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BRANDHyundai Cradle;
Optimism through Innovation

WORDS
LUCY DALE

4 minutes read

Innovation. Growth. Progress. These concepts have temporarily vanished from our global vocabulary. COVID-19 has temporarily put the brakes on production. But this pause has also invited us to take a step back and ask some more important questions: Why are we creating? Why are we innovating? Where are we headed?

Going beyond

It’s about creating
meaningful change.

At Hyundai we believe that the why is just as important as the what. Progress in not just about blindly moving forward. It’s about creating meaningful change. And for us, this is about finding better ways to move, reducing environmental impact and increasing productivity and happiness for all.

That’s why in 2017 we set up the Hyundai CRADLE.

A global innovation community that brings together the best minds and to accelerate future automotive technologies. We focus on innovations that will increase the world’s mobility and drive humanity forward.

We believe in drawing on the skills from a diverse pool, which is why we have hubs in 5 of the world’s most innovative, start-up friendly cities across the world. We regularly collaborate with universities, investment companies and research groups.

Works
Mobility

For us progress isn’t restricted to automotive tech, but human mobility solutions in general.

That’s why we’re investing not only in autonomous driving, but artificial intelligence, smart cities, new materials, robotics and developing the most efficient sources of green energy.

Developing
Robotics

ELEVATE is another recent innovation coming out of CRADLE Silicon Valley. A vehicle with robotic wheeled legs, ELEVATE allows users to drive, walk or even climb over uneven or dangerous terrain, whilst keeping passengers upright.

Walking Car

The intention behind this ‘walking car’ was not just to wow the world, but to overcome genuine barriers to human mobility.

It’s this kind of game-changing technology that CRADLE seeks. In fact, we only invest in ‘disruptive innovations’. This is not about endlessly pursuing exciting or click bait worthy tech, but investing in innovations that can genuinely improve people’s lives and even change the world.

The world has never been so in need of change and this is why we believe that innovation, growth and progress are not activities to be halted, but rather to be reimagined. After all, innovation is not just novelty if it’s solving real problems. Growth is not destructive if we’re growing in the right ways.

Now, more than ever, the world is in need of progress. But we need a why. We need a worthy goal. And for Hyundai, there is no more worthwhile cause than the advancement and betterment of humanity.

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