Hyundai Motor vice chairman showcases self-driving technology at CES

Hyundai Motor Vice Chairman Chung Eui-sun reads a book while being driven by the autonomous Ioniq sedan in downtown Las Vegas, Nevada. Chung made a presentation during this year's Consumer Electronics Show in the city to introduce the carmaker's strategy for future mobility. / Courtesy of Hyundai Motor

By Jhoo Dong-chan

Korea's largest carmaker Hyundai Motor's Vice Chairman Chung Eui-sun showcased the company's self-driving technology at the 2017 Consumer Electronics Show (CES) in Las Vegas, Nevada, Thursday (local time).

Hyundai Motor unveiled a video clip during its media conference presentation, of Chung riding in the Ioniq autonomous driving vehicle with his hands off the steering wheel, in downtown Las Vegas. He also drank coffee and read a book while being driven.

"It was impressive. I was able to multitask, while being driven autonomously allowing me to be much more efficient," said Chung. "I am very confident that freedom in mobility may become a reality much sooner than everyone expects."

In the presentation, Hyundai Motor suggested its three visions for future mobility ― Freedom in Mobility, Clean Mobility and Connected Mobility.

It said Hyundai Motor is enhancing its safety technologies by developing artificial intelligence (AI) to counter potential accident situations. The carmaker has started to unveil its autonomous driving technologies with the Ioniq electric vehicle (EV) sedan at the Los Angeles International Motor Show last year, and showcased its self-driving technologies at night with local media in Las Vegas last month.

The autonomous Ioniq sedan Chung tested at the show also met the level 4 standard by Society of Automotive Engineers (SAE). SAE-level 4 means high automation, while level 5 means full automation.

"Hyundai Motor will collaborate with various global IT companies to introduce fully autonomous driving vehicles on the street as soon as possible," Chung said.

The Clean Mobility, Hyundai Motor's second vision for future mobility, is the automaker's vision to help reduce emissions and introduce eco-friendly vehicles.

Hyundai Motor said it is putting its utmost efforts into developing eco-friendly engines as an alternative to conventional gasoline and diesel engines.

Last year, Hyundai Motor introduced its environment-friendly models, the Ioniq Hybrid and Electric.

The Ioniq Hybrid received the top rating on fuel efficiency among vehicle models with hybrid and combustion powered engines from the U.S. Environmental Protection Agency last month.

Hyundai Motor also introduced the world's first mass-produced hydrogen fuel-cell vehicle (FCEV) Tucson SUV in 2013.

A Hyundai Motor official said the carmaker plans to have an eco-friendly lineup with five hybrid, four plug-in hybrid, four fully electric and one FCEV models by 2020.

Hyundai Motor's last vision for future mobility, Connected Mobility, is the automaker's ambition to make a vehicle an information hub.

Utilizing a vehicle as a hub to connect home, workplace and city infrastructure, Hyundai Motor has closely worked together not only with global network giants like Cisco but also with various domestic and startup companies.

During the 2017 CES, James Peter, director of Product Marketing in the Carrier Core and Multiservice Business Unit at Cisco, also joined Hyundai Motor's media presentation to introduce the two companies' strategy for future mobility.

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