Earlier this month, Hyundai Motor Group made headlines with their announcement to roll out AI-powered, human-like robots in factories by 2028. On Monday, the automaker announced the Atlas at the Consumer Electronics Show (CES) in Las Vegas. This incredible humanoid robot, Atlas, was created by Boston Dynamics. This action serves as a powerful sign of a larger pivot to automation in domestic manufacturing. The Atlas robots, created for general industrial use, are meant to operate directly with humans and can independently operate machines.
Hyundai’s chief executive, José Muñoz, emphasized that the company would invest over $20 billion in the United States by 2025. This one-time investment helps bolster domestic manufacturing. Its goals are indeed laudable, but it notably supports initiatives that former President Donald Trump once similarly proposed. Muñoz expressed dismay over a recent raid of a Hyundai plant in Georgia. He cautioned that such actions could drive away foreign direct investment into the U.S. market.
The raid occurred in September 2025, where U.S. immigration officers arrested hundreds of workers at the Hyundai facility, including at least 300 South Korean citizens. After this incident created a tremendous public outcry in South Korea, including stories of workers specifically being shackled during these arrests, after global outcry, Washington and Seoul caved and agreed to free the imprisoned workers. The White House went so far as to reach out to Muñoz directly to apologize for the incident, a sign of just how serious the mistake was.
Aside from the emphasis on robotics, Hyundai is increasing its automobile manufacturing base in the U.S. The company’s grand plan would put $200 billion to invest in autonomous driving technology and artificial intelligence (AI). Muñoz stated that the introduction of Atlas robots will allow Hyundai to gradually delegate more tasks to automation, enhancing efficiency and productivity within its manufacturing processes.
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Hyundai sees these humanoid robots as essential collaborators to human workers. Their overarching ambition is to be able to produce their content in a more nimble, streamlined production context.