Hyundai Motor Group has particularly ambitious plans to roll out human-like robots at its new manufacturing plant in Georgia. This action reinforces their bold leadership in recognizing the value of advanced automation and transformational technology. This new initiative aligns with the company’s overall investment strategy. By 2025, the company said it would invest more than $20 billion in the United States. The investment underscores Hyundai’s support for efforts to enhance domestic manufacturing, as outlined by President Donald Trump’s administration.
The debut of the new humanoid robots is just one part of a larger plan to enhance Hyundai’s manufacturing potential. At last week’s Consumer Electronics Show (CES) in Las Vegas, the automaker introduced Atlas. We weren’t surprised that this amazing new humanoid robot was created by Boston Dynamics. Atlas is purpose-built for widespread industrial use and is expected to start commercial operation in 2028. Not only will it work alongside human workers, but it will work independently across a fleet of machines.
José Muñoz, Hyundai’s chief executive, expressed confidence that this technological advancement will elevate the company’s manufacturing processes. Yet these robots are only the stars of the show as part of a much larger strategy. This strategy further prioritizes increasing car manufacturing in the U.S. and doubling down on autonomous driving technology and artificial intelligence (AI). Recent power sector challenges should drive home the point that there’s an urgent need to maintain a positive environment for foreign investment, according to Muñoz.
In late September 2025, U.S. immigration enforcement officers stormed Hyundai’s factory. This move caused widespread outrage as many of the labor activists were arrested. Eyewitness testimony was horrific, including workers being shackled at the ankles, which caused widespread protests and anger within South Korea. We were glad to see the White House make a quick response to the incident. They did, however, personally apologize to Muñoz for what had occurred.
That uproar from the raid led to a flurry of negotiations among Hyundai, Washington and South Korean officials. Through intense discussions, these talks resulted in a settlement of the case and release of the detained workers. Muñoz had warned that these kind of raids would hamper future foreign investments. He underscored the important line that regulators must walk in understanding the need to enforce regulations while ensuring a business-friendly environment.
From the looks of things, Hyundai is all in—full speed ahead—with its ambitious plans. This new use of Atlas robots is an exciting time for the company’s operations and for the future of advanced manufacturing in America. By welcoming innovative automation technologies into their operations, Hyundai hopes to maximize productivity and combat familiar workforce issues.