In a groundbreaking showcase at CES 2024, Hyundai Motor Company unveiled its forward-looking vision for a hydrogen-powered future and software-driven transformation that transcends conventional mobility applications. Themed ‘Ease every way,’ the presentation, held at the Mandalay Bay Convention Center, focused on Hyundai’s commitment to creating a hydrogen energy ecosystem and a future defined by advanced software and artificial intelligence (AI).
Aligned with Hyundai Motor’s overarching brand vision, ‘Progress for Humanity,’ the ‘Ease every way’ theme underscores the company’s dedication to fostering a comfortable and peaceful living environment by emphasizing universal values such as freedom, safety, and fairness. Beyond the typical utility value of technology, Hyundai aims to address the intricacies of daily life, offering freedom from limitations, ensuring safety through software security, reducing greenhouse gas emissions with hydrogen, and promoting fair accessibility to clean energy and related services.
Jay Chang, President and CEO of Hyundai Motor Company, emphasized the company’s commitment stating, “At Hyundai, we believe that science and humanity are two sides of the same coin; that advanced technology should also make people’s lives better. Clean hydrogen should be for everyone, powering everything, and available everywhere.”
Hyundai’s Commitment to Carbon Neutrality and Hydrogen Solutions
Hyundai Motor Group has set a bold target of achieving carbon neutrality by 2050, supported by a clear roadmap to use 100 percent renewable energy in its overseas factories by 2045. The company positions hydrogen energy as a key player in achieving these objectives, with a strong focus on sustainable solutions.
Having been at the forefront of hydrogen advancements for nearly half a century, Hyundai boasts the world’s highest market share in hydrogen-powered vehicle sales. Recognizing hydrogen as a clean energy source with water as its only byproduct, Hyundai views it as a pivotal element in a sustainable future.
Hyundai’s hydrogen solutions extend beyond conventional vehicles to include trams, special equipment, vessels, power generators, and advanced air mobility, positioning the company as a major player in the energy transition. The expansion of HTWO, Hyundai Motor Group’s hydrogen value chain business brand, underscores the company’s commitment to every stage of the clean hydrogen value chain, from production to utilization.
Revolutionizing the Energy Transition
Hyundai aims to revolutionize the energy transition by combining its group-wide hydrogen competencies. The HTWO brand projects off-taking 3 million tonnes of hydrogen per year by 2035, contributing to clean logistics, green steel production, and power generation.
Chang Hwan Kim, Senior Vice President and Head of Hydrogen Fuel Cell and Battery Development, shared Hyundai’s plans for megawatt-scale polymer electrolyte membrane (PEM) electrolyzer manufacturing capabilities for green hydrogen production. The company aims to achieve a competitive price through component sharing, challenging existing market prices.
Additionally, Hyundai is focusing on resource circulation hydrogen production technology, including Waste-to-Hydrogen (W2H) and Plastic-to-Hydrogen (P2H). These innovative approaches aim to transform environmental pollutants into clean hydrogen, demonstrating Hyundai’s commitment to sustainable practices.
Global Initiatives and Local Impact
Hyundai is actively participating in hydrogen projects globally, starting with Indonesia, where the company is implementing Waste-to-Hydrogen solutions. By partnering with local communities, Hyundai aims to establish hydrogen production mini-hubs, fostering the growth of a hydrogen industrial cluster and contributing to the establishment of a hydrogen society.
In the United States, Hyundai is involved in hydrogen-related demonstration projects, including the NorCAL ZERO project in Northern California, featuring 30 Hyundai XCIENT Fuel Cell trucks to support the decarbonization of the Port of Oakland. The company is also part of the ‘Regional Clean Hydrogen Hubs’ program, a $7 billion U.S. government initiative for hydrogen infrastructure development. Hyundai’s involvement in these projects signifies its commitment to global sustainability and economic development.
