Hyundai Motor Group opens fourth global UX research studio in Shanghai

Hyundai opens new UX Studio Shanghai · Just Auto

GlobalData Fri, July 24, 2026 at 2:11 AM PDT 2 min read

Hyundai Motor Group, comprising Hyundai Motor and Kia Corporation, has announced the opening of its new "UX Studio Shanghai" user experience research hub. The facility is designed to deepen the company's engagement with China's fast-evolving smart mobility market and translate emerging user insights into global innovation.

This is the company's fourth consumer experience research hub globally, following similar facilities in South Korea, Germany, and the US, which opened over the past few years.

The South Korean automaker described the new facility, located in Shanghai's Jing'an district, as an "open co-creation space." It is intended to shift the company's "in China, for China, to Global" strategy from vision to execution, demonstrating how multinational automakers can advance localization in the era of smart, electrified mobility.

HMG's Chief Technology Officer for China, Jae Ho Huh, stated:

"The 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'."

The automaker further explained that as the global automotive industry enters the era of Software-Defined Vehicles (SDVs), automobiles are evolving beyond basic transportation to become "intelligent mobility spaces that accompany customers through their daily lives." The company confirmed it aims to accelerate its transformation from a vehicle seller to a designer of mobility experiences across the entire customer journey, with user-centered experience design becoming the core differentiator of brand competitiveness.

HMG confirmed that the UX Studio Shanghai 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.

The facility features two collaborative spaces within a three-storey building:

• Open Lab: A public space with three zones—UX Explorer, UX Test, and UX Archive—where visitors can experience emerging mobility technologies and gain a deeper understanding of user-centric development processes.
• Advanced Lab: A dedicated space for invited users, equipped with a flexible UX study "buck" and a high-fidelity simulation platform. It supports in-depth user research and co-development programs that integrate user feedback throughout product development, from concept to validation.

"Hyundai opens new UX Studio Shanghai" was originally created and published by Just Auto, a GlobalData owned brand.