South Korean carmaker Hyundai Motor Group has opened a user experience research center in Shanghai, aiming to gain deeper insights into Chinese consumers and transform local innovations into global mobility solutions.
The newly established UX Studio Shanghai marks a further step in the group's "In China, For China, To Global" strategy, as global automakers seek to strengthen their localization efforts amid the rapid development of intelligent and electrified vehicles in China.
The Shanghai facility joins Hyundai Motor Group's global UX research network, which also includes UX centers in South Korean, Germany and the United States.
The network is designed to support the company's transition toward software-defined vehicles, where vehicles are increasingly becoming intelligent platforms that integrate mobility, digital services and personalized experiences.
"UX Studio Shanghai will serve as an advanced research base to better understand Chinese consumer needs while bringing insights from the Chinese market into our global research and development system," said Huh Jae-ho, senior vice-president and China chief technology officer at Hyundai Motor Group.
