Hyundai and BYD Clash at Busan Mobility Show Over Technology and Pricing
By Oh JooseokPosted : June 26, 2026, 17:16Updated : June 26, 2026, 17:16
Hyundai Motor unveiled the all-new 8th generation Avante at the 2026 Busan Mobility Show on June 26. From left: Yoon Hyo-jun, Jose Munoz, Park Min-woo, and Lee Sang-yup pose for a commemorative photo. [Photo=Hyundai Motor]
BYD Korea showcased its plug-in hybrid (PHEV) model, the Sea Lion 6 DM-i, at the 2026 Busan Mobility Show. From left: Liu Xueliang, Ding Haimiyao, and Jo In-cheol. [Photo=BYD Korea]
A showdown between South Korea's Hyundai Motor and China's BYD took center stage at the Busan Mobility Show on June 26. Hyundai unveiled the all-new 8th generation Avante, making its global debut, while BYD introduced its first domestic plug-in hybrid (PHEV) model, the Sea Lion 6 DM-i. This marked a direct confrontation between Hyundai's focus on technology and product quality and BYD's emphasis on competitive pricing.
The all-new Avante made its appearance at the 2026 Busan Mobility Show. [Photo=Oh Joo-seok]
Hyundai took the stage first. As the lights dimmed in the exhibition hall, the all-new Avante appeared with its headlights on, triggering a flurry of camera flashes from reporters. The new Avante showcased a strong, linear design that stood out from every angle, embodying Hyundai's design philosophy of 'Art of Steel' with intricate lines and surfaces. The vehicle's size has increased compared to its predecessor, offering interior space comparable to that of a mid-size sedan.
Jose Munoz, CEO of Hyundai Motor, emphasized, "The newly launched Avante is a very important model representing Hyundai not only in Korea but also in the global market."
Front view of the all-new Avante. [Photo=Oh Joo-seok]
What captured attention even more than the vehicle itself was the software. Hyundai has equipped the new Avante with its next-generation infotainment system, 'Pleos Connect,' and a generative AI agent, 'Gleo AI.' Gleo AI goes beyond simple voice commands, seamlessly performing tasks such as information searches, travel itinerary recommendations, and vehicle control. It learns the driver's usage patterns over time, providing increasingly personalized services.
Park Min-woo, head of Hyundai Motor and Kia's AVP Division and CEO of 42TAT, stated, "Until now, cars were products that were complete at the moment of purchase, but in the future, they will evolve to understand the driver's usage and preferences, providing better experiences over time."
At the experience booth, Pleos Connect felt more like a tablet PC than a car. The screen featured apps for YouTube, web browsing, and search services, with necessary functions available for download like a smartphone. Hyundai's description of it as a 'moving smartphone' did not seem exaggerated.
The Sea Lion 6 DM-i made its debut at the 2026 Busan Mobility Show. [Photo=Oh Joo-seok]
About two hours after Hyundai's presentation, reporters flocked to BYD's exhibition area. The Sea Lion 6 DM-i, the company's first domestic plug-in hybrid (PHEV) model, was unveiled.
As the price was announced, gasps of surprise filled the room. The display board showed a price of '37.5 million won,' prompting reactions of "That's cheaper than expected." This moment reaffirmed BYD's competitive pricing strategy.
Jo In-cheol, head of BYD Korea's passenger vehicle division, stated, "We will lower the barriers to electrification so that more people can easily and conveniently enjoy the benefits of electrification and expand their freedom of movement."
Jo In-cheol introduces the Sea Lion 6 DM-i. [Photo=Oh Joo-seok]
The Sea Lion 6 DM-i features BYD's Dual Mode Intelligent (DM-i) system, which prioritizes electric motor operation while using the engine to enhance efficiency. It is equipped with an 18.3 kWh blade battery, allowing for a maximum electric-only range of 70 kilometers and supports 18 kW DC fast charging.
DMI model featuring dual mode intelligent technology. [Photo=Oh Joo-seok]
Upon entering the driver's seat, the first thing that catches the eye is the 15.6-inch large display. The interior layout, with minimal buttons, is similar to that of an electric vehicle. The rear also features a charging port, symbolizing its plug-in hybrid status.
The atmosphere at the Kia exhibition focused more on purpose-built vehicles (PBVs) than passenger cars. The new PV5 lineup was showcased, including a 7-passenger passenger vehicle and a high-roof cargo variant. Various specialty vehicles, such as a laundry delivery vehicle in collaboration with Lundrigo and a mobile bank, were also on display. Attendees were invited to step inside the vehicles to experience the space and examine the specialized equipment.
On this day, Genesis unveiled the 'Magma GT Concept' and the 'GMR-001 Hypercar Design Model' for the first time in Asia, while BMW showcased its next-generation electric vehicle, the iX3.
Kia introduced the PV5 lineup at the 2026 Busan Mobility Show. [Photo=Oh Joo-seok]
The key themes of this year's Busan Mobility Show were 'artificial intelligence (AI)' and 'electrification.' Hyundai emphasized its future mobility competitiveness through software and AI, while BYD aimed to penetrate the domestic market with aggressive pricing and electrification technology.
After the unveiling of the new Avante, Jose Munoz stated to reporters, "While the low-cost offensive from Chinese companies is intense, we will focus on customer value rather than entering a price-cutting competition."
He added, "As competition intensifies, technological competitiveness becomes even more crucial. We are learning from our competitors, and this competition will ultimately make Hyundai a stronger company."