Hyundai Kia Motors, V-Shaped Recovery in US and India... Leading the Way is SUV

Hyundai Creta Ranks No.1 SUV in September Indian Market
US Telluride Records All-Time High Sales in September
Kia Achieves Record Q3 Sales in US This Year
Local Customization Strategy, Advanced Image, and Smooth Global Factory Operations Form the 'Three Essentials'

[Asia Economy Reporter Suyeon Woo] Amid the global automotive industry's sales slump caused by the COVID-19 pandemic, Hyundai and Kia Motors, led by their sports utility vehicles (SUVs), are drawing attention for their 'V-shaped recovery' in key markets such as the United States and India. Hyundai-Kia SUVs are evaluated to have successfully targeted overseas markets by combining three key factors: locally tailored strategies, a brand image emphasizing advanced technology, and the rapid normalization of global factory operations.

According to local Indian media on the 5th, Hyundai's mid-size SUV Creta ranked first in SUV sales in India in September this year with 12,325 units sold. Since the launch of the second-generation model earlier this year, Creta has maintained the title of 'best-selling SUV' in India for five consecutive months.

Last month in the Indian SUV market, Hyundai's mid-size SUV Creta, Kia's compact SUV Sonet (9,266 units), and Kia's compact SUV Seltos (9,079 units) competed fiercely for the top spot. It is unusual for three Korean car models to compete for the lead in overseas markets, surpassing local and Japanese brands.

Hyundai Creta

In the United States as well, Hyundai-Kia's performance is rapidly recovering based on the popularity of SUVs. Of the 111,437 Hyundai-Kia vehicles sold in the U.S. last month, two out of three (72,340 units) were SUVs. In particular, Kia's U.S.-specific strategic SUV Telluride recorded its highest monthly sales with 8,829 units. This contributed to Kia achieving its highest-ever September and quarterly sales since entering the U.S. market in 1994.

Kia Telluride

The reasons Hyundai-Kia SUVs are recognized in major global markets can be summarized into three main points. First, experts interpret this as the result of locally strategic models that thoroughly analyze the needs of local consumers and gain product competitiveness. Kia successfully targeted U.S. consumers with the 'authentic American SUV' Telluride, emphasizing a sturdy and robust design, while in India, sensitive to IT trends, it introduced the compact SUV Sonet highlighting advanced IT and connected car technologies, gaining popularity.

Additionally, Hyundai-Kia's consecutive launches of new vehicles equipped with connected car technology infotainment systems and state-of-the-art safety and convenience features also contributed to expanding their SUV market share. Especially in emerging markets such as China and India, Hyundai-Kia is building a brand image as a 'young and smart trendsetter.'

Along with this, the rapid increase in domestic and overseas factory operating rates during the recent COVID-19 phase was also a key factor. An official from the Korea Automobile Manufacturers Association stated, "Hyundai-Kia maintained production capacity by continuing factory operations in Korea even during the COVID-19 spread period from March to May, which allowed them to prepare in advance for the surge in demand following the lifting of lockdown measures in major countries."

This content was produced with the assistance of AI translation services.