Hyundai Motor launches CRADLE Berlin for innovation

By Kwak Yeon-soo

Edvin Eriksen, head of Hyundai CRADLE Berlin. / Courtesy of Hyundai Motor

Hyundai Motor has launched its innovation hub CRADLE in Berlin to lead future technology advancements in the European region, the company said Friday.

CRADLE is Hyundai Motor Group's corporate venturing and open innovation business that partners with and invests in promising global startups to accelerate the development of future technologies, including mobility services, smart cities and eco-friendly technologies.

This is the fourth CRADLE office worldwide, following bases in Seoul, Silicon Valley in the U.S. and Tel Aviv, Israel.

The company expects the Berlin branch will lead the regional market operation and discover startups and partners that focus on “disruptive innovation” across Europe.

“Germany has been traditionally known for its manufacturing, design and excellence in quality,” said Edvin Eriksen, head of Hyundai CRADLE Berlin. “Berlin is a dynamic hub with an international reputation for digital innovation and brings additional value to these historical strengths.

“As a strategic investor, we are exploring disruptive tech and business ideas and are going to support European research and technology development at a regional level. With this in mind, we have already started some interesting partnerships in various European cities and will continue growing.”

CRADLE has already partnered with several European ventures and innovation platforms based in Germany, France, Switzerland and the U.K., including Earlybird, WayRay AG and NUMA.

Eriksen recently joined Hyundai CRADLE Berlin after spending six years in Silicon Valley spearheading partnerships and investments for various automotive industry leaders.

Before that, he spent over 12 years in Germany, working on open innovation projects in the mobile and automotive sphere.

Hyundai Motor is also planning to launch another innovation center in Beijing as part of its mission to make new mobility platforms.

“Our mission is to accelerate transformation as a global leader in mobility,” a Hyundai Motor official said. “We will take this opportunity to create an ecosystem for innovation.”