Hyundai Motor Group recently released big plans to install human-like robots in its factories by 2028. The company unveiled Atlas, a humanoid robot developed by Boston Dynamics, at the Consumer Electronics Show (CES) in Las Vegas on Monday. Hyundai’s U.S. production is primarily for U.S. consumption—including all of its new, hot-selling electric Ioniq 5s. They’re not doing it alone, with HUGE investments in autonomous driving technology and artificial intelligence.
The launch of Atlas is a major turning point in Hyundai’s manufacturing strategy. Purpose-built for industrial environments, Atlas will assist humans on the factory floor and be able to autonomously operate a wide range of equipment. This smart factory strategic initiative is in furtherance of Hyundai’s long-term strategy to improve efficiency and productivity throughout its manufacturing operations.
Hyundai’s chief executive, José Muñoz, emphasized the importance of robotics in the company’s future operations. As an example he noted that the Atlas robots will soon begin performing more complex tasks. This will occur as they start getting baked into the production ecosystem. It’s clear that Hyundai is committed to being an industry innovator. This new move further demonstrates their continuing commitment to creating a broader, more inclusive, and technologically-savvy workforce.
Indeed, in recent years, Hyundai has invested more than $20 billion (£15.5 billion) into the U.S. This investment holds the potential to strengthen the manufacturing wave that former President Donald Trump once dreamed of. This historic investment further illustrates Hyundai’s long-term commitment to the American market and will to create jobs on American soil.
This leaves Hyundai’s sweeping investment plans with some major roadblocks. When U.S. immigration enforcement officers raided a Hyundai plant in September 2025 and arrested hundreds of workers, it threatened to sink the company’s efforts. Among those arrested were at least 300 citizens of the South Korean Republic. In the aftermath of the incident, Muñoz found himself on the other end of a personal call from the White House. They acknowledged that the raid was wrong and apologized. Muñoz and South Korean President Lee Jae Myung sounded a cautionary note. They warned that such moves would drive away foreign investment in the U.S.
In spite of all these hurdles, Hyundai continues to double down on its future foresight. The company’s concurrent focus on humanoid robots reflects a broader trend, as other tech giants like Elon Musk’s Tesla are investing in similar technologies, including their humanoid robot named Optimus.
An agreement between Washington and Seoul has made immigration difficulties moot. This development has allowed Hyundai to return its attention to its growth plans. The introduction of Atlas and other robotic technologies is expected to play a crucial role in shaping the company’s manufacturing landscape over the coming years.