"Dad Bought a Car"... Domestic Family Car Market Undergoing Major Shift

More than 11 Models Released or Scheduled for Release in the Second Half of This Year
New Santa Fe Launch to Change SUV Market Landscape
Kia Sorento, Toyota Highlander, Honda Pilot, and More
Family SUV New Models Lined Up

The mid-size sport utility vehicle (SUV) steady seller Santa Fe is making a comeback as a full-change model after five years, signaling a seismic shift in the domestic family car market. Since the COVID-19 pandemic, outdoor activities for families have increased, sustaining the popularity of mid- to large-size SUVs. Automakers have launched a series of new models to challenge the domestic family car market.

According to a compilation of reports on the 10th, at least 11 mid- to large-size SUVs have been or are scheduled to be released in the domestic market in the second half of this year. Brand flagship SUVs such as the Mercedes-Benz GLC, EQE SUV, BMW X5 and X6, and Toyota Highlander have already announced their release schedules. These models have either started partial deliveries or are about to begin full-scale deliveries.

Among domestic brands, Hyundai’s mid-size SUV Santa Fe is waiting to launch this month. The model that will directly compete with the Santa Fe in terms of price range, sales volume, and class is Kia’s 4th generation facelifted Sorento.

Hyundai Santa Fe, whose first generation was released in 2000, is a million-seller with cumulative domestic sales of 1.37 million units as of the first half of this year. In comparison, Kia Sorento is an emerging strong contender. It has held the number one market share in the mid-size SUV segment for the past three years. Sorento was the best-selling passenger car in Korea last year. Attention is focused on whether the Santa Fe can reclaim the throne of the domestic mid-size SUV market by launching the 5th generation fully redesigned new model in the second half of this year.

The family car market in the second half of this year can also be summarized as a 'Korea-Japan showdown.' While Hyundai Santa Fe and Kia Sorento have released new models, Japanese car brands in the import market have prepared new models suited to family car demand.

Last month, Toyota Korea launched the 4th generation 7-seater SUV Highlander in the domestic market. The 4th generation Highlander is a hybrid model. It has a competitive edge as domestic models of the same class, such as the Palisade, do not yet have hybrid versions.

Honda plans to officially launch the 8-seater large SUV Pilot at the end of this month. The Pilot is the 4th generation fully redesigned model returning after 8 years. The Honda Pilot will compete with domestic and imported large SUVs such as Hyundai Palisade, Kia Mohave, GM Korea Traverse, and Toyota Highlander. Following the launch of the gasoline model of the mid-size SUV CR-V in April, Honda also plans to introduce a hybrid model in the second half of this year.

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