[Why&Next] Naver's Strategic Platform Alliance with Hyundai Motor Company

Hyundai Motor Group Recruits Naver Developers
Securing In-Car Platforms Following PC and Mobile
Laying the Groundwork for the Future Mobility Ecosystem

A view of Hyundai Motor Group's next-generation infotainment system 'PleoS Connect' featuring Naver App, Map, and Whale services. Provided by Naver.

"Recruiting a core developer from Naver to Hyundai Motor Company was a bold move to establish Software-Defined Vehicles (SDV)."

As the mobility partnership between NAVER and Hyundai Motor Group accelerates, the IT industry increasingly views this as part of a bigger picture, with both companies' interests aligning. Since 2022, when Eun-sook Jin, President in charge of ICT at Hyundai Motor Group—formerly the head of Naver’s Technology Center and Chief Technology Officer (CTO) at NHN—joined the group, she has been leading Hyundai’s IT innovation strategy.

At the time, there were some comments that it was unusual for someone from the IT industry to take an executive position at a manufacturing-focused company like Hyundai Motor Group. However, it is now being analyzed as an example of President Jin's leadership in laying the groundwork for building a next-generation mobility ecosystem.

The close collaboration between Naver, which has a firm grip on the Korean market, and Hyundai Motor Group is notable because their interests are so well aligned. At last month's "2026 Busan Mobility Show," Hyundai Motor Group unveiled its new vehicles "The New Grandeur" and "The All New Avante," both equipped with the next-generation infotainment system "Pleaos Connect."

Pleaos Connect offers Naver's key services, including the Naver App, Naver Maps, and Whale browser. The plan is to expand the collaboration beyond simply providing apps or content, moving toward a win-win strategy of jointly building an SDV service ecosystem. Notably, beginning with The New Grandeur and including The All New Avante, which is scheduled for release later this year, Hyundai Motor Group’s SDV models equipped with Pleaos Connect will enable the use of Naver’s AI technologies and services.

With its proprietary Large Language Model (LLM) and AI services, Naver sees collaboration with Hyundai as crucial in evolving its platform beyond PC and mobile and into vehicles. As AI advances, drivers can enjoy a smart environment in which they freely access maps, search, local information, reservations, shopping, and payments from inside the car; this collaboration serves as a springboard for integrating AI services into vehicles. If the two companies succeed in developing an “in-vehicle AI agent,” it will further enhance the competitiveness of Hyundai’s SDVs. In the auto industry, Google’s influence with its in-car platforms and services continues to grow; for Hyundai, it is important to reduce dependence on Google, while for Naver—especially as Google Maps ramps up its presence in Korea—collaboration with Hyundai is crucial for protecting its market position.

In particular, the two companies are reportedly seeking active synergies in a number of fields, including robotics, autonomous driving, and the co-development of physical AI. The presence of several former Naver employees, besides President Jin, now spread throughout Hyundai Motor Group, is also worth noting.

Previously, Changhyun Song, former CTO of Naver, joined Hyundai Motor Company, serving as head of the AVP division and CEO of 42dot before retiring at the end of last year. After serving as Chief Security Officer (CPO) at Naver Cloud, Wonyuk Choi moved to become Chief Information Security Officer (CISO) of Hyundai AutoEver in 2024. Another executive, Dohyun Ji, who had worked at Naver, was recruited as Head of the SW Development Center at Hyundai AutoEver in 2024.

A Naver representative stated, "Through the in-vehicle platform, users will be able to experience a variety of Naver’s AI services," adding, "Collaboration between Naver, which holds a wealth of Korea-specific data, and Hyundai Motor Group is highly significant in building a Korean-style in-vehicle AI ecosystem."

This content was produced with the assistance of AI translation services.