Hyundai Motor Group said on October 28 that it is holding a series of exhibitions and events in Gyeongju, North Gyeongsang Province, the host city of the 2025 APEC summit, to showcase key technologies in hydrogen, purpose-built vehicles (PBVs) and robotics. The photo shows “The All-New Nexo” on display at the K-Culture & Advanced Future Industries Hall inside the APEC Economic Exhibition Center at Gyeongju Expo Grand Park. (Photo courtesy of Hyundai Motor and Kia)
SEOUL, Oct. 29 (Korea Bizwire) – Hyundai Motor Co. plans to spotlight its hydrogen fuel-cell technology at the Japan Mobility Show this week as the South Korean automaker pushes to expand in a market long dominated by Toyota.
The company said Wednesday it will introduce the latest Nexo hydrogen-powered SUV in Japan in the first half of next year, following its domestic debut earlier in 2025. Hyundai is positioning the model as a key piece of its electrification strategy in a country where infrastructure and consumer interest in next-generation vehicles are slowly widening.
The new Nexo has a driving range of up to 720 kilometers (447 miles) on a single charge and accelerates from zero to 100 kilometers per hour in 7.8 seconds, Hyundai said. The company will also display five electric models, including the Ioniq 5 and the Inster Cross, during the Oct. 30–Nov. 9 industry showcase.
Hyundai is working to rebuild a presence that faltered more than a decade ago. It withdrew from Japan in 2009 after selling roughly 15,000 gasoline vehicles over eight years. The company reentered the market in 2022 with an online-only sales strategy centered on EVs, seeking to capitalize on shifting consumer preferences.
To cultivate loyalty, Hyundai launched a Japanese fan community in August modeled after a similar group in Korea. The automaker said the effort is aimed at strengthening engagement and raising brand visibility.
“As a global top-three brand, Hyundai aims to offer high-quality, customized vehicles to Japanese consumers,” a company official said, adding that the Nexo rollout is intended to reinforce that positioning.
Hyundai, the maker of the Sonata sedan and Palisade SUV, remains a challenger in Japan, where Toyota Motor Corp. and other domestic brands hold overwhelming market share. The company is betting hydrogen vehicles could give it an edge as Tokyo pursues long-term emissions goals.
Kevin Lee (kevinlee@koreabizwire.com)
