Hyundai Motor Group is attempting to blaze a new trail for commercial robotics, namely, to sell humanoid robots and robotic dogs out of car dealerships. President and CEO José Muñoz outlined the vision at its 2026 CEO Investor Day, which is built upon the acquisition of Boston Dynamics in 2021.
By teaming up Boston Dynamic’s engineering and Hyundai’s distribution and financing system through Hyundai Capital, the group will provide end-to-end solutions for commercial buyers of robots. The new strategy can potentially disrupt the robotics industry as well as transform car dealers into something much more than just automobile retailers.
1. Hyundai’s Plan to Sell Robots in Car Dealerships
Hyundai Motor Group is boldly entering uncharted territory as it considers a novel idea to bring commercial robotics into the mainstream. Picture purchasing a humanoid robot or a robotic dog at your local car dealership. At the company’s 2026 CEO Investor Day, President and CEO José Muñoz laid out a business plan for integrating robot distribution through car dealers. The executive’s surprising statement could reshape the future of commercial robotics and fundamentally change the car dealership business model for decades.
Muñoz’s Grand Robotics Vision:
- Robots sold via dealers
- Hyundai Capital exploring financing
- Full value chain covered
- Development to sales integrated
- Revealed at 2026 Investor Day
During the August 2026 investor meeting, José Muñoz provided more details of how the automaker can utilize its business ecosystem, “we have potential distribution for sale of robots through dealer partners while Hyundai Capital is looking at financing possibilities.” The executive’s comments suggest that Hyundai can potentially disrupt not only the automotive market, but also the robotics industry as well.
2. Why Dealerships Have an Advantage in Robotics Sales
Hyundai Motor Group can capitalize on its existing business ecosystem to overcome one of the biggest challenges that the robotics industry faces today, namely, getting the products to end users. Unlike automakers that dominate dealership networks nationwide, most robotics startups lack the infrastructure to finance, sell, service, and maintain their products. By entering the robotics industry through established car dealers, Hyundai can provide a complete solution, something that other manufacturers cannot match.
The Dealership Advantage:
- Existing nationwide dealer network
- Built-in financing through Hyundai Capital
- Established maintenance infrastructure
- Trusted customer service systems
- Rare edge over robotics startups
The president and CEO’s comments were in line with the recent developments in the robotics industry. Hyundai Motor Group had acquired an 80% controlling interest in Boston Dynamics in 2021. The deal was worth $1.1 billion (1.52 trillion won), while Boston Dynamics was one of the most prominent names in the robotics industry. Since the acquisition, Hyundai has been integrating robotic technologies in its manufacturing process, and now the group is ready to explore various avenues for distributing the products. The company aims to utilize car dealers to sell some of the robotic technologies that Boston Dynamic has been developing.
3. Meet Atlas, the Humanoid Robot to Be Produced in Hyundai
One of the most prominent robots that Boston Dynamics has been developing is Atlas, a humanoid robot that can perform some remarkably impressive tasks. The robot can twist its torso 180 degrees, allowing it to reach around corners and behind objects. In May, Boston Dynamics showed off a video that featured Atlas lowering itself to the ground, lifting a mini-fridge, and then walking over to an engineer. According to Jose Munoz, Hyundai will start mass-producing the robot, while it will utilize these humanoids in its manufacturing process before eventually bringing it to retail customers.
Atlas by the Numbers:
- 180-degree torso rotation
- Lifted mini-fridge in demo
- Mass production confirmed by Muñoz
- Georgia deployment starts 2028
- Global expansion planned after
Hyundai Motor Group plans to utilize these humanoids in its manufacturing facilities starting in 2028. The first robots will be deployed at the Hyundai Motor Group Metaplant America in Georgia, where the humanoids will specialize in parts sequencing. After the initial deployment in Georgia, the company plans to expand the use of these robots in all of its manufacturing facilities. Through the data generated by these robots, Hyundai will be able to optimize the performance of these machines to improve production.
4. Hyundai Is Building a Robot Factory in the U.S.
In order to meet the demand for its various robots, Hyundai is building a robot manufacturing facility in the U.S. The company plans to unveil the facility in 2028 as the first commercial robot manufacturing facility in the world. The plant’s maximum production capacity is 30,000 units per year, where it will produce Atlas humanoids, Spot robotic dogs, and Stretch warehouse robots. Hyundai expects to reveal the location of the facility by the end of 2026.
U.S. Robot Plant Facts:
- Opens targeted for 2028
- Capacity up to 30,000 units
- Builds Atlas, Spot, Stretch
- Location announced end of 2026
- World’s first at this scale
Hyundai has already reserved 25,000 units for its robot lineup prior to the opening of the facility. Although the 30,000 number represents the max production capacity, the company has already earmarked some of the 2026 production for its robot testing and partnership initiatives with Google DeepMind. In order to prepare its robots for mass production, Hyundai unveiled its Robot Metaplant Application Center in the U.S. in June 2026.
5. Meet Spot, the Robotic Dog Designed for Dangerous Jobs
Another product that Boston Dynamics has been developing is a robotic dog named Spot. The quadruped robot has been utilized in numerous applications, from bomb squads to factory inspections. Spot has been employed as a guard dog, factory inspector, cleaner, and gardener. Additionally, the robot has also been utilized for military support, delivery assistance, and even pizza delivery and seagull fighter. Currently, Hyundai uses the robot for factory inspections and predictive maintenance.
Spot’s Many Jobs:
- Bomb squad observation duty
- Guard dog and inspector
- Factory cleaner and gardener
- Tested for military, delivery
- Weld shop inspections at Hyundai
As a robotic dog, Spot can perform a variety of tasks depending on its programming. In fact, the robot has been considered as a multipurpose machine, capable of fulfilling numerous jobs with relative ease. At Hyundai’s Georgia Metaplant – which produces the Ioniq 5 and Ioniq 9 – Spot is used for its weld shop inspection program. In the past, the quadruped robot has a public starting price of around $74,500. However, the company does not display a price list anymore; instead, robot buyers will have to request for a quote, which can vary depending on configuration and services.
6. The Warehouse Robot That Powers Logistics Giants
The last robot that Hyundai will unveil is Stretch, a single-armed, wheeled robot that specializes in warehouses and logistics. In essence, the robot is designed to remove the drudgery of repetitive physical work associated with the industry. As such, major logistics companies such as DHL and Maersk have been utilizing the robots for their warehouses in order to optimize their operations. By removing the labor, Stretch helps these companies tackle some of the most challenging jobs in the supply chain industry. The wheeled robot can also be utilized for any applications that require consistent, repetitive motion.
Stretch’s Role in Logistics:
- Wheeled, single-arm design
- Unloads shipping containers, trucks
- Used by DHL, Maersk
- Cuts repetitive warehouse labor
- Delivers immediate commercial value
This commercial application represents one of the most promising aspects of Boston Dynamic’s robots, at least from Hyundai’s perspective. As the company looks to utilize car dealers to sell its robots, it makes sense that the company will highlight the application of these robots outside of the manufacturing facilities.
7. This Is How Hyundai Capital Will Finance Robot Sales
Hyundai Capital can also provide structured financing for the purchase of these robots. The financing for the purchase can be similar to how car buyers can finance their vehicle purchase. In fact, Hyundai Motor Finance currently offers structured products for auto financing that can be used for the purchase of a vehicle. As of this writing, the financing company is offering 0% APR financing for qualified buyers for up to 72 months on 2026 IONIQ 9. In addition, the company is also offering $3,000 Bonus Cash, or $10,000 Customer Cash for qualified buyers of the battery electric vehicle.
Financing Model in Focus:
- Modeled on auto loan structure
- 0% APR precedent via HMF
- Robotics-as-a-Service model possible
- Bundles hardware and updates
- Lowers upfront cost barriers
By utilizing structured financing for the purchase of Boston Dynamic’s robots, car dealers can provide a wide range of financing options for commercial buyers of the products. Through a Robotics-as-a-Service model where hardware, software, and updates are bundled together, these financing programs can help remove the barriers of entry for various logistics managers, facilities contractors, and other commercial buyers facing acute labor shortages.
8. Rival Automakers Are Bringing Humanoid Robots to Manufacturing
Hyundai is far from alone in its pursuit to utilize robots in manufacturing and logistics applications. Around the world, automakers are racing to acquire robotic technologies and integrate them into their production facilities. By doing so, companies can improve productivity while reducing the risks associated with labor shortages. For instance, BMW recently completed a ten-month trial run of figure 02 at its Spartanburg, South Carolina assembly plant, where the humanoids were utilized to sort and transport heavy auto parts needed to build more than 30,000 BMW X3 vehicles.
Automakers Racing Into Robotics:
- BMW trialed Figure 02
- Toyota partnered with Agility
- Mercedes testing Apptronik’s Apollo
- Tesla building Optimus lines
- XPeng, Xiaomi advancing humanoids
Correspondingly, Toyota revealed it has partnered with Agility Robotics to deploy its blue-green humanoids within Canadian factories. Also using a humanoid robot with this purpose in mind, Mercedes-Benz has been testing out Apptronik’s Apollo in its factories, with tasks like logistics and part inspection on the agenda.
9. Tesla, XPeng, and the Humanoid Robot Race
Tesla is also looking to get into the humanoid robot business through its Optimus project, where Elon Musk envisions applications ranging from factories to home appliance functions. Tesla is also preparing its Fremont, California facility for the installation of the first production line, which, according to some reports, will be able to produce one million units annually. Much like Hyundai, Tesla envisions utilizing these humanoids in its manufacturing facilities before eventually opening up the sale to external buyers.
Global Humanoid Momentum:
- Tesla refitting Fremont plant
- Optimus line targets 1M units
- XPeng raised $900M for robotics
- IRON humanoid launching late 2026
- Xiaomi training CyberOne robot
Chinese automakers are also joining the humanoid robot race as they look to diversify their offerings. XPeng has raised more than $900 million for its robotics division at a valuation exceeding $6.3 billion and is planning to launch its IRON humanoid robot by the end of 2026, while it will distribute the product through its own retail stores. Additionally, Xiaomi is also training its next-generation CyberOne humanoid robot inside its automotive assembly facilities.
10. The Future of Car Dealerships Could Be Very Interesting
For Hyundai, moving into the robotics industry supports its strategic vision to shift into a Physical AI company, where the focus is on automated systems ranging from robotaxis to humanoid robots. Through the acquisition of Boston Dynamics and the application of its manufacturing capabilities, the company can provide an end-to-end supply chain from research, prototyping, full production, retail dealership, and financing.
The Road Ahead for Dealers:
- Dealers may sell robots too
- Physical AI is the goal
- Robots offer nonstop shift work
- Factory location due end 2026
- Showrooms could transform by 2028
While some may argue that robots will decimate the labor market, these machines can work around the clock without taking any sick leave or holidays. As such, robots can help fill the labor gap in a variety of industries, ranging from manufacturing to warehousing. Furthermore, as the company prepares to select the location for its new robot manufacturing facility by year-end 2026, car dealers may find themselves at the forefront of a new industry.
