Hyundai's Focus at JMS 2025: Gaming Culture & Hydrogen - CleanTechnica

Hyundai Motor Company made a significant return to the Japan Mobility Show (JMS) in 2025 after a 12-year hiatus, unveiling its largest public presence in Japan. Rather than directly competing with dominant Japanese automakers in the hybrid passenger vehicle market, Hyundai focused on two niche areas where it holds technological advantages: hydrogen fuel cell vehicles and integration with digital gaming culture. The highlight was the Japan debut of the all-new NEXO fuel cell electric vehicle, representing nearly three decades of Hyundai’s hydrogen research. The second-generation NEXO offers an impressive WLTP range of over 826 kilometers from a five-minute hydrogen refuel, thanks to increased tank capacity and improved powertrain performance, including better low-temperature operability and winter drivability. Hyundai aims to position itself as a collaborative partner in Japan’s hydrogen society vision rather than a competitor, with plans to launch the NEXO in Japan in the first half of 2026. In addition to the NEXO, Hyundai showcased its