Hyundai Motor's slide accelerates in Europe, China

Hyundai Motor Group’s vehicle sales declined in Europe and China this year, as the automakers faced stronger competition from European and Chinese rivals. Hyundai Motor and Kia sold about 770,000 vehicles in Europe from January to September, while their combined sales in China fell 39 percent to about 9,000 in September. Kia outsold Hyundai in Europe, and the group fell out of Europe’s top five EV sellers by market share in the second quarter. Hyundai Motor is scheduled to report third-quarter earnings Thursday, with operating profit forecast at 2.4 trillion won.

European vehicle sales overall rose 6.3 percent year over year from January to September, while Hyundai Motor and Kia’s combined market share fell 0.7 percentage point to 7.3 percent.

Hyundai Motor’s European sales fell 13.2 percent to about 349,000 vehicles, while Kia’s rose 6.6 percent to about 421,900.

BYD, Chery Automobile and SAIC Motor together sold about 817,000 vehicles in Europe during the first nine months.

In the second quarter, Tesla held an 8.56 percent share of Europe’s EV market; Hyundai Motor and Kia had ranked fifth a year earlier with 7.03 percent.

NH Investment & Securities projected Hyundai Motor’s July-to-September operating profit at 2.4 trillion won, down 5.3 percent from a year earlier.

Published Oct 27, 2026 11:46 am KST

Carmaker's overseas strategy falters as competition intensifies beyond US

Hyundai Motor CEO Jose Munoz speaks during Milan Design Week, as Hyundai launches the new IONIQ 3 electric vehicle in Milan, Italy, April 20. Reuters-Yonhap

Hyundai Motor Group is losing ground in key overseas markets amid declining sales in Europe and a renewed slump in China, raising concerns about its global strategy beyond the United States.

Hyundai Motor and Kia sold around 770,000 vehicles in Europe from January to September, down 3.4 percent from a year earlier, according to data from the European Automobile Manufacturers’ Association.

The decline contrasted with a 6.3 percent rise in the overall European market, dragging the group’s combined market share down 0.7 percentage point to 7.3 percent during the same period.

The weakness largely stemmed from Hyundai Motor, which saw European sales fell 13.2 percent to around 349,000 vehicles. Kia’s sales rose 6.6 percent to around 421,900, allowing the affiliate to overtake Hyundai as the group’s bigger seller in the region.

The latest data indicates growing pressure on Hyundai Motor Group, as established European brands and Chinese manufacturers compete more aggressively on electric vehicles (EVs), pricing and model selection.

The group’s position in Europe’s EV market has also weakened. Hyundai Motor and Kia fell out of the region’s Top 5 EV sellers by market share in the second quarter, according to Counterpoint Research. Tesla entered the Top 5 with an 8.56 percent share, displacing the Korean auto group, which had ranked fifth a year earlier with 7.03 percent.

Hyundai Motor's IONIQ V tailored for the Chinese market / Courtesy of Hyundai Motor

Chinese automakers are also gaining ground. BYD, Chery Automobile and SAIC Motor together sold around 817,000 vehicles in Europe during the first nine months, surpassing Hyundai and Kia’s combined sales figure. Their growing presence is intensifying competition in one of the world’s most strategic EV markets.

The challenge extends to China, the world’s largest auto market, where Hyundai and Kia have struggled to regain traction despite introducing vehicles tailored to local consumers. This year, Hyundai Motor unveiled its IONIQ V all-electric sedan designed only for China, in a move to revive its EV sales in the rapidly growing eco-friendly vehicle market.

Hyundai Motor and Kia’s combined sales in China fell 39 percent to about 9,000 vehicles in September, according to a report by Hana Securities based on data from the China Passenger Car Association. Hyundai’s sales plunged 47 percent to around 4,000, while Kia’s dropped 31 percent to about 5,000.

“With tariff pressure mounting in the U.S., its largest export market, Hyundai Motor Group is also struggling in Europe as increasingly competitive, low-cost Chinese automakers gain ground globally,” an industry official said.

Hyundai Motor is scheduled to announce its third-quarter earnings, Thursday, but its profitability is widely forecast to have dropped during the period on falling global sales.

According to data from NH Investment & Securities, the carmaker is projected to report 2.4 trillion won ($1.8 billion) in operating profit between July and September, down 5.3 percent from a year earlier.

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由于面临来自欧洲和中国竞争对手日益激烈的竞争，现代汽车集团今年在欧洲和中国的汽车销量均出现下滑。今年1月至9月，现代汽车和起亚在欧洲共售出约77万辆汽车，而9月份两家公司在中国的合计销量下降了39%，约为9000辆。起亚在欧洲的销量超过了现代汽车，现代汽车集团在第二季度跌出了欧洲电动汽车市场份额前五名。现代汽车将于周四公布第三季度财报，预计营业利润为2.4万亿韩元。

从1月到9月，欧洲汽车销量整体同比增长6.3%，而现代汽车和起亚汽车的市场份额合计下降0.7个百分点至7.3%。

现代汽车在欧洲的销量下降了 13.2%，约为 349,000 辆，而起亚汽车的销量则增长了 6.6%，约为 421,900 辆。

前九个月，比亚迪、奇瑞汽车和上汽集团在欧洲共售出约81.7万辆汽车。

第二季度，特斯拉在欧洲电动汽车市场占有 8.56% 的份额；而一年前，现代汽车和起亚汽车以 7.03% 的份额排名第五。

NH投资证券预测现代汽车7月至9月的营业利润为2.4万亿韩元，比上年同期下降5.3%。

发布于2026年10月27日上午11:46（韩国标准时间）

随着美国以外地区竞争加剧，这家汽车制造商的海外战略遭遇挫折。

现代汽车首席执行官何塞·穆尼奥斯在米兰设计周期间发表讲话，同时现代汽车于4月20日在意大利米兰发布了新款IONIQ 3电动汽车。（路透社-韩联社）

由于欧洲销量下滑和中国市场再次陷入低迷，现代汽车集团在关键海外市场的地位正在下降，这引发了人们对其在美国以外的全球战略的担忧。

根据欧洲汽车制造商协会的数据，现代汽车和起亚汽车今年1月至9月在欧洲共售出约77万辆汽车，比上年同期下降3.4%。

与欧洲整体市场 6.3% 的增长形成鲜明对比的是，该集团的市场份额同期下降了 0.7 个百分点，至 7.3%。

整体疲软主要源于现代汽车，其欧洲销量下滑13.2%，至约34.9万辆。起亚汽车销量则增长6.6%，至约42.19万辆，使其超越现代汽车，成为集团在该地区销量最大的品牌。

最新数据显示，现代汽车集团面临的压力越来越大，因为欧洲老牌汽车品牌和中国汽车制造商在电动汽车、价格和车型选择方面展开了更加激烈的竞争。

该集团在欧洲电动汽车市场的地位也有所削弱。据Counterpoint Research的数据显示，现代汽车和起亚汽车在第二季度跌出了欧洲电动汽车市场份额前五名。特斯拉以8.56%的市场份额跻身前五，取代了去年排名第五的韩国汽车集团（市场份额为7.03%）。

现代汽车专为中国市场打造的IONIQ V / 图片由现代汽车提供

中国汽车制造商也在迅速崛起。比亚迪、奇瑞汽车和上汽集团今年前九个月在欧洲的销量合计约为81.7万辆，超过了现代和起亚的总销量。它们日益增长的市场份额加剧了全球最具战略意义的电动汽车市场之一的竞争。

这一挑战也延伸到了全球最大的汽车市场——中国。尽管现代和起亚推出了专为中国消费者打造的车型，但它们在中国市场仍然难以重振销量。今年，现代汽车发布了专为中国市场设计的纯电动轿车IONIQ V，旨在重振其在中国这个快速增长的环保汽车市场的电动汽车销量。

根据韩亚证券援引中国乘用车协会数据发布的报告，现代汽车和起亚汽车9月份在中国的合计销量下降39%，至约9000辆。其中，现代汽车销量暴跌47%，至约4000辆；起亚汽车销量下降31%，至约5000辆。

一位业内人士表示：“随着美国（现代汽车集团最大的出口市场）的关税压力不断增加，现代汽车集团在欧洲也举步维艰，因为竞争力日益增强、成本更低的中国汽车制造商在全球范围内不断抢占市场份额。”

现代汽车计划于周四公布第三季度财报，但由于全球销量下滑，外界普遍预测其盈利能力在此期间将会下降。

根据 NH 投资证券的数据，预计这家汽车制造商在 7 月至 9 月期间的营业利润为 2.4 万亿韩元（18 亿美元），比上年同期下降 5.3%。

现代汽车采取措施规避在印度自动驾驶技术可能带来的负面影响

现代汽车的科技投资面临阻力，因为其核心业务增长放缓。

现代汽车销量下滑加剧，罢工影响之外的后果仍在持续