2024.07.24 Hyundai Motor Group
Hyundai Motor Group at the 2024 Busan Mobility Show
At the 2024 Busan Mobility Show, Hyundai Motor Group made an impressive impact. Let’s take a look at the dynamic presence of Hyundai, Kia, and Genesis in Busan.
The Busan Mobility Show, a significant event in the domestic automotive industry, kicked off with a press day on June 27 and ran until July 7 at BEXCO in Busan. This year marks the 12th iteration of the event, previously known as the Busan Motor Show, now rebranded to reflect its evolution into a future-oriented mobility show. The theme for this year’s Busan Mobility Show was ‘The Center of the Next Mobility World.’
During the show, Hyundai Motor Group showcased its vision for electrification and future plans across its brands—Hyundai, Kia, and Genesis. The exhibition halls for each brand were not just displays of vehicles but immersive experiences that allowed visitors to deeply engage with the future of mobility. Here’s a closer look at Hyundai Group’s standout presence at this year’s show.
Hyundai – Beyond EVeryday
Hyundai’s exhibition at the Busan Mobility Show was themed “Beyond EVeryday,” symbolizing a journey toward a new tomorrow and a sustainable future. Hyundai unveiled the Casper Electric to the world for the first time and showcased a lineup of electrified mobility including the IONIQ 5, IONIQ 6, ST1, Xcient Fuel Cell Truck, N Vision 74, and the futuristic Urban Air Mobility concept SA-2.
The highlight of the Hyundai booth was the Casper Electric, which drew significant attention for its potential to accelerate the popularization of electric vehicles. The first noticeable difference in person was the size. The Casper Electric is 230mm longer and 15mm wider than the original Casper, with an extended wheelbase of 180mm providing more legroom in the rear seats. This increase in size greatly enhances both the vehicle's space utilization and passenger comfort.
The Casper Electric’s appeal doesn’t end with its dimensions—it’s also notable for its high level of completion as an electric vehicle. Hyundai equipped the Casper Electric with a 49kWh battery, achieving a maximum range of 315km on a single charge. Additionally, the vehicle features both interior and exterior V2L (Vehicle-to-Load) capabilities, allowing the use of 220V power both inside and outside the vehicle. This functionality enables a variety of activities that were previously unimaginable in a compact electric vehicle, encapsulating numerous new values in a single model.
Additionally, at the Busan Mobility Show, Hyundai introduced HTWO, the hydrogen value chain business brand of Hyundai Motor Group, and unveiled the comprehensive hydrogen business solution, HTWO Grid. HTWO Grid integrates solutions for hydrogen production, storage, transportation, and utilization, leveraging the capabilities of various affiliates within the Group. By connecting all aspects of the hydrogen industry value chain, from production to application, the goal is to drive growth across the entire hydrogen business.
Focusing on the hydrogen mobility era, Hyundai’s exhibition becomes even more intriguing. For instance, public mobility concepts such as ‘Space Mobility’ and ‘Space Pavilion’ offer a glimpse into the hydrogen mobility era. Hyundai also transformed the Xcient Fuel Cell Truck into the ‘Xcient Arcade’ playground for children, where they could learn about hydrogen electricity principles through both Roblox and offline games. This area is designed to convey the importance of hydrogen mobility to the future generation.
Meanwhile, ‘N Street Busan’ was held in the outdoor parking lot of BEXCO, marking the first N brand event in Busan. N Street Busan featured various programs such as the ‘N Customize Shop,’ where visitors could create custom N goods, and ‘N Gymkhana Taxi,’ where families could experience N cars firsthand. These activities made it a family-friendly event, emphasizing that the high-performance N brand is not just for enthusiasts but also for families.
Hyundai prepared a variety of engaging content that exceeded visitors' expectations at the Busan Mobility Show. A visit to the Hyundai exhibition could increase anticipation for the new mobility era that our future generations will enjoy.
Kia: Movement on Future Mobility
Kia's exhibition concept for this year's Busan Mobility Show was “Customer-Centric, Human-Centric, Moving Towards a Better Tomorrow.” This reflects Kia’s direction of broadening customer choices with new mobility options. The layout of the exhibition hall naturally conveyed this theme, guiding visitors from current models to upcoming releases.
On the right side of the exhibition hall, Kia showcased current models like the EV6, EV9, and Sorento Hybrid. These models represent Kia’s present. Behind them was the ‘Family Zone,’ created in collaboration with Disney to bring the world of the animated movie Inside Out 2 to life. This area was a great place for families visiting the Kia exhibition to enjoy various events and relax.
The center of the Kia exhibition featured the “The Kia Tasman” and the EV3, both covered with a unique camouflage inspired by the wild beauty of Australian landscapes. This was the first public reveal of the Kia Tasman, which Kia plans to launch in domestic and global markets starting in 2025 to cater to customers who enjoy outdoor activities.
The “EV3 Zone” was another popular area, where visitors could see the EV3, set to launch in July, and explore its various features. This zone included an NBA team display theme simulator available through the Kia Connect Store. Additionally, a large kiosk provided quick access to the EV3’s features and essential information. Behind the EV3 Zone was the “EV3 Neon Art Zone,” a collaboration with neon artist Yoon Yeo-jun, showcasing neon art that reflects the new and special experiences the EV3 will bring to daily life.
The left side of the Kia booth was dedicated to the PBV Zone. Here, Kia unveiled its first dedicated PBV model, the PV5, along with the small PV1 and the large PV7, which form the foundation of Kia’s PBV lineup. The exhibition setup allowed visitors to easily understand the roles each model would play. The PV5, set to launch in 2025, is designed for urban environments with spacious interiors suitable for various business applications like hailing and last-mile delivery.
The PV1, with its driving module that minimizes turning radius in tight spaces, is optimized for short-distance urban logistics. The PV7, offering the most extensive space and longest driving range in the lineup, is ideal for long-distance logistics. One notable feature is the Easy Swap technology, which allows for the replacement of the rear module for different purposes, making a single vehicle versatile for various uses. This flexibility makes PBVs an optimal business solution.
At this year’s Busan Mobility Show, Kia showcased the EV3 at the center while also generating excitement for the future with the Kia Tasman and PBVs. We look forward to seeing how Kia will shape future lifestyles with its mobility solutions.
Genesis – A Harmonious Fusion of Futuristic Innovation and the Warmth of Korean Hospitality
Genesis clearly outlined its future direction at this year’s Busan Mobility Show by showcasing the NEOLUN concept, an ultra-large electrified SUV, for the first time in Asia and debuting the Genesis X Gran Racer Vision Gran Turismo Concept, signaling its expansion into the high-performance segment.
Firstly, the NEOLUN concept combines the meanings of ‘Neo’ (new) and ‘Luna’ (moon), symbolizing its unique design philosophy. Like Korea’s traditional moon jars, which are valued for their simplicity and timeless elegance, the NEOLUN concept embodies a calm yet sophisticated aesthetic. The ‘Midnight Black & Majestic Blue’ two-tone color scheme, reminiscent of the tranquil yet refined ambiance of a Korean night, accentuates its grand yet graceful presence.
Inside, the NEOLUN concept reinterprets the Korean hospitality tradition of respecting and sharing warmth with guests in a modern context. This fusion of futuristic innovation and Korean hospitality sets Genesis apart from other luxury vehicles. Features like the pillarless coach door structure and the spacious interior, made possible by the long wheelbase, ensure comfort and relaxation for passengers.
The updated electrified G80 model, set to launch domestically in August, also drew considerable attention from attendees. The new model retains the dynamic yet elegant style of the original G80 electrified model while refining key design elements such as the bumpers and lamps, showcasing the maturity of Genesis's design language. The extended wheelbase, which is 130mm longer than the previous model, provides an impressively spacious interior, further enhancing its appeal.
Unlike most derivative electric vehicles that share the same body as their internal combustion counterparts, the updated electrified G80 model boasts an extended wheelbase, adding a more three-dimensional allure. This adjustment caters to a market seeking a quieter, more spacious, and more luxurious G80 electrified model. Additionally, various convenience features have been added. Options now include power-reclining independent seats and Ergo Motion seats in the second row, along with an easy-close system that allows doors to be conveniently closed with the push of a button.
The Genesis X Gran Racer Concept is part of the 'Genesis Magma' program, signaling the brand's venture into the high-performance sector. Genesis Magma is a new initiative aimed at 'high-performance luxury,' with the goal of developing high-performance models based on the current lineup. The objective is to maximize the quality and performance of the base models, creating vehicles that customers will most desire to own.
The Genesis X Gran Racer Concept is set to captivate gamers worldwide. This new game model, inspired by the 'X Gran Berlinetta Concept' unveiled in Barcelona, Spain, last December, transcends accessibility barriers, offering a consistent digital experience to car enthusiasts globally.
Since 2022, Genesis has been an official partner of the globally renowned digital racing game 'Gran Turismo.' They have showcased various models within the game, including the Genesis X Gran Berlinetta Concept, Genesis X Concept-based GR3 Concept, and the G70-based GR4 GT. The Genesis X Gran Racer Concept is expected to deliver Genesis' allure to countless gamers in the digital realm.
As we have seen, Hyundai Group has clearly demonstrated its vision at the 2024 Busan Mobility Show. Hyundai is advancing into the era of electrified mobility and hydrogen, Kia is showcasing the lifestyle of the PBV era, and Genesis is combining futuristic innovation with Korean hospitality. This ability to convey a clear narrative shows that Hyundai Group has long been preparing for the era of electrified mobility. These plans, which have been made with the distant future in mind, are exciting for us. What vision will Hyundai Group surprise us with next? This is why we eagerly anticipate Hyundai Group's future moves.
Photography by Cho Hyuk-soo
