 GT shared the floor with design-focused GT-Line variants of the EV3, EV4, and EV5—underscoring Kia’s confidence as an EV leader that pairs performance with style.
The message: Kia is targeting EV mainstreaming across every mass segment. Of particular interest was Concept EV2, a preview of the upcoming global B-segment small SUV. Designed to broaden access to electrification, EV2 channels Kia’s design playbook into a compact footprint—a strong fit for Europe, where small SUVs are hot.
First shown at the 2025 Kia EV Day in Spain, Concept EV2 pairs a compact body with short overhangs and broad shoulders for a planted stance and a distinctive posture. Vertical Star Map signature lighting sets a forward-looking tone up front, while the rear emphasizes utility with a wraparound glass treatment.
The cabin—built around a “picnic in the city” lifestyle—balances urban daily life with downtime. A flat front floor with extended adjustability, front-rear sliding, and additional space unlocked by lifting the rear-seat cushions all underscore functional flexibility.
Accessory ideas abound: a seat-side extender for the bench seat, portable speakers, headrest-integrated speakers, and a pop-up luggage divider enrich urban leisure time. A window message light hints at mobility as a communication medium, not just transportation.
Materials tell a sustainability story. Composite mixes using wood, paper, and recycled fibers create a natural, soft touch while also considering biodegradability, weight reduction, and durability. If these ideas land as-is, they could meaningfully upgrade everyday experiences.
Another showstopper was EV5—Kia’s fifth dedicated EV—earning praise for segment-busting cabin room and versatility shaped by Opposites United, the brand’s design philosophy. Recently launched in Europe, it’s drawing attention from families seeking a right-sized SUV.
The PV5 Passenger also drew a crowd. Built on the PBV-dedicated E-GMP.S (Electric-Global Modular Platform for Service), it offers a spacious cabin and cargo area with multiple seating configurations. It’s a strong fit for mobility services, boosting user convenience while materially lowering operating costs—hence the local buzz as one of the most compelling EVs for service deployment.
Kia says PV5 was shaped by innovative moves from the very start to meet diverse customer needs—one reason both private buyers and mobility operators are leaning in. Through conversions that expand use-cases, expect tailored PV5 solutions to proliferate across logistics, services, and leisure.
At IAA Mobility 2025, Kia made its intent clear: set the direction for EV mainstreaming. By offering EVs across every segment and building out a broad PBV lineup led by PV5, Kia aims to catalyze change not just for consumers but across industries. The strategy—meeting global customers where they are and pulling down barriers to EV adoption—felt tangible on the streets of Munich.
Genesis: Signaling New Ground Through EV
Timed with IAA Mobility 2025, Genesis welcomed visitors to Genesis Studio Munich, embracing one of the brand’s core values—hospitality—by treating every guest as an 'honored visitor.'
At the center of the studio stood two performance standard-bearers: the GMR-001 hypercar and the GV60 Magma Concept—both poised for big things this year and next. As a design-driven performance brand, Genesis is preparing to launch its first high-performance production model, GV60 Magma. Next up: a factory program in the FIA World Endurance Championship hypercar class, with Genesis Magma Racing LMDh slated for 2026.
Genesis executives gathered at the Munich studio to unveil the brand’s future vision and asked fans to watch as the marque levels up into a luxury performance brand. Peter Kronschnabl, Head of Genesis Europe, said: “We’re delighted to invite show visitors to our Studio in Munich and offer test drives of our all-electric range at this year’s IAA Mobility. The debut of the enhanced GV60, GV60 Magma Concept and GMR-001 Hypercar in Germany reinforces our position as a design-driven performance brand, as well as offering a glimpse into an exciting new chapter of growth for Genesis. This begins with the global reveal of our first high-performance production model, GV60 Magma, which will take place in Europe later this year and closely followed by expansion into four additional European markets early next year.”
The studio’s floor leaned heavily into EVs—GV60, Electrified GV70, and Electrified G80—with test drives offered as well. The layout reflected Genesis’s intention to grow its European footprint through EVs. Genesis is currently active in Germany, Switzerland, and the UK, and plans to enter France, Italy, Spain, and the Netherlands in 2026.
Cyril Abiteboul, Head of Hyundai Motorsport and Team Principal of Genesis Magma Racing, also stopped by the studio. Fresh from logging over 500 laps of testing in the GMR-001 at Circuit Paul Ricard in France to prep for 2026, he emphasized the pace: “We continue to work at the traditional Genesis hyper speed in preparation for our FIA World Endurance Championship debut next year. We have hit numerous key milestones in recent weeks exactly as planned at the start of the year. As we approach the first race of the 2026 season in Qatar there is still a long road ahead, but we will continue to push ourselves to bring the team as much success as possible on the track.”
At IAA Mobility 2025, Genesis laid down a clear path as a design-driven performance brand. The GMR-001 hypercar and GV60 Magma Concept point to what’s next, while the displays and drives in GV60, Electrified GV70, and Electrified GV80 showed how Genesis intends to deliver a distinct luxury EV experience.
The plan to expand into four additional European markets in 2026 is part and parcel of this EV-first growth track. With motorsports on the horizon and a broader electrified lineup, Genesis is opening a new chapter.
Electrification Centered on People
In the end, HMG’s IAA Mobility 2025 presence distilled to a simple message: the future of mobility hinges on how deeply technology understands human life—and how positively it can change it. Hyundai’s “Concept Three” offers a fresh approach that turns the cabin into a reflection of personal lifestyle. Kia’s “EV mainstreaming” strategy lays the groundwork for innovation without barriers. Genesis’s “performance models” show how technology can craft a richer, more luxurious experience. Different targets, one through-line: technology should serve people.
And this isn’t just talk. By adding a small EV tuned for European tastes and offering EVs across every segment, HMG is listening closely to real customers and real markets—and acting. What HMG brought back to IAA after four years wasn’t just another set of new metal. It was a sincere commitment to set a new direction for technology in the era of electrification—and to reshape daily life for the better.
