www.hankyung.com/car/article/202101118700g
애플 심미안에 든 현대차의 전기차 경쟁력…사상 최고가 '축포'
애플 심미안에 든 현대차의 전기차 경쟁력…사상 최고가 '축포' , 현대차-애플 '전기차 동맹' 검토에 주가 연일 강세 [분석+] ▽ "현대차, 애플에게 매력적인 협력 대상" ▽ E-GMP 기술력·미래 모빌
www.hankyung.com
Hyundai's electric car competitiveness in the aesthetics of Apple... 'Festival', the highest price ever
Shares are strong day after day in review of Hyundai-Apple'electric vehicle alliance' [Analysis+]
▽ "Hyundai Motor, an attractive cooperation target for Apple"
▽ E-GMP technology and future mobility innovation move
Kia Electric Vehicle Concept Profession. Photo = Kia Motors
Kia Electric Vehicle Concept Profession. Photo = Kia Motors
With Apple sending a'Love Call' to Hyundai Motor Company, public interest in the autonomous electric vehicle alliance is hot. In the industry, it is evaluated that it is the result of E-GMP, an electric vehicle-only platform completed by Hyundai Motor Company (249,500 +0.40%) and the innovation movement of Hyundai Motor Group Chairman Eui-sun Eui-sun. As expectations for the alliance between the two companies were raised, Hyundai Motor's share price hit a record high.
According to the industry on the 11th, it is known that the ongoing discussion of collaboration between Apple and Hyundai Motors began with Apple's proposal.
Apple has not officially mentioned that it will enter the electric vehicle market, but the auto industry is accepting it as a fixed fact.
Related Articles
Will iPhone SE become a regular lineup? "New products released in April"
'Over 10,000 units for 2 consecutive years' Volvo “targeted to sell 15,000 units this year”
Hyundai Motors Opens Online and Offline Healing Space'Charge Car'
In 2014, Apple began developing electric vehicles with the'Titan Project'. However, in 2017, due to the overlapping of Apple's poor performance and test vehicle accidents, the project was temporarily suspended and related personnel were largely laid off. Afterwards, the Titan project was restarted by recruiting Tesla's chief engineer Doug Field as vice president in 2018, and news of the joint development of an artificial intelligence (AI) autonomous driving system chip with TSMC last year.
As it has suffered from cost and efficiency problems in the past, the observation that Apple will cooperate with proven automakers rather than directly producing vehicles is prevalent. Some automakers and parts/assemblies have already shown great interest in collaboration with Apple. This is because if cooperation with Apple is made, it can gain an edge in the electric vehicle market, which is transforming into a huge electronic device (IT).
Ionic brand product lineup rendered image. From left, Ioniq 6, Ioniq 7, Ioniq 5. Photo = Hyundai
Ionic brand product lineup rendered image. From left, Ioniq 6, Ioniq 7, Ioniq 5. Photo = Hyundai
In this situation, Apple reached out to Hyundai Motor Company as an object of cooperation. Apple, which has a solid position as a'game changer' in PCs and smartphones, first saw the potential of Hyundai Motor Company, which is pursuing a transformation from a traditional manufacturing company to a mobility solution company. The industry is surprised by the fact that Apple has tried to cooperate with Hyundai Motor Company, but evaluates that Hyundai Motor Company has great strength in technology and flexibility.
Hyundai Motor Company is planning to introduce the electric vehicle Ioniq 5 based on a dedicated platform E-GMP this year. E-GMP is a platform for electric vehicles only. Existing electric vehicles were manufactured by forcibly inserting the electric motor and battery into the engine and fuel tank while using the skeleton of an internal combustion engine vehicle. Therefore, it had structural limitations that could not bring out all the performance of electric vehicles.
Hyundai Motor Group's electric vehicle platform E-GMP. Photo = Hyundai Motor Group
Hyundai Motor Group's electric vehicle platform E-GMP. Photo = Hyundai Motor Group
Unlike the internal combustion engine platform, E-GMP can make the floor flat and the space occupied by the engine, transmission, and fuel tank has disappeared, greatly enhancing the use of indoor space. With a single charge, it can drive more than 500km in domestic standards, and it supports an 800V charging system as a standard, so that 80% charging is possible within 18 minutes when using a super-fast charger. The era of electric vehicles that can drive 100km on a 5-minute charge is opening. It is designed to apply functions that will appear in the future mobility market, such as autonomous driving, high-performance EV, and V2G (a function that sends the remaining power from the vehicle to the outside).
E-GMP, a modularized and standardized integrated platform, also has the strength of expanding the electric vehicle lineup in a short period of time if necessary. E-GMP is known to have the form of a skateboard jointly developed by Hyundai Motor Company with Canoe, a US electric vehicle company. The length of the platform can be freely extended according to the mounting of the lower battery, and the upper part of the vehicle body of various structures can be mounted. From a small sedan to a large SUV with one platform. It simplifies the new car development process and shortens the time.
Hyundai Motor Group's electric vehicle platform E-GMP. Photo = Hyundai Motor Group
Hyundai Motor Group's electric vehicle platform E-GMP. Photo = Hyundai Motor Group
Hyundai's positive and flexible view of future mobility is also an advantage. Hyundai Motor Company predicts that future electric vehicles will transform from means of transportation into personalized and customized spaces. Hyundai Motor Company has unveiled an Ionic concept cabin equipped with a △shoes care unit △coffee machine △clothing care unit △flexible all-red display. It has invested in promising startups around the world to secure related technologies, and has also rolled out its arms to urban aviation mobility (UAM), which is out of the form of automobiles, and last-mile mobility services based on electric kickboards. It is a manufacturer that has the ability to fully embrace Apple's imagination of future electric vehicles.
It also has high-level autonomous driving technology. Hyundai Motor Group will apply Level 3 level of partial autonomous driving technology to mass-produced cars in 2022, and promote autonomous driving commercialization service projects such as Robo Taxi in 2023. Through the self-driving joint venture'Motional', it is expected to test Level 4 unmanned autonomous driving on public roads in Nevada, USA, and introduce a commercialization service for autonomous driving in major regions of the United States in 2023. There is no reason why Apple, who wants to join hands with automakers, rejects Hyundai.
Hyundai Motor Company is launching a Level 4 unmanned autonomous driving experiment through an autonomous driving joint venture, Mocial. Photo = Hyundai Motor Group
Hyundai Motor Company is launching a Level 4 unmanned autonomous driving experiment through an autonomous driving joint venture, Mocial. Photo = Hyundai Motor Group
As the possibility of cooperation with Apple has emerged, Hyundai Motor's stock price has also been updated. The stock price of Hyundai Motors recorded 289,000 won during the intraday and changed the reported price after nine years. As of 11:30 am, it is recording 260,500 won, up 9.55% from the previous day. It continued its upward trend for 3 consecutive trading days, ranking 4th in the market capitalization of the securities market (excluding preferred stocks).
Hyundai Motor Company, which has the right to choose, is considering the benefits and losses of collaboration with Apple. If Hyundai Motors makes Apple's electric cars through manufacturing, development and production (ODM), it is likely to become a subcontractor like Foxconn, which makes iPhones. This goes against Hyundai Motor's strategy to lead the electric vehicle market. If Apple is in charge of the software installed in co-produced electric vehicles, there is a possibility that its own software competitiveness will decline.
Hyundai Motor Group Electric Vehicle Concept Professi and BTS. Photo = Hyundai Motor Company
Hyundai Motor Group Electric Vehicle Concept Professi and BTS. Photo = Hyundai Motor Company
The key is who manages and how to share big data related to driving from electric vehicles. The importance of driving data in the automotive market is gradually increasing. This is because it not only improves autonomous driving performance, but also becomes a weapon to open up new markets in electric vehicles evolving into IT platforms. This is why analysis suggests that if Apple intends to monopolize data, it may be a better choice for Hyundai Motor Company to not collaborate.
Kim Jun-sung, a researcher at Meritz Securities, emphasized, "Increasing vehicle sales means an increase in the amount of data secured through the expansion of device distribution and an increase in users who will apply the service business developed based on the secured data."
An automobile industry official said, "You must have seen the possibility of cooperation in the aggressive actions of Chairman Chung's aggressive actions that continue to make bold investments." .
Sesung Oh, reporter of Hankyung.com sesung@hankyung.com
Article reports and press releases open@hankyung.com