This year, the competition between Hyundai Motor and Kia in the domestic automobile market is fierce. In the highly demanded midsize sport utility vehicle (SUV) institutional sector, Kia, led by the Sorento, is being pursued by Hyundai with the Santa Fe. In the institutional sector of 1-ton (t) trucks, Hyundai is far ahead of Kia.
According to industry reports on the 22nd, the Sorento is projected to sell 85,710 units in the domestic market by November this year, making it the only model to surpass 80,000 units. The second place goes to the Carnival, which has sold 75,513 units this year, while the Santa Fe, with 70,912 units, ranks third. After experiencing sluggish sales in the first half of this year following last year's complete model change release, the Santa Fe saw a resurgence in sales to around 5,000 units per month following the release of a model year change at the end of August.
The Santa Fe, which had formed a strong two-horse race with the Sorento, suffered the humiliation of selling less than half of the Sorento’s sales in 2022. In response, Hyundai launched the new Santa Fe, a complete model change, in August last year. Since the Sorento's debut in 2020, the Santa Fe has never surpassed it. Kia responded quickly by releasing a partially changed model of the Sorento a day after the new Santa Fe’s launch.
A factor contributing to the popularity of the Sorento is its familiar design. Other than the addition of the 'signature star map lighting' daytime running lights (DRL), which were design elements of the Telluride that gained popularity in the United States, the Sorento's exterior has not undergone significant changes. This has effectively captured consumers who wanted the Telluride to be introduced in the domestic market.
On the other hand, Hyundai completely revamped the design of the Santa Fe. The vehicle's body was enlarged and transformed into a boxy shape, applying the 'H' symbol that represents Hyundai to the DRL and rear lights. An industry insider noted, "While the Santa Fe, with its distinct character, received mixed reviews, the Sorento has absorbed its existing customers without issue."
The ability to choose a diesel powertrain is also cited as a reason for the popularity of the Sorento. Although the proportion of diesel engines has decreased, there are still consumers who seek them due to their fuel efficiency and power. Kia maintained the diesel engine in the partially changed model of the Sorento for this reason. According to the Korea Automobile Mobility Industry Association (KAMA), a total of 4,583 units of the Sorento diesel model were sold by October this year.
In the institutional sector of 1-ton trucks, Hyundai is far ahead of Kia. The Porter has sold a total of 63,829 units combining liquefied petroleum gas (LPG) and electric vehicles by November this year. In contrast, the Bonggo has only achieved 38,041 units. Due to the Air Quality Management Zone Act, new registrations of diesel vehicles for small delivery trucks have been banned since this year, and as electric trucks have slowed, LPG trucks have gained attention. The Porter is likely to surpass 100,000 units early next year.
In the sedan market, Hyundai is gaining an advantage thanks to the strong performances of the Avante (50,428 units), Sonata (34,446 units), and Grandeur (64,444 units).