Looking at simply these mainstream manufacturers, Hyundai and Kia outsold Honda by greater than 130,000 vehicled, the first time the mixed manufacturers have outsold Honda. If their respective luxurious manufacturers are included — Hyundai’s Genesis and Honda’s Acura — the margin is far narrower, simply 22,000 gross sales, however the Korean manufacturers nonetheless come out barely forward. These gross sales figures had been equipped by the automakers.
For Kia, it was the first time the model ever bought greater than 700,000 autos in one year. Hyundai set a file for retail gross sales — that means excluding gross sales to fleet prospects — and elevated its market share by eight-tenths of a share level.
It might sound odd to match two automakers with only one, however Hyundai and Kia are carefully associated. Hyundai Motor Group, Hyundai’s father or mother firm, owns a controlling curiosity in Kia, and the two firms share a number of engineering in their varied fashions. In the United States, Kia and Hyundai function as two distinct firms with completely different US headquarters and executives, completely different dealerships and even completely different factories — Kia builds vehicles in Georgia whereas Hyundai has a manufacturing facility in Alabama. But, taking a worldwide view, they’re like two members of the identical household.
Both manufacturers have come a good distance from their former identities as purveyors of simply fundamental transportation for the finances aware. It hasn’t been fairly a gentle climb, although. The two manufacturers’ mixed market share got here near Honda’s a decade in the past, in response to information from the automotive web site Edmunds.com, however the hole opened up once more earlier than the Korean manufacturers surged over the previous few years to lastly go Honda.
Hyundai and Kia every noticed gross sales enhance roughly 20% in 2021. Honda’s gross sales had been up simply 8.2%. In saying its gross sales, Honda famous struggles with provide chain points. Both Hyundai and Kia acknowledged that the industry-wide microchip scarcity created challenges for them as effectively. Neither firm mentioned what was carried out to work round it.
“Remember, with this chip shortage, the brand that has the more ample supply is the brand that’s going to win,” mentioned Vanessa Ton, senior supervisor of analytics at Cox Automotive, an organization that owns varied automotive web sites and auto vendor companies corporations.
“I think those are the two products that are going to help them maintain that [market growth] because they were kind of chipping away,” he mentioned, “but now, by adding this new mix of consumers, they’re really changing the mindset.”
Being two separate manufacturers does present Kia and Hyundai with some innate benefits over any single model like Honda. Namely, automotive consumers get extra selections of fashions and dealerships. Someone looking for a compact sedan can select a Honda Civic, Kia Hyundai Elantra or Kia Forte. Same with compact SUVs. With every model providing a selection in that phase, Hyundai and Kia have a complete of two alternatives to win you over — the Hyundai Tucson and Kia Sportage — to Honda’s one, the widespread Honda CR-V.
“They do really well because of their value proposition,” she mentioned.
Both manufacturers provide lengthy warranties and, on a dollar-for-dollar foundation, their vehicles are inclined to have a lot of options and choices for the cash, she mentioned. For consumers watching their pennies, a Hyundai or Kia looks like a frugal buy. It additionally helps that the Korean manufacturers employed designers and engineers from German manufacturers like BMW and Audi to assist make their fashions sharp-looking and gratifying to drive, she mentioned.
A number of automotive consumers nonetheless affiliate Hyundai and Kia with that extra detrimental corollary to “good value.” They’re nonetheless seen by some as being “cheap,” mentioned Drury.
“If they don’t know what the brand is putting out today in terms of product, their reaction is almost always negative,” he mentioned. “And that’s perfect. They still have people to convert. They’ve got tons of room to grow.”
Randy Parker, vice chairman of gross sales for Hyundai Motor America, additionally credit the model’s merchandise for the gross sales development, after all. But, moreover that, he factors to an enormous promotional push.
“We never took our foot off the gas from a promotional perspective,” he mentioned. “In fact, we spent more money” in 2021 than in 2020.
Besides simple promoting Hyundai additionally invested in a relationship with Disney and Marvel Studios that noticed Hyundai autos showing in advertisements with likes of Marvel’s Loki and Captain America and Wanda from WandaImaginative and prescient. Hyundai additionally entered into an association with Amazon that now has all of Hyundai’s vendor stock listed on Amazon.com.
“I’m not going to make any predictions about the future and what our volume looks like,” Parker mentioned. “All I can tell you is that our mindset is that we’re looking to grow year after year and, and so far, we’ve been able to do that over the past several years.”