Supernal, U.S.-based advanced air mobility (AAM) provider and Hyundai Motor Group subsidiary, is as focused on integrating AAM as a feasible option into cities’ existing transportation networks as it is on the development of its eVTOL aircraft, says Jaiwon Shin, Company CEO.

In an exclusive interview, Shin talked about a range of issues, including the company’s ‘first to scale approach,’ the development of its aircraft, entry into service and the work the company is doing along with a range of stakeholders to move the nascent industry forward.

Earlier this year, Supernal opened its engineering headquarters in Irvine, California, and its Policy and Commercial Office in Washington, D.C. How far away is the company from the development of its eVTOL aircraft? Is everything on schedule for the launch of commercial operations in 2028?

Supernal is working on systems integration in our aircraft this year. Alongside this, we are continuing to focus on introducing advanced manufacturing methods to the aviation market that blend automotive’s high-rate processes with aerospace’s high safety standards. Earlier this year, we announced strategic partnerships with GKN Aerospace and Qarbon Aerospace to accelerate this. In tandem to manufacturing technology development, we are also collaborating with Hyundai Motor Group (HMG) on a scalable digital factory model.

Can you delve a bit more into the company’s ‘first to scale’ approach? It is markedly different from the ‘first to market’ sentiment of many of the other players in the industry.

Our ‘first to scale’ approach is deliberate. We are taking the time to build a robust AAM ecosystem that will enable the industry to reach the demand it is expected to see in the coming decades. This includes collaborating closely with regulators, policymakers and various aviation and startup stakeholders – in addition to the HMG “engine.” The goal is not just to launch an eVTOL; Supernal wants to integrate AAM as a feasible option into cities’ existing transportation networks.

Supernal has hired two former FAA executives with experience in the field of Unmanned Aircraft Systems (UAS). How much of an advantage is it for the company to have them on board?

Our team includes industry experts with a wide range of skills, spanning from technology and aviation to policy and regulation. This diverse talent pool enables us to address the challenges that arise when introducing a new mode of transportation. By leveraging our collective experience, we can establish strong relationships with important stakeholders, responsibly innovate and skillfully position ourselves in the market.

Regulatory agencies around the world are partnering with each other to finalize and introduce AAM regulations. The partnership between Federal Aviation Administration (FAA) and the Korea Office of Civil Aviation (KOCA) is one such. Do you think this will result in a broad uniformity in regulations across regions?

Government and industry’s collaboration is a main reason commercial aviation has become the world’s safest form of transportation. Coordinated policy efforts, both domestic and international, will be crucial for the universal adoption of this new mode of transportation. We are optimistic that partnerships like the one between the FAA and KOCA could signal a move toward uniform global regulations.

An emerging industry usually sees a lot of collective effort on the part of the players. Do you see that happening in the AAM sector?

Absolutely. We are actively engaged with a broad range of stakeholders, from governments to commercial partners, to collectively drive the AAM sector forward. Our long-term strategy – which harkens back to HMG’s pragmatic approach – involves working with both established aerospace companies and innovative startups, harnessing a diversity of technologies and expertise to make AAM scalable and accessible.

A recent survey of AAM industry stakeholders and experts revealed skepticism about eVTOL (electric vertical takeoff and landing) aircraft being able to transport people in the short-term, within two years. What is your view?

There is a lot of work to be done to safely open the market, earn the public’s trust and create a tenable business case for stakeholders across the value chain. We understand that an eVTOL vehicle is only one piece of the AAM puzzle. To reach its full potential, AAM needs to be integrated into existing transportation networks in each city in which it’s introduced. This requires industry leaders – including Supernal and our peers – to partner with community stakeholders from the outset. Our priority is building a safe and reliable vehicle and ecosystem to ensure the world is ready for this new mode of transportation.

What can the industry do to alleviate fears among the public about safety and noise levels in the AAM sector? Do you think there is enough being done in that regard?

Building upon decades of safety advancements in commercial aviation, a similar commitment is essential for the AAM industry. We are advocating for a unified safety management system from the get-go, ensuring a culture of risk minimization and continual improvement. Noise levels have also been a priority. We are investing in UX research and collaborating with HMG’s top designers to ensure our vehicle’s noise footprint, from the ground to the cabin, is akin to ambient restaurant chatter. So, there’s significant work being done, but continuous improvement is key.

A feeling persists among the public that air taxis are meant primarily for the rich. What can the industry do to change that perception?

Our vision for AAM is to make it an everyday transportation option for the masses, not just the wealthy few. We are taking the time to strategically advance vehicle systems and manufacturing processes to develop our eVTOL, which will eventually lead to scale – and more affordable rides for passengers.

Existing battery technology places limits on how far eVTOLs can fly and the payloads they can carry. How long, in your opinion, would it take for battery technology to develop enough to enable air taxis to fly meaningful distances carrying heavier payloads?

Our focus is on developing batteries that adhere to commercial aviation standards while also excelling in important areas such as power, energy density and cycle life. Our R&D facility in Fremont, Calif., is at the forefront of this crucial work and we have fostered partnerships across the battery ecosystem to solve these challenges and advance today’s technologies.

Several eVTOL manufacturers have made significant progress in producing aircraft. Have development of AAM infrastructure and introduction of regulations kept pace?

In line with our focus on “time to scale” rather than just “time to market,” we are investing heavily in building a robust AAM ecosystem. While eVTOLs are advancing, the surrounding infrastructure and regulations need to keep pace. This demands a cooperative effort involving public and private sectors. We advocate for policy uniformity across communities to catalyze AAM as a real vector for accessibility and economic growth.

The global airline industry’s center of gravity is moving to Asia. Do you expect the region to lead in AAM operations as well in the long-term?

As our initial launch markets hint, with Seoul among them, we see Asia as vital to AAM’s future. The region’s growing prominence in the airline industry could well extend to AAM operations. We are actively fostering partnerships across Asia and the Middle East to identify feasible AAM routes from regulatory, technical, and commercial standpoints.