[비즈한국] Korea's leading automotive expo, the 'Busan Mobility Show,' has officially opened. Following a press day for media on the 26th, the show kicks off in earnest with an opening ceremony at BEXCO at 10 AM on the 27th. This year's show features the debut of Hyundai Motor Company005380's new Avante model and Kia000270's new PV5 lineup. Global automotive brands such as BMW, MINI, and BYD are also participating. BizHankook visited the Busan Mobility Show to examine the strategies and success potential of the major automakers.
Hyundai's 'National Car' Avante Gets a Complete Makeover
At the Busan Mobility Show, Hyundai Motor Company unveiled its new Avante model, the 'The All New Avante,' for the first time. The All New Avante is the 8th-generation fully revamped model of the car often called the 'national car.' Hyundai emphasized the 'sporty DNA' of the new model, explaining that it features a sporty image through the harmony of refined lines and powerful surfaces, while highlighting the volume of the fenders.
The All New Avante is equipped with the 'Pleos Connect' infotainment system, introduced in 'The New Grandeur,' as well as the next-generation generative AI agent 'Gleo AI.' Gleo AI understands natural, continuous conversations, supporting not only simple vehicle control but also knowledge searches, travel itinerary recommendations, and emotional dialogue.
The Avante has solidified its position as Hyundai's representative model, exceeding 16 million units in cumulative sales globally as of the 25th. The automotive industry is focused on whether 'The All New Avante' can continue the legacy of the 'national car.'
Hyundai Motor's sales volume decreased from 352,620 units in May last year to 325,473 units this May. Avante sales also dropped from 6,438 units in May last year to 4,526 units this May. Looking at cumulative sales from January to May, the figures fell from 32,125 units last year to 24,352 units this year. For Hyundai, the success of The All New Avante is crucial for restoring the brand's pride.
José Muñoz, President and Global COO of Hyundai Motor Company, stated, "The All New Avante sets a new benchmark in its class, offering a balanced combination of unique design, interior space, safety, and digital experience. Hyundai will continue to secure software and electrification competitiveness to provide innovative mobility experiences."
Expectations for Kia PV5 as the 'Second Bongo'
Kia also showcased three new lineups based on the PV5 at the Busan Mobility Show: the 7-seater passenger (2-2-3), the Prime, and the Cargo High Roof. The PV5 is a Purpose-Built Vehicle (PBV) that Kia launched in 2025.
The PV5 7-seater passenger model features a 2-seater bench configuration in the middle row, whereas the existing 5-seater model had a 3-seater second row. Kia explained that the 2-seater configuration was adopted to enhance the convenience of entry and exit to the third row, catering to various mobility service demands. The PV5 Prime is a conversion model based on the PV5 passenger version, characterized by exclusive exterior colors such as Moonscape Matte Gray and Snow White Pearl.
The PV5 Cargo High Roof was developed to meet the growing demand for van-type electric freight vehicles and changing work methods. It offers a 295mm higher interior height compared to the existing PV5 Cargo Long and provides an optional walk-through feature allowing free movement between the driver's seat and the workspace. It is a model expected to appeal to courier drivers and those handling bulky cargo.
While the domestic sales volume of the PV5 from August to December last year was 3,836 units, 12,651 units were sold between January and May of this year, suggesting high internal expectations for the model at Kia. While the 'Bongo' has long been the representative commercial vehicle for Kia, the recent surge in the PV5's popularity is drawing attention to whether it will rise to become Kia's flagship commercial vehicle.
Song Ho-sung, President of Kia, stated, "Kia plans to expand its electric vehicle lineup to a total of 14 models, including three PBVs, by 2030. We will move toward becoming an 'EV Tier 1' brand that changes the mobility paradigm by realizing the needs of each individual customer through mobility."
Will Genesis Mass-Produce Supercars?
Genesis unveiled the 'Magma GT Concept' and the 'GMR-001 Hypercar Design Model' for the first time in Asia at the Busan Mobility Show. The Magma GT Concept is a Grand Tourer (GT) vehicle that was first revealed at the Paul Ricard circuit in France last November. The GMR-001 hypercar is a race car model from Genesis. While no official mass-production plans have been announced for either vehicle, rumors are circulating that the Magma GT Concept may soon enter production.
The automotive industry views the unveiling of GT and hypercar models instead of the typical G or GV series as a sign that Genesis intends to take a step further in its 'premium' strategy. Genesis has also been experiencing poor sales recently, falling from 50,660 units from January to May last year to 39,088 units for the same period this year. One of the main reasons for the decline in sales is cited as delays in the development of new models.
If Genesis decides to mass-produce 'supercars,' its main model lineup is expected to expand from the G and GV series to include high-performance premium vehicles. As premium automotive brands are expensive, they naturally have relatively lower sales volumes. Genesis was previously considered to have decent sales figures for a luxury brand, which can also be interpreted as having price competitiveness compared to overseas premium brands. However, there is no guarantee that this price competitiveness will be maintained if Genesis enters the supercar market in earnest.
Luc Donckerwolke, President, Chief Creative Officer (CCO), and Chief Design Officer (CDO) of Hyundai Motor Group, said, "Genesis is not resting on its achievements of the past decade but has taken on the challenge of a new field: endurance racing. The future of Genesis will move toward a perfect balance between luxury and high performance."
In addition, BMW showcased the 'iX3' and BYD introduced the 'Sealion 6 DM-i.' However, some voiced disappointment as other famous global automotive brands like Mercedes-Benz, Audi, and Volkswagen did not participate in the Busan Mobility Show.
Park Dong-seok, Director of the Busan Metropolitan City Advanced Industry Bureau, stated, "This Busan Mobility Show will be a meaningful venue where you can check the present and future of the future mobility industry in one place. We ask for the interest and attendance of citizens at this event, where you can personally experience the latest technologies and trends of the domestic and international mobility industry."