In an incredibly creative displays of co-branding, the Hyundai Motor Group announced their purchase and partnership with Boston Dynamics by releasing a video of global pop group sensation BTS dancing alongside robotic dog ‘Spot’ to their 2020 single ‘IONIQ: I’m On It.’
Because robotics are an “important area of business development”, Korean-based Hyundai acquired Boston Dynamics which began on its own robotic projects prior to the acquisition. To help workers with repetitive activities, the automotive company has advocated for the integration of robots and wearable technology into the car manufacturing process, such as the launch of the VEX, a wearable robot meant to assist production line workers. Another benefit for Hyundai is BD’s navigation technology, which might aid in the development of Hyundai’s autonomous and semi-autonomous technologies.
In a statement about the inventive collaboration, the car corporation said: “Hyundai Motor will expand its new robotics business with the acquisition of Boston Dynamics to provide customers with exciting mobility experiences,” stated Thomas Schemera, Executive Vice President and Global Chief Marketing Officer at Hyundai Motor. Proof positive that the firm has far bigger aspirations than simply assisting employees with technology, in December, the company confirmed its intentions to develop future humanoid robots, including ones that will act as caregivers in hospitals.
The agreement between the vehicle and robotic companies extends beyond simply exchanging technology, including collaboration on robotic component production and logistical solutions as robotics and automation are becoming more prevalent in car manufacturing and mobility.
Hyundai is not the first car company to have a robots sector as Honda’s Asimo project came to an end in 2018.
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Author: Luke Traina
Photo: Web Summit