Global Media Spotlight Hyundai’s Shift From Automaker to Robotics Powerhouse (Image courtesy of Hyundai Motor)
SEOUL, Jan. 18 (Korea Bizwire) — Hyundai Motor Group’s ambitions beyond automobiles drew widespread international attention at CES 2026, as global media outlets praised the company’s emerging identity as a physical artificial intelligence and robotics powerhouse.
Coverage focused on Atlas, the humanoid robot developed by Boston Dynamics, Hyundai’s robotics subsidiary, which made its first public demonstration at the technology show in Las Vegas.
Commentators said the unveiling marked a turning point for Hyundai’s evolution from a traditional mobility manufacturer into a company centered on physical AI and human-robot collaboration.
The Associated Press described the debut as a bold step in the race to develop humanoid robots capable of performing human labor, noting that few robotics leaders are willing to stage live demonstrations because of the high risk of technical failure. Atlas, the agency reported, performed smoothly and without visible flaws.
Hyundai Motor Group’s Atlas humanoid robots are on display at the group’s booth at the CES technology show, one of the world’s largest IT and home appliance trade fairs, in Las Vegas, Nevada, on Jan. 6, 2026, after the four-day event opened with about 4,500 companies taking part. (Yonhap)
Britain’s Guardian highlighted Atlas’s waterproof design and automated battery-swapping system, calling 2026 a pivotal year in which the robot has matured from a long-tested prototype into a refined commercial platform.
France’s Euronews echoed that assessment, saying the demonstration showed Atlas was no longer experimental and could play a role in reducing physical strain on human workers.
Technology and automotive publications also framed Hyundai’s strategy as a shift away from conventional auto-sector priorities. AutoWeek wrote that Hyundai’s next mobility revolution “is not a car,” citing the group’s plan to integrate Boston Dynamics robots into its global manufacturing network.
The publication added that Hyundai views robotics — rather than electric vehicles or autonomous driving — as the core of its next growth phase.
A prototype of the next-generation electric Atlas robot waves during a Hyundai Motor Group press conference held on Jan. 5 (local time) at Mandalay Bay in Las Vegas, Nevada, a day before the opening of CES 2026, the world’s largest consumer electronics and information technology trade show. (Yonhap)
Tech outlets including TechRadar and The Verge described Atlas as among the world’s most advanced humanoid robots and positioned it as a potential rival to Tesla’s Optimus.
Several reports emphasized Hyundai’s intention to deploy Atlas in manufacturing environments, where the robot could work alongside humans, with longer-term ambitions extending to household applications.
Interesting Engineering noted that Hyundai was moving beyond showcasing robotics concepts to testing real-world automation inside factories, while Japan’s robotics journal Robot Start predicted the company could secure leadership not only technologically but also commercially by enabling mass production and social adoption of AI-powered robots.
Atlas’s reception was capped when it received CNET’s “Best of CES 2026” award for Best Robot, underscoring the growing recognition of Hyundai Motor Group’s expanding role in shaping the future of robotics.
Kevin Lee (kevinlee@koreabizwire.com)
