Doing it Differently: Supernal Takes the ‘First to Scale’ Approach

The fledgling advanced air mobility industry is witnessing hectic activity, with several companies competing to gain first mover advantage. Hyundai subsidiary Supernal is taking another route to success.

“Supernal is taking a ‘first to scale’ approach over the ‘first to market’ sentiment you see across the industry,” says Adam Slepian, Chief Commercial Officer, Supernal, in an interview. “We are taking the time to advance vehicle systems and manufacturing processes. This will lead to a more affordable vehicle and means to quickly ramp up production to meet the volume of demand we expect to see in the coming decades. This year, we are heavily focused on systems integration and manufacturing technology maturation.”

Over the last few months, Supernal has signed collaborative agreements with many companies, including Microsoft, BAE Systems and Honeywell. In a brand-new sector, how crucial are such partnerships for a company?

In order for Advanced Air Mobility to become a wide-spread mode of transportation, every detail — from the passenger experience to regulations and infrastructure — needs to be addressed from the start and work in lockstep with one another. This is why you see Supernal striking partnerships with a variety of companies and industries.

We are partnering with legacy aviation suppliers, like BAE Systems, Honeywell, GKN, Qarbon and UMBRAGROUP, to advance existing aviation technologies to meet eVTOL vehicles’ unique requirements. This is a testament to our commitment to achieving the highest levels of commercial aviation standards.

We are also partnering with new entrants to the aviation industry. For weather forecasting, we have a partnership with TruWeather. This will provide a comprehensive view of low-altitude weather and enable us – and the rest of the industry – to more accurately assess and predict weather conditions at critical locations and along flight paths.

Radars (Echodyne): Spans onboard systems for in-flight situational awareness to ground-based solutions for enhanced operational clarity in dense airspace, such as vertiports, flight areas and corridors.

Satellites (Inmarsat): Defines the application of satellite connectivity in AAM; will conduct testing and data sharing to optimize hardware and network systems. We will connect our eVTOL to Inmarsat’s Velaris SATCOM service to assess capabilities such as aircraft state and telemetry monitoring.

Being a Hyundai subsidiary must have its advantages. Can you talk about that?

As part of Hyundai Motor Group (HMG), Supernal has the time and resources to develop AAM the right way. HMG’s business spans 50+ affiliate companies worldwide, specializing in auto manufacturing, construction, robotics, autonomous driving and financing. We are working with many HMG affiliate companies to identify opportunities for collaboration across AAM vehicle systems, manufacturing and ecosystem.

Supernal commences operations in 2028. Some of your competitors in the Urban Air Mobility Sector want to start operations within the next couple of years and are hoping to gain an early foothold in the market. Does that worry you?

No. Again, Supernal is taking a “first to scale” approach over the “first to market” sentiment you see across the industry. It’s possible to go to market with today’s aerospace materials, technologies and manufacturing processes; however, it’s not possible to scale with them. AAM will need to become more affordable than aviation is today if the industry wants to fulfill its promise. We’re investing time and resources upfront to ensure our vehicle reaches an affordable price-point.

Another reason we’ve set a later timeline than most is because Supernal, as part of Hyundai Motor Group, understands the vehicle is only one piece of a much larger mobility puzzle. We’re using these early years to lay the groundwork to ensure AAM is technically, regulatorily and commercially feasible. This includes addressing airspace integration, physical infrastructure, energy grid requirements and so much more.

We’re working to serve as an industry resource to help local, state, federal and international governments understand what AAM is and how they can begin a positive cycle of planning. We’re also working with fleet operators to help inform our product and business plan, which will help make Supernal’s vehicle an attractive business opportunity when the time comes to secure orders. Also in this realm, we are exploring a “Turn-Key UAM Market Solution” for a sustainable competitive advantage to future customers/operators, above and beyond the vehicle. This could include financing and insurance platforms; ESG plan; operational data network, etc.

Does the company have plans beyond the US? Are you open to partnering with other UAM operators in other regions?

We believe AAM will be integrated in communities globally with time. We are engaging with partners and stakeholders around the world. A key part of this, however, is harmonization of certification and safety standards, which Supernal fully supports.

What is Supernal doing to increase public awareness and acceptance of Advanced Air Mobility operations? Do you think public acceptance will come easy?

Regulations, battery strength and public acceptance are three of the largest hurdles AAM faces. Public acceptance is incredibly important and is rooted in safety. The industry’s collaboration and commitment to safety is the reason why commercial aviation has become commonplace in daily life for many. We are advocating for and working to develop safety systems that mimic commercial aviation’s. This is step one in earning the public’s trust.

The company intends to start operations, like most others, with a piloted aircraft. When, in your opinion, will autonomous flight become the norm?

I don’t know the answer to this. I believe autonomous flight will become a reality at some point, but there’s a lot of work to be done across industry and government. For Supernal, our focus is on launching piloted operations. We will consider autonomous operations only when the regulations and public are ready for it.

Currently, the weight of batteries limits the range of eVTOL aircraft. Do you foresee improvements in battery technology to make medium to long-range commuting by eVTOLs viable?

At Supernal, we are actively advancing our own battery technology to support the viability of medium to long-range commuting by eVTOLs. By focusing on research and development, we aim to optimize the balance of safety, power, energy, cycle life, charge time, and cost effectiveness specific to AAM requirements. These advancements will play a key role in driving the growth and integration of AAM, making eVTOLs a sustainable and reliable mode of transportation.

How do you see the UAM market developing over the next two decades?

In the next two decades, we see the AAM market developing as a collaborative ecosystem that complements existing transportation systems. Our goal is for AAM/eVTOLs to work alongside traditional modes of transport, filling gaps and enhancing capacity in strained transit networks. Our focus is to provide a reliable and convenient option for everyday transportation needs, prioritizing passenger experience, regulatory advancements, and infrastructure development. Through strategic partnerships and technological innovations, we aim to drive the growth and integration of AAM, shaping the future of transportation for the benefit of all.