Hyundai Motor Group (the Group) announced today it has opened ‘UX Studio Shanghai,’ a dedicated user experience research hub, to deepen its engagement with China’s fast-evolving smart mobility market and translate emerging user insights into global innovation.
Located in Jing’an district of Shanghai, the Group’s open co-creation space shifts ‘In China, For China, To Global’ strategy from vision to execution, showing how multinational automakers can advance localization in the era of smart, electrified mobility.
UX Studio Shanghai will serve as an advanced research outpost for more accurately understanding and researching Chinese consumer needs, while simultaneously translating insights gained from the Chinese market into our global R&D. Through this approach, we will realize our strategic vision of ‘In China, For China, To Global.’
How Will UX Studio Shanghai Advance the Group’s SDV strategy?
As the automotive industry enters the era of Software-Defined Vehicles (SDVs), automobiles are evolving beyond mere transportation to become intelligent mobility spaces that accompany customers through their daily lives. The Group is accelerating its transformation from a company that sells vehicles to one that designs mobility experiences across the entire customer journey. In this context, user-centered experience design has become the core differentiator of brand competitiveness.
UX Studio serves as a strategic platform supporting this SDV-era transformation. By building a global UX research network spanning Seoul, Frankfurt, Irvine and Shanghai, the Group co-creates future mobility experiences with customers worldwide. UX Studio Shanghai serves as a critical hub, positioned to listen directly to Chinese consumers and translate their insights into products and services.
At UX Studio Shanghai, we will actively practice our co-creation philosophy with customers. We will enable customers to participate directly in the entire development process from initial concept through to mass production, collaborating across all dimensions including space composition and functional design to enhance quality.
Why Did the Group Decide to Establish UX Studio in Shanghai, China?
China's rapid advancement in intelligent electrification and its dynamic digital ecosystem position the country as a valuable source of user insight. Chinese consumers are increasingly adopting emerging mobility trends including multi-screen interaction, seamless voice control, and connected in-vehicle ecosystems.
The decision to establish the hub in Shanghai was driven by multiple strategic considerations. As one of China's leading innovation centers, Shanghai represents a diverse cross-section of users—including young commuters, multi-child families, female consumers, and technology enthusiasts—providing valuable insights into the unique mobility challenges of a mega-city environment.
The Yangtze River Delta's digital technology and connected mobility ecosystem also creates opportunities for collaborative research with local partners. Additionally, Shanghai's open and inclusive culture enables automotive development to move beyond closed research facilities and into a city-scale public engagement platform.
