Hyundai Motor Group, the South Korean automotive behemoth, is planting big seeds. They’re rolling out these human-like robots into their factories by 2028! This new initiative aims to do the opposite, increasing production efficiency. It is equally crucial to an overarching investment strategy aimed at modernizing place-based manufacturing processes. Hyundai introduced the 1.8-meter robot to the world at the Consumer Electronics Show (CES) in Las Vegas on Monday. This remarkable anthropomorphic robot was created by Boston Dynamics.
Hyundai’s chief executive, José Muñoz, emphasized the importance of integrating advanced technology into the company’s operations. Atlas’s capabilities underscore its general industrial purpose — to be an advanced industrial robot. Complementary to humans, it will autonomously oversee machines and eventually assume greater responsibilities at Hyundai factories. This advancement is a major breakthrough in moving towards automating the production of these items and freeing business from needing to pay human workers for labor.
Beyond robotics, Hyundai Motor Group has extensive plans to dramatically increase its auto production in the U.S. The company has a pledge to invest more than $20 billion (£15.5 billion) in the US by 2025. This investment will enable it to develop its manufacturing base and footprint in North America. This investment will focus on advancing autonomous driving technology and artificial intelligence (AI), aligning with global trends in the automotive industry.
This was largely due to recent events signaling a growing hostility towards foreign investment in the US. José Muñoz on the raid by US immigration officers at a Hyundai plant in Mississippi in September 2025. His statements highlighted their likelihood of exposure to the considerable dangers foreign companies are apt to encounter. The raid resulted in the arrest of 800+ workers, sparking an immediate outcry throughout South Korea. In an effort to assuage the concern, both Muñoz and Hyundai’s President, Lee Jae Myung, publicly criticized it, warning of its negative effects on foreign investment.
Actions like this one, Muñoz cautioned, will drive away future foreign investments in the US. This is particularly acute for firms such as Hyundai, who are chomping at the bit to increase their footprint in the global marketplace. The standoff is a symptom of deeper national fears over workforce development and immigration policy that might fail multinational companies.
Hyundai is taking a very progressive step by investing in Atlas and other advanced technologies. That speaks volumes to their serious commitment to continuing to lead innovation in the automotive sector. The company is looking to lead the way as more robotics and artificial intelligence automation comes of age. Most intriguing of all will be how these innovations affect factory job functions and shape the fortunes of Coca-Cola’s operation.