BUSAN, South Korea — At the 2026 Busan Mobility Show held at BEXCO on June 26, José Muñoz, President and CEO of Hyundai Motor Company, unveiled a bold vision for the future of the brand. Introducing the eighth-generation "All-New Avante," Muñoz emphasized that the company’s core strategy revolves not around aggressive price competition, but around cultivating lifelong brand loyalty through an unparalleled "customer journey."

The All-New Avante, a complete redesign arriving six years after its predecessor, serves as a pivotal entry point in Hyundai’s portfolio. "We provide an exceptional initial experience so that customers who choose the Avante early in their lives remain with Hyundai forever," Muñoz stated during the press event. "Our goal is to build a seamless journey that begins with the Avante and evolves through the Sonata, Santa Fe, Palisade, and ultimately culminates with the Genesis brand."

To realize this vision, the new Avante has been transformed into a showcase of Software-Defined Vehicle (SDV) technology. It features the next-generation infotainment platform "Pleos Connect" and the generative AI agent "Gleo AI." These advanced systems allow users to control vehicle functions and access information as intuitively as they would on a smartphone, bringing high-end digital experiences to the entry-level segment.

Addressing concerns regarding the influx of low-cost vehicles from Chinese manufacturers, Muñoz remained unfazed, asserting that the value of a vehicle extends far beyond its price tag. "The most critical factor is the ownership experience," he explained. "Customers who choose Hyundai in Korea are guaranteed the best products, a robust dealer network, competitive pricing, superior design, high residual value, and top-tier service."

Muñoz also highlighted the strategic importance of the Korean market, revealing that the Hyundai Motor Group plans to invest 125 trillion won by 2030. This investment will concentrate on core future technologies, including artificial intelligence, SDV architecture, electrification, and hydrogen fuel cell development.

"Hyundai is evolving into a technology company that builds automobiles," Muñoz remarked. "Technology must serve humanity, not exist as an end in itself. Regardless of how market conditions fluctuate, our objective remains to improve people’s lives."

Despite the global trend of consumers shifting toward SUVs, Muñoz expressed confidence in the enduring relevance of the sedan segment. He noted that many drivers still value the fundamental essence of a passenger car. With the introduction of the Pleos Connect system, Hyundai anticipates that the All-New Avante will attract a broad demographic, solidifying the brand’s footprint in both the domestic and global markets.

As Hyundai continues to bridge the gap between entry-level accessibility and luxury performance, the company’s focus on the "customer journey" reflects a departure from traditional volume-based metrics. By prioritizing the quality of the ownership experience, Hyundai aims to ensure that its relationship with a customer is not a fleeting transaction, but a lifelong partnership.

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