Samsung Electronics Launches Robotics Division, Taps Former Hyundai Executive to Lead Strategy

Samsung Electronics announced Tuesday it has created a new robotics division to accelerate its development and commercialization efforts in the sector. The move underscores the South Korean technology giant's commitment to making robotics a key pillar of its future growth strategy.

Strategic Reorganization

In a statement, Samsung said the new unit, named the "Robotics eXperience" (RX) division, will report directly to the chief executive. Its mandate includes overseeing mid-to-long-term strategy, core technology development, and business execution for the company's robotics initiatives.

To lead the new Robotics Strategy Team, Samsung has appointed Executive Vice President Lee Dongkun. Lee previously spearheaded robotics strategy at Hyundai Motor Group, where his responsibilities included shaping the direction of the prominent robotics firm Boston Dynamics.

Growth and Expansion Plans

The formation of the RX division builds on Samsung's recent public statements about its robotics ambitions. During its January earnings call, the company said it aimed to achieve "tangible" results in its humanoid robotics business this year. In April, it noted that it would consider investments and acquisitions to accelerate its progress.

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Samsung also plans to establish robotics research hubs in key international markets, including the U.S., China, and Japan. The company stated this move is designed to strengthen its competitiveness by leveraging local ecosystems and expertise in these rapidly advancing regions.

Market Focus and Technology

Samsung indicated that advances in technology such as physical AI are making robotics an increasingly viable commercial business. The company's initial focus will be on developing humanoid robots for deployment in its own manufacturing facilities to improve productivity.

Following the industrial application phase, Samsung plans to expand its robotics offerings into the home and retail sectors. This long-term vision aims to enhance user experiences across a variety of environments.