Hyundai is a hot item...except in South Korea
Of all the mainstream automakers that have released new models this year, few can match Hyundai in terms of the sheer volume of interest consumers have displayed for the brand. And while the world seems to have developed quite a soft spot for the Korean automaker, the same can’t be said in the brand’s home market.
Not exactly what you’d expect from one of the fastest rising automakers in the world, but it’s true. Hyundai models are selling like hotcakes in other parts of the world, including in Europe and North America, but the brand’s reception in South Korea has been lukewarm, at best.
It becomes even more perplexing considering that sister company, Kia, is experiencing a renaissance of its own with its new line of models including the K5 and Sportage SUV, which has seen a robust 49% sales increase compared to its numbers the previous year.
Now, if there’s a conceivable way to think up an explanation for this situation, it could be attributed to the seeming lack of new models Hyundai has been releasing in the past few months. If that’s the case – and there’s no reason why it shouldn’t be a big proponent for the decline – then we can expect the company to rebound rather nicely when the new Elantra and Accent join the new Tucson and face-lifted Santa Fe comes to dealerships in the coming months.