Hyundai Motor Group is already taking significant steps towards innovative manufacturing processes. That’s exactly what they plan to deploy in their factories beginning in 2028. The company aims to integrate Atlas robots, developed by Boston Dynamics, which are designed to operate alongside human workers and autonomously manage machines. This project is a clear demonstration of Hyundai’s continued commitment to increasing productivity through automation and advanced technology in the automotive manufacturing sector.
The unveiling of Atlas took place at the Consumer Electronics Show (CES) held in Las Vegas, where Hyundai showcased the robot’s capabilities. Atlas has been purpose-built for any industrial use. Once deployed across the factories, it’ll improve processes and fine-tune efficiencies. José Muñoz, Hyundai Motor Group’s global chief executive, said that this technology would be critical for the company to deliver on future production requirements.
In tandem with the introduction of robotics, Hyundai Motor Group plans to invest significantly in autonomous driving technology and artificial intelligence (AI). The automaker has plans to increase production of their vehicles in the US. For all of 2025 they have already committed at least $20 billion of investment! This investment further supports the Administration’s economic ambition to build a strong domestic manufacturing base. Former President Donald Trump was not wrong to stress this vision.
Sadly, recent events have dampened the spirit surrounding these plans. In September 2025, U.S. immigration officers raided a Hyundai Motor Group plant, resulting in the arrest of hundreds of workers, including at least 300 South Korean citizens. President Lee Jae Myung and José Huizar were equally perturbed. In response, they express concern that similar retaliatory actions would push foreign investment out of the U.S. market altogether.
In response to the outcry against the raid, the White House moved very quickly, providing a damage control pivot of sorts. They called José Muñoz to apologize for the mishap. In response to global pressure, Washington and Seoul reached a deal to free the noncombatant workers. The purpose of this move was to inspire confidence in foreign investors.
The competitive landscape, too, has seen dramatic changes for humanoid robots. Under the direction of Tesla’s CEO Elon Musk, the company has put an enormous amount of resources into their own humanoid robot, called Optimus. Firms such as Hyundai and Tesla are going deeper into cutting-edge robotics. Yet this exploration promises to reshape the automotive industry—to upend the standards of manufacturing excellence and rewrite the dynamics of the workforce.