Hyundai Motor, Kia open UX research studio in Shanghai

Hyundai Motor and Kia said Thursday they opened a new user experience research center in Shanghai to study Chinese consumer trends and apply them to future vehicle development.

The facility, called UX Studio Shanghai, relocated from the automakers' previous site in Shanghai's Huangpu district to a standalone building in the busy Jing'an district, making it more accessible to visitors.

The companies said China's advanced digital ecosystem and high consumer receptiveness to new technology, including multiscreen interfaces, voice-based services and connected in-car systems, make it a key market for studying future mobility trends.

Researchers at the site will study Chinese consumers' lifestyles and travel habits to shape what the companies call AI-Defined Vehicles — a concept in which artificial intelligence (AI) continuously learns from and optimizes a vehicle's functions, performance and user experience.

The companies said they also plan to work with local academic institutions, including Fudan University's School of Management, to study how social and cultural trends shape mobility ex ...