President and CEO José Muñoz of Hyundai Motor said, "The importance of the Korean market is growing," noting, "We plan to gradually increase investment not only in vehicle development but also in technologies such as Robotics, Autonomous Driving, and software-defined vehicles (SDV)."
Muñoz met with reporters at the "2026 Busan Mobility Show" held at the Busan Exhibition & Convention Center (BEXCO) on the 26th and said, "To achieve the vision of 'progress for humanity' that Hyundai Motor Group Chairman Chung Eui-sun mentioned, the role of the Korean market will rise further."
Earlier, Hyundai Motor Group said it would invest 125 trillion won in Korea over five years through 2030. Citing this plan, Muñoz said, "It is important (for the Korean market) because it also serves as a base to export the know-how and technology we have."
Regarding Chinese companies' low-price offensive, the plan is to respond with a "customer experience"-centered strategy. Muñoz said, "We are focusing on creating an excellent customer experience, not just price," adding, "In this respect, payment services, residual value, and service act as very important factors."
Muñoz added, "If a customer owns Hyundai Motor, we are working to give the impression they receive 'the best of the best' service," and "We will clearly be able to provide advantages in payment services, along with strengths in design and performance."