Written by 12:52 PM Economics

“Private Booth with Over 30 New Technologies” … Hyundai Mobis Differentiates Promotional Strategy for CES 2026

Hyundai Mobis announced on the 9th that it will participate in the ‘International Consumer Electronics Show 2026’ (CES 2026) held at the Las Vegas Convention Center in January and present over 30 mobility convergence technologies. The plan is to captivate customers in the North American region by showcasing advanced technologies in key areas such as electrical and electronic components, electrification, and chassis safety.

The main exhibits are ‘M.VICS 7.0’ and ‘X-by-Wire.’ M.VICS 7.0 is an integrated cockpit solution developed by Hyundai Mobis, featuring a ‘Holographic Windshield Display’ (HWD) that projects driving information onto the windshield, and an 18.1-inch flexible display that can be expanded vertically.

Notably, HWD provides driving information to the driver’s seat and infotainment, like videos and games, to the passenger seat through a large display, while ensuring that the screen for the passenger seat is not visible from the driver’s seat. Last month, Hyundai Mobis received the CES 2026 Innovation Award from the Consumer Technology Association (CTA) for this technology. They are aiming for mass production of this technology by 2029 and are working on its advancement with major global clients.

‘X-by-Wire’ is a technology that controls steering and braking functions solely through electrical signals, which were previously mechanically connected. A distinctive feature is that both functions are integrated into one controller, enhancing driving performance and safety. Notably, even if there is an error in the steering system, the braking system can control the vehicle.

Hyundai Mobis plans to utilize next year’s CES as an opportunity for securing orders. The primary target audience is North American customers, with a private booth for pre-invited clients. The location of the booth is selected to allow executives of client companies to spend time there discussing orders.

A Hyundai Mobis representative stated, “We plan to conduct aggressive promotions in major markets in North America and Europe through global exhibitions and roadshows, including CES,” and added, “We will strengthen efforts to achieve our goal of expanding the sales proportion of core components to 40% among global customers by 2033.”

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