Hyundai Motor Group Launches User Experience Research Hub in Shanghai

Hyundai Motor Group has inaugurated its first user experience research hub in China, named UX STUDIO, located in Shanghai. This launch expands the group's global network of UX centers, which already includes facilities in Seoul, Frankfurt, and Irvine, California.

The primary objective of this new hub is to foster deeper user involvement in the entire product development lifecycle, from conceptualization and prototype validation to production optimization. By breaking down traditional R&D barriers, Hyundai aims to incorporate user insights directly into its vehicle design and engineering processes.

UX STUDIO Shanghai is built on a foundation of localization. Its operational and research teams are composed of local talent, and it will collaborate with institutions like the Fudan University School of Management to uncover Chinese social and cultural trends. Research topics will focus on high-frequency local scenarios such as mobility for families with multiple children, commuting experiences for women, and short-distance urban travel.

This localized approach allows Hyundai to tailor its offerings more precisely to the Chinese market's unique demands and evolving consumer preferences. By directly engaging with local users and understanding regional nuances, the company seeks to enhance the relevance and competitiveness of its vehicles in China.

The facility features two main sections: an "Open Lab" accessible to the public for broader user participation and feedback, and an "Advanced Lab" designed for in-depth research with invited users, equipped with specialized development facilities.