Hyundai Motor Group Opens ‘UX Studio Shanghai’ to Shape the Future of Mobility Experiences in China
- User experience (UX) research hub advances ‘In China, For China, To Global’ strategy by deepening local insights and driving global innovation
- UX Studio Shanghai strengthens Hyundai Motor Group’s global UX co-creation network spanning Seoul, Frankfurt and Irvine
- Local talent and academic partnerships unlock deep understanding of Chinese consumer behaviors and emerging mobility needs
- Shanghai hub taps China’s fast-evolving smart mobility market to lead innovation in next-generation connected mobility
Press material
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.
How Is UX Studio Shanghai Structured?
UX Studio Shanghai features two collaborative spaces within a three-story building:
How Does UX Studio Shanghai Embrace End-to-End Localization?
UX Studio Shanghai rejects the traditional approach of simply tweaking global products for local buyers. Instead, it prioritizes end-to-end localization across operations, partnerships and research. Led by local experts, the team deeply understands the driving behaviors and cultural nuances of Chinese consumers.
The studio is also partnering with top-tier academic institutions, including the School of Management at Fudan University, to analyze the shifting social trends shaping modern mobility. Dedicated research programs focus on everyday use cases including family travel with multiple children, female driver commuting experiences and short-distance urban transportation.
What Impact Will the UX Studio’s Insights Have on the Group’s Global R&D?
Rather than operating as an isolated regional branch, the facility is set to be a foundational pillar for the Group’s worldwide product and service pipeline. Leveraging the Group’s unified technology platforms, the innovations pioneered in Shanghai will feed directly into the Group’s global R&D network alongside insights from Seoul, Frankfurt and Irvine.
Through this, the Group creates a powerful, two-way innovation cycle: global resources empower local breakthroughs, and localized innovations drive global advancement. By positioning Shanghai as a key innovation hub, the Group ensures that Chinese consumer insights help shape the mobility experiences of tomorrow's global customers.
