Maruti Suzuki Partners with 5 Startups to Drive AI-Powered Innovation

Maruti Suzuki India Limited ("Maruti Suzuki") has onboarded five startups: MiniMines, Easework AI, Sarvam AI, Siftly and CodeMate AI to co-create solutions across multiple business areas to enhance operational efficiency and elevate customer experience.

The selected startups are winners of the 5th cohort of the Maruti Suzuki Incubation Program (MSIP). MSIP is organized in partnership with IIM Bangalore's incubation hub for entrepreneurship and startup support, NSRCEL (Nadathur S. Raghavan Centre for Entrepreneurial Learning).

Mr. Hisashi Takeuchi, Managing Director & CEO, Maruti Suzuki India Limited said,

"At Maruti Suzuki, we have been actively working with startups to co-create innovative and practical solutions to address real business challenges. We are delighted to collaborate with five more startups. One of these startups, MiniMines, will support us in safely recycling end-of-life batteries, while the other four startups will help improve customer engagement and drive efficiency across our business operations."

Details of the startups and project areas:

Startup	Solution
MiniMines	Environment-friendly recycling of end-of-life Lithium-ion batteries and extraction of precious materials
Easework AI	End-to-end workflow automation of procurement process related indirect consumables using agentic AI
Sarvam AI	GenAI agents, with multilingual support, for better customer interaction across all touchpoints
Siftly	Use of Generative AI for enhancing brand visibility
CodeMate AI	Use of AI for faster development of software applications used in business processes

About Maruti Suzuki's Innovation Programs:

Maruti Suzuki has built multiple programs to provide the right direction and support to startups in developing innovative solutions to help solve real-world business problems. In its journey of 7 years, around 7,400 startups have been screened, over 250 startups were engaged and 38 of these startups have been onboarded as partners, delivering value to our business.

Some of the major programs are:

· Maruti Suzuki Accelerator: Launched in January 2019, through this program, Maruti Suzuki fosters open innovation in the automobile manufacturing and mobility space, by collaborating with growth-stage startups to co-create cutting-edge technological solutions

· Maruti Suzuki Incubation Program: Started in August 2020 with an aim to nurture technology enabled startups defining future of mobility. NSRCEL supports the program by identifying high-potential mobility startups in early-stage, providing hands-on expert mentorship, and offering access to IIM Bangalore's rich academic and entrepreneurial ecosystem

· Mobility Challenge: Initiated in June 2021 to explore new age technologies and help startups in mature stage to showcase their cutting-edge innovative solutions in the mobility space

· Nurture: Started in 2023 as a Pre-Incubation Program for idea-stage startups in collaboration with IIM Calcutta Innovation Park

· FundRays: An investment readiness program for Maruti Suzuki Innovation alumni startups, launched in September 2025 in partnership with ISB Hyderabad

Hyundai Launches Pleos Connect, AI‑Powered Infotainment for 20 Mn Cars by 2030

Hyundai Motor Group has introduced Pleos Connect, a next‑generation in‑vehicle infotainment system designed to transform the driving experience and accelerate the company’s shift toward software‑defined mobility.

Pleos Connect is built on three pillars — intuitiveness, safety, and openness — combining a mobile‑friendly interface with advanced artificial intelligence. The system will receive continuous upgrades through over‑the‑air (OTA) updates.

The rollout begins in May with the new GRANDEUR in Korea, followed by the IONIQ 3 in Europe, and will expand globally. Hyundai aims to equip 20 million Hyundai, Kia, and Genesis vehicles with Pleos Connect by 2030.

Intuitive Cockpit Design

• Large Central Screen divided into driving information, apps, and a bottom bar for quick access
• Slim driver‑focused display presenting speed, media, and directions
• Physical buttons on steering wheel and below the screen for safety
• Gesture controls allow repositioning or closing apps seamlessly

Smarter Navigation

• Simplified layouts with clear icons
• Modular interface for multitasking
• Real‑time route guidance powered by live traffic data

Gleo AI: The Intelligent Companion

At the heart of Pleos Connect is Gleo AI, Hyundai’s advanced voice assistant.

• Context‑aware commands like “navigate there”
• Multi‑command processing in a single request
• Integrated vehicle control with natural language
• Zone‑specific recognition for personalized commands

Open App Market Ecosystem

Pleos Connect introduces an App Market for third‑party services.

• Seamless integration with NAVER maps and auto services
• Rich media content including YouTube and Spotify
• Future expansion into gaming, entertainment, and vehicle management
• Pleos Playground developer platform for global collaboration

Toward AI‑Defined Vehicles

Pleos Connect marks Hyundai Motor Group’s first step toward Artificial Intelligence–Defined Vehicles (AIDVs), where personalized AI assistants will redefine the relationship between driver and vehicle.

Pleos Connect is a next‑generation infotainment system that offers customers an elevated mobility experience by combining a mobile‑friendly platform with advanced AI technology. – Jongwon Lee, Senior Vice President, Hyundai Motor Group. 

Key Takeaway: Pleos Connect positions Hyundai Motor Group as a leader in software‑centric mobility, blending AI, safety, and openness to deliver a scalable platform for millions of drivers worldwide.

Hyundai’s Pleos Connect directly positions the company against rivals like Tesla, Mercedes-Benz, BMW, and Volkswagen, all of whom are racing to integrate AI-driven infotainment and voice assistants into their vehicles. The competition is centered on creating software-defined vehicles (SDVs) with intuitive cockpits, personalized AI, and open app ecosystems.  

Key Competitors in AI Infotainment

Automaker	Infotainment / AI System	Core Features	Competitive Edge vs Hyundai
Tesla	Proprietary infotainment with large central touchscreen	Minimalist design, OTA updates, integrated voice commands, app ecosystem	Strong EV brand, but criticized for lack of physical buttons; Hyundai differentiates with hybrid touch + physical controls for safety.
Mercedes-Benz	MBUX (Mercedes-Benz User Experience)	AI voice assistant (“Hey Mercedes”), AR navigation, personalized profiles	Premium luxury positioning; Hyundai aims for mass scalability (20M cars by 2030) vs Mercedes’ niche luxury market.
BMW	iDrive 8 with BMW Intelligent Personal Assistant	Natural language AI, gesture controls, OTA updates, customizable cockpit	Focus on driver personalization; Hyundai’s Gleo AI emphasizes multi-command processing and zone-specific recognition.
Volkswagen Group (Audi, VW, Porsche)	VW Digital Cockpit / Audi MMI	Voice assistants, modular infotainment, OTA updates	Strong modular approach; Hyundai adds openness with its App Market for third-party developers.
General Motors	Ultifi software platform	Cloud-based infotainment, OTA updates, integrated apps	GM emphasizes developer ecosystem; Hyundai mirrors this with Pleos Playground for global developer collaboration.

Competitive Analogy

• Tesla vs Hyundai: Tesla pioneered OTA updates and minimalist infotainment, but Hyundai addresses safety with physical buttons alongside touchscreens.
• Mercedes-Benz vs Hyundai: Mercedes’ MBUX is luxury-focused, while Hyundai’s Pleos Connect aims for mass adoption across Hyundai, Kia, and Genesis.
• BMW vs Hyundai: BMW’s AI assistant emphasizes personalization; Hyundai’s Gleo AI adds multi-command execution and cabin zone recognition.
• Volkswagen vs Hyundai: VW emphasizes modularity; Hyundai’s App Market and developer platform create a more open ecosystem.
• GM vs Hyundai: GM’s Ultifi focuses on cloud integration; Hyundai’s Pleos Connect builds a developer-friendly platform with AI-defined vehicle ambitions.

Strategic Takeaway

Hyundai’s Pleos Connect bridges gaps competitors left open:

• Safety-first design with physical + digital controls
• Scalability to 20M vehicles vs luxury-limited rollouts
• Open ecosystem with App Market + developer tools
• Advanced AI voice assistant (Gleo AI with multi-command, context-aware, zone-specific recognition)

This positions Hyundai as a mass-market disruptor, blending premium AI features with accessibility, while competitors remain either luxury-focused or EV-centric.

Hyundai Motor Opens CoE for Future Mobility at IIT Delhi

Hyundai Motor Group (the Group), on Thursday, announced the opening of the Hyundai Center of Excellence (CoE) for future mobility technology (Hyundai CoE) at the Indian Institute of Technology (IIT) Delhi.

This initiative is establishing a joint research system to advance future mobility technologies focused on electrification and battery systems, reflecting the Group’s commitment to driving innovation tailored to the needs of Indian customers.

To recall, it was in December last year when Hyundai Motor announced partnership with three IITs – IIT Delhi, IIT Bombay and IIT Madras.

The Group has selected nine joint research projects in collaboration with IITs as part of its long-term academic-industrial cooperation framework. These projects cover key focus areas including:

• Battery cells, systems and testing
• Battery management systems (BMS)
• Energy density enhancement
• Safety
• Durability
• Diagnostic technologies.

The initiative also explores new materials and system components, driving forward innovation in battery design and performance.

Hyundai Motor Group officials – including Heuiwon Yang, President and Head of the R&D Division; Unsoo Kim, Managing Director of Hyundai Motor India Limited; and Chang Hwan Kim, Executive Vice President and Head of the Electrification Energy Solutions Tech Unit – attended the main agreement ceremony held in New Delhi. They were joined by IIT representatives, including Prof. Rangan Banerjee, Director of IIT Delhi; Dean Manu Santhanam from IIT Madras; and Dean Sachin C. Patwardhan from IIT Bombay.

The Steering Committee of the Hyundai CoE will be co-chaired by EVP Chang Hwan Kim and Dean Bijaya Ketan Panigrahi at IIT Delhi.

“We’re excited to work with India’s brightest minds in battery innovation,” said Heuiwon Yang, President and Head of R&D Division at Hyundai Motor Group. “Collaborating with leading researchers and IIT professors through the Hyundai Center of Excellence for future mobility technology will help us develop technologies tailored to India while contributing to its economy and society. We see this partnership with India’s academia and industry as a foundation for building a sustainable future together.”

Future Technology Research

In parallel, the Group is expanding its Future Technology Research Program, which has been in operation since 2021. Unlike the general operation methods of academic-industrial projects, the program allows university faculty members to propose their own research topics, which are then reviewed and selected by the Group.

Previously limited to domestic universities and Korean professors at overseas institutions, the program has been expanded to include foreign faculties – beginning with professors at IITs. This marks a significant step in globalizing the Group’s academic collaboration efforts.

Starting with IIT Delhi, the Hyundai CoE will expand in phases to build an India-wide network of experts, connecting leading researchers and institutions across the country.

Currently, the Group collaborates with three IIT universities (IIT Delhi, IIT Bombay, and IIT Madras), engaging around 30 professors. By December 2025, it aims to expand its reach to 10 universities in India, including non-IIT institutions, with approximately 100 professors participating.

The Group is organizing a range of initiatives to further strengthen this collaborative ecosystem. These include:

• Technology exchange forums bringing together experts from both India and Korea
• Global conferences on battery and EV technologies to share insights on trends and policies
• Policy dialogue sessions that engage key stakeholders from the Indian government, academia, and industry to discuss the future of the mobility and electrification sectors

As the Group’s first academic-industrial collaboration model for a growth economy, the Hyundai CoE is set to become a central hub for research and innovation. It will play a key role in advancing future mobility solutions while fostering a strong, localized innovation base tailored to the evolving needs of the Indian market.