DYA Secures New Armrest Order for Genesis GV80 and GV70
Automotive seat specialist DYA announced on November 9 that it had been selected as a supplier of armrests for the JX2 and JK2 projects. JX2 and JK2 are the project codenames for the development of successor models to the Genesis GV80 and GV70, respectively, which Hyundai Motor is currently developing.
DYA is an automotive parts company that manufactures car seats, foam pads, headrests and armrests, and supplies products for various models made by Hyundai Motor, Kia and KGM. The company said the order was significant because it expanded its order portfolio for premium SUVs on the strength of its existing automotive seat and parts businesses.
The company is strengthening its production capabilities. It has identified reorganizing its production sites across Gwangju, Hwaseong, Inju and Ulsan, automating processes, and connecting its sites as key priorities. It plans to establish a supply system that can respond to changes in its customers' production strategies and expand its seat and parts businesses in future mobility sectors, including electric vehicles (EVs) and purpose-built vehicles (PBVs).
The new order is a business opportunity that supports this mid- to long-term growth strategy. Based on the order, the company plans to build a business structure that links investment, mass production and cash generation, while diversifying the models and product categories it supplies.
A DYA official said, "This order strengthens our parts supply base for premium SUVs and secures a new source of future revenue. We will faithfully respond to development and mass-production preparations tailored to the requirements of each model, and pursue additional orders by leveraging our accumulated capabilities in the seat and parts businesses."
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Meanwhile, in its value-up plan announced in September 2026, DYA set a target of KRW 1.2 trillion in revenue in 2028 and maintaining an operating margin of at least 5%. The company plans to pursue revenue growth and improved profitability by securing orders for new models, improving the operational efficiency of its production sites, and expanding its future mobility portfolio.
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