Hyundai Motor Group has spotlighted its global research and development strategy and the future of electrified mobility in a new feature story highlighting Manfred Harrer, President and Head of the Group’s R&D division. The narrative, titled “Inside Hyundai… Morning Miles with Manfred Harrer”, offers insights into the engineering philosophy and technological direction shaping Hyundai, Kia and Genesis vehicles worldwide.
In the story, Harrer shares how hands-on driving remains central to his engineering approach, using real-world driving experiences to evaluate comfort, dynamics and vehicle performance. With over 25 years of experience in vehicle dynamics, electronic systems, software integration and advanced driver-assistance systems, Harrer oversees more than 12,000 engineers at Hyundai Motor Group’s Namyang R&D Center, leading global vehicle development efforts.
Harrer highlighted the automotive industry’s rapid transformation, driven by electrification, software-defined vehicles and artificial intelligence, calling it the most exciting phase of his career. He also underscored Hyundai’s strategy of market-specific product development and advancements in hybrid, extended-range electric vehicle (EREV) and next-generation electrification technologies.
Performance electrification was a key focus of the feature, with Harrer pointing to Hyundai’s N division as an example of how electric propulsion can enhance driving excitement. He referenced the IONIQ 5 N as a milestone performance EV and detailed how the upcoming IONIQ 6 N aims to set new benchmarks in power, aerodynamics, battery technology and suspension, while maintaining everyday usability. Engineering upgrades such as advanced electronically controlled suspension dampers, revised steering and structural enhancements are intended to deliver a balanced driving experience on both road and track.
Harrer also emphasized the opportunities electrification offers in vehicle design, including optimized battery placement, lower center of gravity and advanced torque vectoring to improve handling and agility. He noted that AI is accelerating development cycles and enhancing engineering precision, marking a significant shift in how vehicles are designed and tested.
Concluding the feature, Harrer said driving remains essential to understanding vehicle performance and delivering customer-focused innovation, reaffirming Hyundai Motor Group’s commitment to advancing electrified, software-driven and performance-oriented vehicles for the future.
