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Hyundai Motor Group Opens UX Research Hub in Shanghai
Hyundai has opened a new UX research hub in Shanghai, marking a strategic shift toward localizing software design for the Chinese market.
What: The three-story UX Studio Shanghai serves as the fourth global research hub alongside Seoul, Frankfurt, and Irvine, featuring an Open Lab for public testing and an Advanced Lab for simulation-based co-development.
Why it matters: The 'In China, For China, To Global' strategy suggests Hyundai is decentralizing its software-defined vehicle development to better compete with localized Chinese tech giants.
Decoder
- Software-defined vehicle: A car whose features and functions are primarily enabled or updated through software, often requiring continuous cloud connectivity and OTA (over-the-air) updates.
Original article
Hyundai Motor Group has opened UX Studio Shanghai, a dedicated user experience research hub in Jing'an district, completing its four-city network alongside Seoul, Frankfurt, and Irvine facilities. The three-story studio splits into a public Open Lab, with Explorer, Test, and Archive zones, and an invite-only Advanced Lab housing a simulation platform for concept-to-validation co-development.
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