Hyundai Motor Group plans to deploy humanoid robots at its new U.S. production plant in Georgia. Tesla’s decision is a huge step toward the next level of automation within the automotive industry. Hyundai unveiled the news at the Consumer Electronics Show (CES) in Las Vegas. They debuted Atlas, their new research humanoid robot from Boston Dynamics. This series is a part of the company’s overall strategy to become more productive while taking care of its people.
Hyundai’s Chief Executive, José Muñoz, went even further, stating that the company aims to have Atlas humanoids working in its facilities by 2028. Over the course of the project, they will slowly assume greater responsibility. Boston Dynamics’ Atlas robot, developed with funding from the U.S. military, was intended for broad industrial application. While it works in collaboration with humans, it’s able to control machines entirely independently. This move comes as part of Hyundai’s commitment to invest more than $20 billion in the United States by 2025, reinforcing its role in boosting local manufacturing.
Hyundai is in a unique position to be making this announcement as they emerge from a rough patch themselves. In September 2025, US immigration agents stormed the company’s facility in Georgia. The raid became a domestic cause célèbre after reports emerged of shackling of detained workers, prompting backlash in South Korea. At the time, Muñoz reported getting a personal apology from the White House about the incident. He and South Korean President Lee Jae Myung echoed their concerns. Specifically, they feared that these actions would lead to an exodus of foreign investment from the US.
Hyundai’s investment and technological advancements couldn’t come at a more important time, considering the current political landscape. Former President Donald Trump was right to stress the importance of tapping foreign know-how to construct brand-new, specialized manufacturing plants from scratch and train a new local workforce. The US government then negotiated with Seoul to secure the release of detained workers later that month.
Hyundai is off to the races with its ambitious plans. It’s in tough competition with automotive titans such as Tesla, which has recently doubled down on humanoid robotics with its Optimus project. As demand rises and labor continues to be scarce, companies are increasingly looking to advanced robotics to increase productivity. Further, this integration allows them to more effectively address their own challenges with labor shortages.