Hyundai Mobis ‘Embili’ self-driving car, one of the 10 largest in the world. Kia was more built on the K9. (Photo: Jidinnet Korea)

“We will make this year the year of securing future market leadership.”

Jung Sun, senior vice president of Hyundai Motor Group, said in his New Year’s address on January 2. His will is to lead the way in securing the competitiveness of the market for eco-friendly vehicles such as aviation mobility, electric vehicles, and autonomous vehicles.

However, hyundai motor group, which expressed hope for the future market due to the Corona 19 crisis, needs to look at the current state of vehicle production and pay attention to the prevention of infectious diseases by employees in factories around the world. Furthermore, if the country’s corona19 situation worsens, it is important to consider the possibility of shutting down part of the plant.

Even senior Vice President Jung-sun’s conviction swells with mixed voices of concern that it is unlikely to be realized in less than a few months. Even at the Minister of Industry’s automotive industry conference held on 21 June, there was a common voice in the industry that liquidity should be secured for the survival of reality rather than the future automotive market.

More broadly, however, there is an analysis that the South Korean automotive industry has still hope disputing the post-Corona 19. In spite of the difficult situation, domestic car makers are actively launching new vehicles, achieving more than expected results, and self-driving car start-ups, which are united by domestic technicians, are attracting investment in a series of future car industry, which analysts say has higher expectations than any concern. [편집자주]

■Car sharing strike is inevitable, and autonomous vehicle industry is possible as much as an internal combustion engine

In a meeting with reporters, Oh Won-seok, chairman of Korea FT and Chairman of hyundai Kia Motors Cooperation Association, shared his thoughts on the future car industry during a meeting with the Minister of Industry at a meeting of the korean automobile industry on 21 March.

Mr. Oh said the concerns of the automotive industry in the current Corona 19 situation were to ensure liquidity. His view is that if liquidity is not achieved, the automotive industry will have to collapse due to Corona 19.

In recent years, some finished car manufacturers have been enabling “untapped” transactions that allow employees and customers to trade vehicles without contacting each other. The era has come when you can purchase as many vehicles as you can with just a web connection such as a smartphone.

While some in the industry believe this could help future car sales, Mr. Oh, one of the chief executives of the parts industry, disagreed.

“In fact, if consumers want to buy a car, they need to check the car in the field and look at the pros and cons through the test drive,” he said, “but if untapped transactions are activated without this process, consumers cannot go through the necessary process esplanade to purchase a vehicle, and this does not promote liquidity in the automotive industry right now.”

Here, he mentioned the autonomous vehicle industry and the sharing economy. His view is that while the car-sharing market, which requires an unspecified number of years, may be in a recession if the Corona 19 situation is prolonged, the self-driving car industry is bound to have a wide range of uses.

“Some people argue that autonomous vehicles should be driven by electric vehicles, but we are confident that we can use existing internal combustion engine vehicles or hybrid vehicles to create autonomous vehicles,” Oh said.

A draft of ethical guidelines has been drafted to help self-driving cars. Pictured is the first car in Korea by the Ministry of Land, Infrastructure and Transport to demonstrate autonomous driving public transportation.

■Vehicles equipped with the latest technology achieve new record number of contracts in a row

The automotive industry is analyzing the pros and cons of the future automotive market in the corona 19 situation, but the domestic car contracts at this point are hopeful. Each vehicle it offers has a new contract record, which is comforting the automotive industry in the Corona 19 situation.

This year’s Renault Samsung XM3, Korean GM Trailblazer, Kia’s fourth-generation Sorento, Genesis GV80, Genesis G80, and Hyundai’s 7th Generation Avante are among the cars that are attracting a lot of attention.

What these models have in common is related to future technology. In cooperation with SK Telecom, Renault Samsung has teamed up with T-map navigation at the smartphone level to be equipped with genuine navigation for the vehicle. In recent years, the company has expanded its connectivity range by offering navigation for QM6 and SM6 dealer options.

In particular, the XM3 has enhanced the driving assistance (ADAS) specifications, which were called the Achilles’ tendons of existing Renault Samsung cars. As a result, the company set a record of 20,000 pre-contract units within a month of its launch.

Chevrolet Trail Blazer (Photo: Jidinnet Korea)
Behind the scenes of the Renault Samsung XM3 (Photo: Jidinnet Korea)

The Korean GM Trail Blazers are also in good condition. As an SUV produced in condition of normalization of gm management in Korea, it has enhanced its driving assistance specifications and powertrain to increase its product ability. While it is difficult to export trail blazers in corona19 situations, it is clear that the vehicle is still gaining a lot of interest in the domestic market.

The 4th generation Sorento, Genesis GV80, Genesis G80 and Hyundai G80 introduced a pay system that allows you to pay for gas stations and parking lots in your car. With the proliferation of untapped culture in the corona19 situation, the biggest feature is the ability to pay quickly in the vehicle without contacting the staff.

4th generation Sorento CenterPescia. The kia pay menu button design doesn’t fit well overall. (Photo: Jidinnet Korea)

The background of the active sale of new vehicles equipped with the latest technology is related to the high operating rate.

According to a recent survey by the Korea Automobile Industry Association and the Automobile Research Institute (as of April 16), Hyundai Kia was ranked first at 75%. Second place was Japan’s Toyota, with 53.7 percent followed by Nissan and Volkswagen.

In addition, automobile production, domestic sales, and export sales last month are not bad. Production rose 6.8% to 369,000 units compared to the same month last year, with 173,000 vehicles in japan up 10.1% and exports up 1.3% to 211,000 units.

In a speech to the automotive industry on 21 July, Industry Minister Sung Yunmo said, “Our finished car companies are receiving favorable reviews at home and abroad,” and that “labor relations are also stable, with the likes of Twin Cars (2020), Korea GM (2019) and Renault Samsung Motors (2019) finalizing wage negotiations recently.”

Tordrive self-driving vehicle introduced in Korea (Photo: ThorDrive)

■Start-up spark the future of self-driving cars

The news of a succession of mobility start-ups that have been united by korean techntos is attracting investment in autonomous vehicles, further revealing the future of the automotive industry in the corona 19 situation.

Phantom AI, a Korean-led U.S. Silicon Valley mobility startup, has received a series A investment of approximately US$22 million (approximately KRW 26.84 billion) from Ford and Celebs Investments.

Phantom AI is represented by Cho Hyung-ki, the protagonist of Jidinnet Korea’s future industry interview series “Future Car Leader”.

“Phantom AI was founded to fundamentally change the ADAS market,” said Phantom AI, “Phantom AI will expand the choice of computer vision technology for finished vehicle companies.”

Phantom AI is headquartered in Silicon Valley, USA, but recently Phantom AI established Phantom AI Korea in Sejong City and appointed Lee Chan-kyu CTO as Phantom AI representative. CTO Lee Chan-kyu is also included in the leadership of Jidinet Korea’s future car leader.

Following Phantom AI, ThorDrive, a domestic self-driving platform development startup, received an estimated 8.4 billion won ($6.9 million) of pre-series A investment from the New Technology Investment Association, which was formed by Kium Securities and Emford Equity Partners.

Based on this, ThorDrive plans to develop autonomous private transportation vehicles for the weak in Terminals 1 and 2 of Incheon International Airport this year.

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