Hyundai Chair Chung Euisun Warns of Tough Year Amid Trade Tensions, Urges AI Push
Brand Makers
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Storyboard•05-01-2026, 14:58
Hyundai Chair Chung Euisun Warns of Tough Year Amid Trade Tensions, Urges AI Push
- •Hyundai Motor Company executive chair Chung Euisun predicts a difficult year for the global auto industry due to geopolitical tensions, trade disputes, and fierce competition.
- •Geopolitical crises could disrupt operations and lead to temporary trade suspensions, while rising trade frictions will constrain industry margins.
- •Hyundai faced a significant blow from a 15% US tariff on South Korea-made vehicles under Donald Trump, costing Won1.8tn ($1.2bn) in Q3.
- •Construction of a Hyundai–LG Energy Solution battery plant in the US is delayed by 2-3 months following an immigration raid.
- •Chung urged Hyundai to accelerate its AI integration and collaborate with external partners, acknowledging the company trails rivals in AI deployment.
Why It Matters: Hyundai faces a challenging year due to trade tensions and operational delays, pushing for urgent AI adoption.
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