Kia to Use Robots in US, Debut Software Car and Hybrid Truck

Kia Corp. will begin using humanoid robots in its U.S. factories from 2029 and is developing a new hybrid truck for the American market as well as its first software-defined vehicle, a push by the South Korean carmaker to bolster competitiveness in key segments and next-generation technologies.

The affiliate of Hyundai Motor Co. plans to complete its first software-defined vehicle by the end of 2027, it said Thursday at the unveiling of a business strategy plan in Seoul. The car will have an advanced driver-assistance system known as Level 2+ that typically allows for hands-free operation on highways, with Kia planning to launch a more advanced version capable of being used on regular roads in early 2029.

Related: Top 20 Vehicles Sold in United States in Q1 2026

Kia also plans to introduce a new midsize truck in the US with a gas-electric hybrid powertrain, part of a plan to expand its hybrid lineup to eight models by 2030 in line with the growing popularity of those vehicles among American buyers, Chief Executive Officer Ho Sung Song said at the company’s investor day. That truck, a so-called body-on-frame vehicle, will also be offered in an extended-range electric version, or EREV, he said.

That parallels Hyundai’s planned midsize pickup with a body-on-frame architecture, which allows for greater towing capacity and more off-road capabilities than a car-based unibody vehicle. It aims to build that truck in the U.S. Song did not specify where the Kia vehicle will be made, but high tariffs on imported pickups have forced most other automakers to manufacture trucks in the U.S.

In another move tracking its sister brand, Kia said it will deploy the Atlas robot, developed by the group’s Boston Dynamics unit, at its Georgia facility in 2029. Initially, the humanoid robot will take on simple manufacturing tasks to improve safety and productivity, before using AI learning to expand into higher-value processes. Hyundai announced plans in January to use Atlas at its own factory in Georgia starting in 2028.

Related: IIHS: Hyundai, Mazda and Kia Among Safest Cars in 2026 Test

Carmakers are increasingly looking to software — in-car infotainment, advanced driving-assistance technology and over-the-air updates to improve performance — as well as manufacturing efficiency to help them weather an uncertain consumer outlook, particularly for electric cars.

Software-defined vehicles are a rapidly growing part of the auto market. The sector is worth around $250 billion to $300 billion, with the potential to exceed $1 trillion over the next decade, KPMG wrote in a report in February, citing industry estimates.

For Kia, the SDV transition will allow the company to generate continuous revenue throughout a vehicle’s lifespan via software subscriptions, significantly increasing per-unit profitability and lowering repair-related costs, said Samsung Securities Co. analyst Esther Yim.

Kia will invest more than $500 million to strengthen its physical AI capabilities and vision-language-action models, as well as deepen strategic partnerships with technology companies like Google’s DeepMind and Nvidia Corp.

The carmaker’s technology push is part of a broader recalibration of its sales outlook, as Kia joins other major brands in shifting their EV plans.

Kia cut its annual EV sales target to 1 million units by 2030, from the goal of 1.26 million it set last year. It will expand its hybrid lineup to 13 models, with an aim to sell 1.1 million units by 2030 — a slight increase on its previous estimate of 1.07 million.

The carmaker’s total global sales target is now 4.13 million units, down from the 4.19 million it previously projected. It’s looking to sell 1 million units in the U.S. and 1.5 million in emerging markets, including a heavy focus on India.

Top photo: A Boston Dynamics Atlas robot during the 2026 New York International Auto Show on April 1. Photographer: Bing Guan/Bloomberg.