Hyundai Motor Group’s executive chair Euisun Chung has delivered a blunt message to the global auto industry: younger generations aren’t as interested in cars as older ones, and see them as little more than tools for getting from A to B.
In a candid reflection on the changing relationship between people and vehicles, Mr Chung said in an interview with Automotive News:
“We are using phones and the young generation, they don’t have a big attraction to the car, they prefer [their] phones. So we are always trying to [make the] car… easier to use, and they want to create the new life from going elsewhere find the information from the phone and just car is a tool, right? For just moving the place from A to B.”
The comments reflect a broader industry concern that car enthusiasm is waning among younger buyers, who increasingly spend their money on technology rather than mobility.
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For Hyundai, the challenge is to make vehicles appealing by integrating connectivity, AI, and autonomy.
Mr Chung said Hyundai is investing heavily in software and driver-assist technology, with a long-term push towards autonomous driving.
“So in the car, so they want to do something more creative, they don’t want to drive. Yeah, it’s wasting time and money, right?” he said.
“But autonomous driving is a little bit long way to go. There’s too many variables. We are investing in that area also, but it’s very difficult. And of course, we will make a trial and error, but at least we will bring that level four in soon to satisfy with them how to use their gadget in the car.”
Hyundai has already announced partnerships with tech firms to accelerate its move into so-called“software-defined vehicles”, and is trialling level 3 driver assistance in markets such as South Korea and Germany.
Mr Chung’s ambition to reach level 4 autonomy – where a vehicle can handle most driving tasks without human input – reflects a future vision that many OEMs are rushing toward.
The shift has implications for Hyundai’s product development. While models like the Ioniq 5 have been praised for their design and dynamics, the Group is increasingly emphasisingin-car experiences, over-the-air updates, and integration with mobile ecosystems.
Mr Chung’s remarks highlight the balancing act facing traditional automakers: maintaining appeal for enthusiasts while also capturing the next generation, which may value convenience and connectivity over horsepower and handling.