Samsung creates robotics division, hires ex-Hyundai exec

Key Takeaways

• Samsung's new RX division reports directly to the CEO, signaling robotics is now a core strategic priority
• Lee Dongkun, former Hyundai robotics strategist who oversaw Boston Dynamics direction, will head strategy
• Samsung plans research hubs in the US, China, and Japan, with humanoid robots targeting manufacturing first

Samsung Electronics is betting big on robotics. The South Korean giant announced Tuesday it will create a dedicated robotics division that reports directly to the CEO, a move that elevates the business from R&D project to strategic priority. The division will be called RX, short for Robotics eXperience.

The executive choice matters as much as the structure. Samsung hired Lee Dongkun, an executive vice president who previously ran robotics strategy at Hyundai Motor Group. That role included oversight of Boston Dynamics, one of the world's most recognized robotics companies. Samsung is importing expertise from a competitor's playbook.

What will the RX division actually do?

Samsung says the RX division will oversee mid-to-long-term robotics strategy, core technology development, and business execution. That's corporate speak for: this is not a lab. The company wants commercial products.

The plan starts with humanoid robots for manufacturing sites. Samsung will deploy robots in its own factories first, then expand into home and retail sectors. The progression makes sense. Factory environments are controlled and predictable. Home environments are chaos. You learn to walk before you run.

Samsung also plans to open robotics research hubs in the United States, China, and Japan. The company explicitly cited these countries as places where robotics technology is advancing rapidly. Building local teams lets Samsung tap regional talent pools and, crucially, stay close to competitors.

Why now?

Samsung pointed to physical AI as the enabling factor. The convergence of machine learning with mechanical engineering has reached a threshold where commercial robotics businesses are becoming viable. Large language models that can reason about the physical world, combined with cheaper sensors and actuators, have changed the economics.

During its January earnings call, Samsung said it aimed to achieve tangible results in its humanoid robotics business this year. In April, executives indicated the company would pursue acquisitions where necessary to speed up development. This is not a patient, wait-and-see approach.

The timing also reflects competitive pressure. Tesla continues developing its Optimus humanoid robot. Amazon has deployed hundreds of thousands of robots in its warehouses. Chinese companies like Xiaomi are moving fast. The global service robotics market sits around $23 billion today and projections suggest it will roughly double by 2030.

The Boston Dynamics connection

Hiring Lee Dongkun is a pointed move. Hyundai owns 80% of Boston Dynamics after acquiring the company for $1.2 billion in 2020. Boston Dynamics produces Spot, the yellow quadruped robot that became a viral sensation, and Atlas, its humanoid research platform.

Lee did not run Boston Dynamics directly, but he shaped how Hyundai Motor Group approached the robotics opportunity. He understands what works and what fails when a traditional manufacturing conglomerate tries to build a robotics business. Samsung, another traditional manufacturing conglomerate, apparently wants that knowledge.

Whether Samsung can attract the engineering talent to compete is another question. Robotics PhDs have options. The company's brand recognition helps, but so does Boston Dynamics' reputation for technical ambition. Samsung will need to prove it is serious about research, not just commercialization.

What this means for Samsung's broader strategy

Samsung generates roughly $260 billion in annual revenue across semiconductors, displays, smartphones, and appliances. The company has resources. But its core businesses face pressure. The smartphone market is mature. Memory chips are cyclical. Consumer electronics margins are thin.

Robotics offers a growth story. If Samsung can build robots that handle manufacturing tasks, it reduces labor costs in its own factories. If it can sell those robots to other manufacturers, it creates a new revenue stream. If it eventually brings robots into homes, it creates a platform for services and software.

The CEO-level reporting structure is the clearest signal. Most companies bury robotics in a research division or an innovation lab. Samsung is saying: this is a business, and the CEO will hold someone accountable for results.

Frequently Asked Questions

What does Samsung's RX division stand for?

RX stands for Robotics eXperience. It is Samsung's new robotics division responsible for strategy, technology development, and commercialization.

Who is Lee Dongkun at Samsung?

Lee Dongkun is an executive vice president who will head Samsung's Robotics Strategy Team. He previously led robotics strategy at Hyundai Motor Group, including oversight of Boston Dynamics.

When will Samsung release humanoid robots?

Samsung said it aims to achieve tangible results in humanoid robotics this year. The company plans to deploy robots at manufacturing sites first before expanding to home and retail sectors.

Where will Samsung build robotics research hubs?

Samsung will establish robotics research centers in the United States, China, and Japan to access regional expertise and talent.

Source: Tech-Economic Times / ET