Frank MeijerFCEV Team

Hyundai

Deployment in Europe

November 13th, 2013Offenbach

Hyundai’sGlobal Approach

North AmericanDevelopment / U.S.A.

European Development

AsianDevelopment / Korea

FCEV and HRS status in Europe

CurrentStatusCurrentStatus

Governments lead to deploy FCEV and HRS is small.- FCEV and HRS expected to spread

according to SOP of Competitors.

Currently : HRS – 23, FCEV Market Volume –

166 units in Europe

HRS StatusHRS Status

FCEV StatusFCEV Status

HRSHRS

700bar & Public Stations still delayed currently 23 units

StatusMainly located in Germany, UK, and Nordic Countries.(about 21% of expected in 2011)

Country Previous(expected in 2011)

Current(Others)

Germany 23~43 13 (18)

UK 11 2 (10)

Denmark 14 2 (1)

Norway 6 5 (1)

Others 36 1 (20)

TTL 90~110 23 (50)

Others Private or 350bar Stations /

350 bar limited refueling capacity (Distance < 250km)

ReasonHigh Price to build up HRS (about 1.5~2 mil. Euro), Delayed Government Policy

PerspectiveHRS expected to increase at SOP of Competitors.

HRS STATUS

FCEVFCEV

Mainly Germany and Nordics deployed FCEV just 166 units

StatusHMC (30), Competitors (136) Mainly in Germany and Nordic Area (about 3% of expectation, competitors still in prototype phase)

ReasonDue to High MSRP, FCEV deployed by missing incentives from Government and Municipal Bodies

PerspectiveCompetitors announced to launch FCEV with Reasonable Price

Country Previous(expected in 2011)

Current(ix35 FCEV)

Germany 1819 132 (6)

UK 255 -

Denmark 1300 17 (17)

Norway 800 13 (3)

Others 995 4 (4)

TTL 5169 166 (30)

FCEV STATUS

2nd Generation2005 - 20082nd Generation2005 - 2008

4th Generation2012 - 20164th Generation2012 - 2016

3rd Generation2009 - 20113rd Generation2009 - 2011

5th Generation20175th Generation2017

1st Generation2000 - 20041st Generation2000 - 2004

FCEV Commercialisation

Core TechnologyDevelopment

Several FCEVs

System TechnologyDevelopment &Fleet Operation

Stack Bipolar Plate- Graphite

Tens of FCEVs/year

Semi-AutomaticProduction

Stack Bipolar Plate- Metal

> 100 FCEVs

Pre-CommercialProduction(pilot-scale)

1000 FCEVs

CommercialProduction

Full AutomatedProduction line

Several thousandFCEVs

Step 1 Step 2 Step 3 Step 4 Step 5

?

• Companies with an interest in hydrogen (e.g. production or supply)

• Governments• Subsidized sales

GAS

• SME

General competitor for ICE/EV/PHEV

• Private

• Governments• Subsidized sales• Corporate Companies

2016 - 20202016 - 2020 2020 and beyond2020 and beyond2013 - 20162013 - 2016

Innovators Early Adopters Early Majority Late Majority Laggards2,5% 13,5% 34% 34% 16%

Target Customers

MarketsMarkets FCEV SalesFCEV SalesHRSinfrastructureHRSinfrastructure

After SalesAfter SalesOrganization Organization

4th Generation FCEV deployment

Setup appropriate FCEV team structure

Key Markets Setup and maintain relationships with Hydrogen producers to increase HRS

Develop HRS near Hyundai facilities

Invest and seek subsidies at to increase HRS

H2Mobility initiatives

EU Funded Program

~75 units

Sales coordination

Hydrogen related companies

Governments

Innovators

Ensure After Sales points in area´s where FCEV´s are deployed

Support markets with modifications

Technical support at FCEV events

1) Sales2) Marketing3) Aftersales4) Engineering

Ensure markets follow HME structure

1) UK 2) DE3) NOR 4) DK5) SWE

Secondary important markets

1) F 2) NL3) BE 4) CH5) AT

Marketing activities

Thank you감사합니다