The competition between Hyundai Motor Group and Toyota for dominance in the North American market is extending beyond automobiles to humanoid robots. Both companies are ramping up investments in robotics and production automation ahead of 2028.
According to industry sources, Hyundai will unveil the body actuator, a key component of its humanoid robot 'Atlas,' at CES 2027 in Las Vegas next January. This move aims to showcase the company's robotics technology globally ahead of its deployment in U.S. automotive factories in 2028.
The actuator combines motors, reducers, and control devices to move the robot's joints. Starting this month, Hyundai Mobis will begin producing prototypes of the actuator at its research facility in Uiwang, preparing to demonstrate the group's robotics capabilities worldwide.
Hyundai is working to establish a humanoid production system in the U.S. with an annual capacity of 30,000 units. To this end, the company plans to finalize the site for Robotics America (RA) by the end of this year. The Robotics Meta Plant Application Center (RMAC), which opened in September at Meta Plant America in Georgia, will expand tenfold by next year to enhance Atlas's operational capabilities.
Meanwhile, Toyota is also advancing its robotics initiatives across its global production facilities, including in North America. During an investor briefing held by its European division in September, Toyota announced plans to expand robot adoption in line with equipment upgrades at 60 factories worldwide starting in 2028. At the event, the company showcased its self-developed wheeled humanoid robot 'Eli,' which demonstrated folding clothes based on learned movements. Earlier this year, Toyota signed a contract with U.S. robotics firm Agility Robotics to deploy the humanoid robot 'Digit' for logistics tasks at its Woodstock, Ontario plant, further strengthening its presence in the North American market.
The focus on robotics by both automakers aims to reduce production costs and enhance factory operational efficiency. In the highly competitive North American export market, robotic automation is seen as a crucial factor for future manufacturing competitiveness.
Combining the cumulative sales figures announced by both companies' U.S. divisions for January to September this year, Toyota and Lexus sold 1,876,614 units, surpassing Hyundai, Kia, and Genesis's 1,426,583 units by approximately 450,000 vehicles. During this period, Toyota's sales grew by 0.6% compared to the previous year, while Hyundai Group's sales increased by about 4%, narrowing the sales gap.
The expansion of robotics initiatives by automakers is expected to create new opportunities for the automotive parts industry. Boston Dynamics, a subsidiary of Hyundai Group, is reportedly preparing to place a purchase order for components to produce 10,000 units of Atlas, requesting major suppliers like Hyundai Mobis to get ready. Toyota estimates that it will require approximately 1 trillion yen (about $9 billion) annually for factory automation at its global production bases and key partners starting in 2028.
Kim Pil-soo, a professor at Daelim University specializing in future mobility, stated, "Deploying humanoid robots in production sites can reduce labor costs and enhance productivity through 24-hour operations. The robotics automation market will expand not only for automakers but also for parts suppliers."
* This article has been translated by AI.
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