Sporty Driving: An Open Call for Tech Visionaries

A joint Open Innovation Challenge by Hyundai CRADLE and Hyundai Motor Europe Technical Center in collaboration with Plug and Play

Story Topics Timeline About Hyundai

Hyundai CRADLE is driving open innovation and strategic investments by accelerating the development of advanced future technologies that align with Hyundai Motor Group’s long-term strategic direction, such as mobility services, the future of robotics, smart cities, eco-friendly technologies, and many more. We are here to build the future together, where all forms of transportation function seamlessly, safely, and sustainably. The HMETC (Hyundai Motor Europe Technical Center) is part of the world-renowned Hyundai, Kia and Genesis brands, and it is the company’s sole research and development center in Europe. Together Hyundai CRADLE and HMETC are looking for startups to elevate and support the future of sporty driving.

The Hyundai CRADLE & HMETC Open Innovation Challenge 2025, themed 'Sporty Driving: An Open Call for Tech Visionaries' aims to discover the most innovative entrepreneurial and technological projects in Europe’s and Israel’s automotive and mobility sector, with the focus on high-performance applications.

Applications Now Open!

The application phase for the Innovation Challenge is now live! Submit your entry by April 20. Check the FAQ for application guidelines.

A joint effort by

To find out more about the partners, click on their respective company logos.

General Topics

We are looking for innovative ideas and practices that will make a difference in the area of "Sporty Driving". Find your challenge within one of these five themes.

To register, please select one of the topic groups below. Inside each group, you'll find the respective challenges and an application form for submitting your company information.

1

Advanced Charging

Revolutionize electric vehicle charging with cutting-edge logic or hardware design. We're seeking innovative solutions to overcome charging limitations, particularly in challenging environments. This topic focuses on intelligent algorithms and thermal management systems that optimize charging speed and efficiency. We invite startups to develop technologies that push the boundaries of EV charging, ensuring seamless and rapid power delivery. Join us in shaping the future of electric mobility.

Check Out Challenges

Click here to find out more about this topic and apply for the challenges.

2

Thermal Devices

Drive thermal efficiency to new heights. We're seeking advanced thermal management solutions for high-performance electric vehicles. This topic covers innovative winding technologies, high-performance cooling for fuel cells, and immersion-cooled power modules. Develop technologies that enhance performance, extend component lifespan, and minimize system weight. Join us in pushing the limits of thermal engineering.

Check Out Challenges

Click here to find out more about this topic and apply for the challenges.

3

Adaptive Aerodynamics

Transform vehicle performance with adaptive aerodynamics. This topic focuses on dynamically adjusting aerodynamic properties in real time. We seek innovative hardware, logic, materials, and actuators to optimize stability and energy efficiency. Join us in developing the next generation of aerodynamic solutions.

Check Out Challenges

Click here to find out more about this topic and apply for the challenges.

4

Vehicle Dynamics Control

Elevate vehicle dynamics with advanced control systems. This topic focuses on active suspension and torque vectoring technologies. We seek innovative hardware and control logic to enhance stability, comfort, and handling. Join us in creating the next generation of dynamic vehicle control.

Check Out Challenges

Click here to find out more about this topic and apply for the challenges.

5

Advanced Propulsion System

Revolutionize electric propulsion systems. This topic focuses on multi-gear transmissions and supercapacitors for high-performance EVs. We seek innovations that enhance efficiency, responsiveness, and peak power. Join us in developing the next generation of electric powertrains.

Check Out Challenges

Click here to find out more about this topic and apply for the challenges.

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At Hyundai CRADLE, we believe the future of mobility is built on collaboration. Our mission is to empower innovative startups, providing them with the resources and guidance they need to transform groundbreaking ideas into real-world solutions. By fostering a dynamic ecosystem of entrepreneurship, we're driving the next wave of automotive technology, ensuring a better future for all.

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Sarah Laamimach

Senior Manager / Open Innovation

Hyundai CRADLE

HMETC is dedicated to pushing the boundaries of automotive engineering. We recognize that the most disruptive technologies often emerge from agile startups. By partnering with these innovators, we gain access to fresh perspectives and cutting-edge developments that complement our internal R&D efforts. This synergy allows us to accelerate the development of advanced solutions across all of our brands.

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Dr.-Ing. Ingmar Langer

Manager / Market, Innovation & Technology

HMETC

For whom?

We are looking for the best entrepreneurial technologies developed in Europe and Israel in the automotive and mobility sector.

Startups

From Series A to Scale-Ups: Startup teams working on the development of novel hardware and software solutions in the mobility and automotive sector.

Academia & Universities

R&D and University teams working on automotive-related applications both hardware and software.

SMEs & Collaborators

Established SMEs in the automotive and mobility space that can contribute to the Hyundai business units with existing or newly developed technologies and hardware applications.

Startups

From Series A to Scale-Ups: Startup teams working on the development of novel hardware and software solutions in the mobility and automotive sector.

Academia & Universities

R&D and University teams working on automotive-related applications both hardware and software.

SMEs & Collaborators

Established SMEs in the automotive and mobility space that can contribute to the Hyundai business units with existing or newly developed technologies and hardware applications.

What is in it for you?

We are offering the opportunity to initiate PoCs, receive strategic funding, as well as to gain access to our R&D resources.

Proof-of-Concept Opportunities
Initiate paid PoCs with Hyundai Motor Group, a leading multinational corporation, represented by HMETC and Hyundai CRADLE.
Opportunity for Project Funding
Gain the chance to receive strategic funding for joint development with Hyundai’s R&D teams.
Access to R&D Resources
Collaborate and network with Hyundai's R&D and Strategic Partnerships Groups.

Timeline

For a more detailed overview of our challenge schedule, you can find our timeline below.

Still interested?

Learn more about the challenge and frequently asked questions here.

QUESTION 1

Who can apply?

The Hyundai CRADLE & HMETC Open Innovation Challenge is open for applications from European and Israeli startups (from Series A to Series C+ stages), university teams, academia, and strategic partners that develop hardware and/or software solutions in the automotive sector

QUESTION 2

How can I apply?

Companies that meet the requirements can fill out the application form.

Filling out all the details should not take more than 15 minutes. In the following process, we will review your submission and transfer all applications to the respective business units within Hyundai where relevant decision-makers will decide about the next steps.

After this process, we will get in touch with you and let you know about the outcome and potential collaboration.

QUESTION 3

When is the deadline for the application?

The deadline is April 20, 2025, at 11:59 pm CEST.

QUESTION 4

Who will judge the applicants and what will the startup selection process look like?

All applications will be screened and evaluated by the Hyundai CRADLE Berlin Team and the R&D Teams from HMETC. The selected startups will take part in a fully virtual interview process.

QUESTION 5

My business has not launched and is still in the theoretical stage, can I still participate in a challenge?

We are very sorry, but we cannot consider applications from businesses that have not launched yet. The goal of this challenge is to generate a PoC that is based on an existing product (at least a prototype) in order to build on it afterward.

QUESTION 6

My company has been established for 5+ years. Can I still enter the application phase?

Of course, you are then welcome to apply to us. Besides startups we are also looking for university teams/academia and strategic partners that develop hardware and/or software solutions in the automotive sector.

QUESTION 7

Can I apply with multiple solutions?

You can apply with multiple solutions if they comply with the criteria.

More questions? Reach out to us.

Behind the scenes

Hyundai CRADLE, Hyundai Motor Europe Technical Center (HMETC) and STARTUP AUTOBAHN are proud to collaborate on the Hyundai CRADLE & HMETC Open Innovation Challenge 2025 "Sporty Driving: An Open Call for Tech Visionaries".

Hyundai CRADLE is Hyundai Motor Group’s corporate venturing and open innovation business, which partners and invests in promising global startups to accelerate the development of advanced future technologies that align with the company’s long-term strategic direction such as mobility services, smart cities, robotics and eco-friendly technologies (and many more).

CRADLE Berlin is leading the European market operation and has the exciting mission to identify startups, universities, and strategic partners that focus, amongst others, on ‘Disruptive Innovation’ being developed in the European region.

official website of Hyundai CRADLE

Hyundai Motor Europe Technical Center (HMETC), based in Rüsselsheim, Germany, serves as Hyundai Motor Group's European R&D center. Specialized in developing mobility solutions for the European market, HMETC has its core expertise in electric vehicle technology, advanced driver-assistance systems, infotainment, and vehicle refinement. HMETC actively seeks collaborations with startups offering innovative technologies that align with their vision of sustainable, people-centered mobility.

As a strategic investor, we explore disruptive technologies and business ideas while supporting European research and technology development at the regional level.

official website of Hyundai Motor Europe Technical Center (HMETC)

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STARTUP AUTOBAHN is an open innovation platform that provides an interface between innovative tech companies and industry-leading corporations. The basis of the program is the partnership that develops between startups and the corporate business units. The two entities hold on equal footing from the get-go: together they evaluate the potential for a joint venture, move forward to pilot the technology, and work to achieve the ultimate goal - a successful production-ready implementation. Designed with the intention to exceed startup acceleration, STARTUP AUTOBAHN moderates a community for collaboration with a focus on implementable results.

Mercedes-Benz AG, Plug and Play Tech Center, the University of Stuttgart, and ARENA2036 founded STARTUP AUTOBAHN in 2016 as a platform with a global reach. Since then, the partnership has grown exponentially to 35 partners.

official website of Startup Autobahn powered by Plug and Play

Reach out to us

For more information on the OI Challenge reach out to us on social media or via E-mail.

On Social Media

We are present on all big social media channels.

#startupautobahn

Via Email

If you have any further questions that haven’t been answered by our FAQ, don’t hesitate to reach out to our project contact.

g.kress@pnptc.com