

2025.01.21 Hyundai Motor Group
From November 21 to December 1, 2024 (local time), the 2024 Los Angeles Auto Show—the largest automotive exhibition on the U.S. West Coast—took place at the LA Convention Center. Marking its 117th anniversary, the LA Auto Show is recognized alongside Detroit's North American International Auto Show as a key event shaping trends in the North American automotive market. Hyundai Motor Group, encompassing Hyundai, Kia, and Genesis, also made its presence known, showcasing its vision for the electrified future and lighting up the stage with its innovative offerings.
At 2024’s LA Auto Show, Hyundai captivated attendees with the introduction of its electrified full-size SUV, the IONIQ 9, and the INITIUM fuel cell concept, solidifying its role as a game-changer in the era of electrification. Highlighting advanced electrification technologies, these models promise to redefine lifestyles with their innovative offerings. Built on Hyundai Motor Group's dedicated electric vehicle platform, E-GMP, the IONIQ 9 boasts an expansive interior and versatile functionality, setting a new benchmark for large SUVs. José Muñoz, Hyundai’s Global Chief Operating Officer (COO) and President of Hyundai and Genesis Motor North America, introduced the IONIQ 9 with confidence, stating, “Everywhere inside, you will feel a sense of well-being.”
The exterior design of the IONIQ 9 features Hyundai’s signature Parametric Pixel elements and an innovative *Aerosthetic Silhouette. This combination enhances the vehicle's aerodynamics, delivering superior performance compared to traditional large SUVs while showcasing a sleek, smart, and modern aesthetic.
*Aerosthetic: A fusion of "Aerodynamics" and "Aesthetics," emphasizing the harmonious blend of form and function.
Following its official debut in Korea in 2024, the IONIQ 9 will expand its market footprint to include the United States, Europe, and beyond. The fact that U.S. models will be locally produced at the Georgia plant has undoubtedly captured the attention of American customers.
The INITIUM fuel cell concept provides a glimpse into the design direction of Hyundai’s next-generation passenger hydrogen fuel cell vehicle, slated for release in the first half of this year. The concept incorporates Hyundai’s new design philosophy, Art of Steel, celebrating the resilience, elasticity, and elegance of metal. Its lamp design integrates symbolic elements inspired by Hyundai’s hydrogen value chain initiative, HTWO, underscoring the unique identity of hydrogen-powered vehicles. This thoughtful design highlights Hyundai’s dedication to hydrogen mobility and sustainability.
Hyundai put a spotlight on the allure of electric and high-performance vehicles at the LA Auto Show. Visitors were invited to experience IONIQ 5 N and IONIQ 6 through on-site ride-alongs, while the N Brand/Motorsports Zone showcased performance models like the IONIQ 5 N, Elantra N (Avante N), Sonata N Line, Kona N Line, and Tucson N Line. With a total of 42 vehicles on display, including hybrids like the Sonata Hybrid and Santa Fe Hybrid, Hyundai offered a diverse and engaging lineup for attendees.
Hyundai’s Santa Fe has been named a finalist in the Utility Vehicle category for the 2025 North American Car, Truck, and Utility Vehicle of the Year (NACTOY) awards. Often called the "Oscars of the automotive industry," the NACTOY awards are among the most prestigious in the field. The ultimate winners was revealed on January 10 of this year.
Kia unveiled the EV9 GT at the center stage of the 2024 LA Auto Show, making a bold statement about its commitment to electrification. Already a favorite in the North American market, the EV9 earned the prestigious 2024 North American Car of the Year (NACTOY) award in the SUV category earlier 2024, solidifying its reputation for exceptional quality. EV9 GT builds on this legacy with a performance-focused design, delivering an impressive 508 horsepower for dynamic driving. Its sporty design elements—GT-specific front and rear bumpers, unique wheels, and neon-colored brake calipers—further enhance its distinct identity.
Kia plans to launch the EV9 GT in the South Korean market in the first half of this year, followed by a global rollout, including North America, in the second half. Speaking about the EV9 GT, Steven Center, COO of Kia America, remarked, “EV9 GT includes all those wonderful elements while amping up the fun factor significantly. This new halo trim is set to spark the hearts of driving enthusiasts who still need the practicality of a six-passenger SUV. You can have your cake and eat it too!”
At the LA Auto Show, Kia also presented the refreshed EV6, showcasing its growing strength in the EV segment. Alongside the EV9 GT, Kia displayed 26 vehicles, including models like the Telluride, Carnival, and concepts like the EV9 ADVNTR and PV5 WKNDR. Attendees were treated to hands-on test drives of the EV6 and EV9, as well as a demonstration of V2H (Vehicle to Home) technology, which enables vehicles to power home appliances. Kia’s comprehensive exhibit reinforced its unwavering commitment to electrification.
Kia also aims to bolster its presence in the North American SUV market with the introduction of 2026 Sportage, an updated version of its fifth-generation model. The Sportage, a cornerstone of Kia’s success in the region, will be available with a lineup of powertrains, including a 2.5L gasoline engine, 1.6L turbocharged hybrid, and 1.6L turbocharged plug-in hybrid.
Additionally, the Kia K4 has been named a finalist for the 2025 North American Car of the Year (NACTOY) award in the passenger car category. Kia has previously won the SUV category with models like the Telluride (2020), EV6 (2023), and EV9 (2024).
The Genesis brand showcased its refreshed GV70 and electrified GV70 models, both slated for a North American launch in the first half of this year. Staying true to Genesis’s design philosophy of “Athletic Elegance,” these models feature updates like the new G-Matrix pattern Crest Grille and *MLA headlamps, which add a sophisticated flair to their aesthetics.
*MLA (Micro Lens Array): A cutting-edge manufacturing technology that reduces the size of traditional projection unit modules, allowing for thinner headlamp designs.
Genesis also displayed its full lineup, including the G70, G80, G90, GV60, GV80, and the GV80 Coupe. Alongside these, the brand introduced the GV60 Magma Concept and its accompanying Magma Gallery, highlighting Genesis’s ambition to expand into high-performance segments. Genesis also revealed plans to enhance its customer experience by expanding its U.S. sales network.
Genesis currently operates 60 retail locations across the U.S. and 30 in Canada. It also plans to open a dedicated design center, Genesis Design California, in El Segundo, Los Angeles County, this year. This state-of-the-art facility will feature a CMF studio, a library, personal workspaces, and outdoor areas inspired by traditional Korean gardens and Southern California’s natural landscapes. The goal is to foster creativity and produce vehicles that deliver an immersive, customer-focused experience.
Hyundai Motor Group demonstrated its dedication to providing innovative, customer-centric mobility solutions at the 2024 LA Auto Show. By showcasing cutting-edge technology and superior vehicle quality, HMG satisfies its customers and further improves its brands. The group’s continued success in the North American market promises even more exciting developments in the years to come.
Hyundai Motor Group at the Seoul Mobility Show
2023.04.21 11min read