Goal Consulting
Strategy & Innovation

Geopolitics & 3-D Negotiations
in Action

Nikos Chatzis

“…Hyundai Motor Group has announced the name of its United States-based urban air mobility (UAM) division on Tuesday.

Headquartered in Washington, D.C., Supernal’s role will be to carve a spot for the company in the advanced air mobility (AAM) industry by developing a family of eVTOL aircraft and bringing together public and private stakeholders to help shape the company’s position in the industry.

“In adding a new dimension to mobility, we are on a mission to transform how people and society move, connect, and live,” said Jaiwon Shin, chief executive officer of Supernal and president of Hyundai Motor Group, in a press release.

Supernal is setting its sights at launching its first commercial flight in 2028. Shin said the company has bold ambitions in the AAM space, but being first to market is not one of them.

“We are working to build the right product and the right integrated market, and we will leverage Hyundai Motor Group’s scaled manufacturing expertise to ensure AAM reaches the right price point and is accessible to the masses,” Shin said.

Hyundai first announced the launch of its UAM division in 2019. Since then, the company has developed its initial concept vehicle, the S-A1 air taxi, which it hopes will begin the certification process with the United States regulatory agencies in 2024. The company said its first vehicle will be electric-powered, autonomous, and capable of accommodating four to five passengers on initial urban and urban-adjacent routes.

Supernal said its team of experts in the aerospace, automotive, and deep tech industries is working to develop a commercially viable eVTOL from the start, “designing and manufacturing our vehicle to the highest safety, noise, efficiency, and affordability standards,” said Ben Diachun, chief technology officer at Supernal.