Hyundai Takes Full Control of Boston Dynamics in $335M Bet on Humanoid Robots
Hyundai Motor Group is tightening its grip on the robotics future. The automaker disclosed that it will make US robotics company Boston Dynamics a wholly owned subsidiary by acquiring SoftBank Group’s (9984.T) remaining stake of roughly 10%. Although the companies did not disclose terms, local media reported the deal likely carries a price tag of about 500 billion won ($335 million).
Why Full Ownership Matters
Taking complete control hands Hyundai (005380.KS) far greater strategic flexibility. Specifically, the automaker can now make long-term calls on investment, business strategy, and even a potential initial public offering for Boston Dynamics without needing to align with an outside shareholder. Hyundai first moved into the company back in 2021, when it acquired an 80% stake, so this purchase completes a years-long buildup.
Putting Robots on the Assembly Line
Hyundai isn’t buying for prestige — it has concrete deployment plans. Starting in 2028, the group intends to put Atlas, Boston Dynamics’ humanoid robot, to work at a manufacturing plant in Georgia. Initially, Atlas will handle parts-sequencing tasks. Then, by 2030, Hyundai expects to expand the robot’s role into broader manufacturing processes, including component assembly.
Robotics Push Collides With Labor Tensions
The timing, however, has sharpened friction with workers. Hyundai’s South Korean labor union has escalated industrial action over annual wage talks, staging two-hour partial strikes earlier this week and planning four-hour walkouts from July 20 to 22. Moreover, the union has explicitly tied its demands — including setting aside 30% of net income for bonuses and guaranteeing job security — to fears about automation. One union leader argued that Hyundai, along with affiliate Kia (which is also developing humanoid robots), appears intent on replacing human workers with new technology. The union warns that without new hiring, its membership could shrink by nearly 40% by 2032 as roughly 2,000 workers retire each year.
What the Market Took Away
Investors, meanwhile, largely shrugged at the announcement itself. Hyundai shares showed little immediate reaction; instead, the market focused on what the transaction signals about Boston Dynamics’ underlying valuation and its path toward a possible IPO.
The Bottom Line
Hyundai is doubling down on humanoid robotics at exactly the moment the technology is moving from demo reels to factory floors. Consequently, the deal positions the automaker to control one of the industry’s marquee robot makers outright — even as it navigates real tension between automation ambitions and its human workforce.
