2023-07-01 14:24:41
Kia closed the month of June with 70,495 total units, an increase of 8 percent over the same period last year, marking the 11th consecutive month of year-over-year sales growth. Additionally, Kia set an all-time volume record in the first half of 394,333 vehicles, up 18 percent from the first half of 2022.
For its part, Hyundai reported total June sales of 69,351 units, an increase of 10% compared to June 2022, but less than Kia. Hyundai sold 394,613 vehicles in the first half, an increase of 15% over the same period last year.
If by the middle of the year Hyundai only has 280 more units sold than Kia, and seeing Kia advance for two months, it is estimated that by the end of the year Kia will pass Hyundai in total sales, a trend that occurs in several countries, but many more in Mexico.
Let’s not forget that Hyundai is the largest Korean car manufacturer and has a large percentage of shares in Kia, so both Hyundai and Kia and Genesis, Hyundai’s luxury brand, are part of the Hyundai Group.
Now why is Kia beating Hyundai in the US lately?
Many conclusions can be drawn regarding it, but my own conclusion is that Kia is doing things well with Hispanics in the United States, and it is supported by the fact that Kia is more popular than Hyundai in Mexico, and given this with 62% (approximately ) of Hispanics in the United States of Mexican origin, the answer comes from there. But I keep wondering, is this the answer?
Hyundai has an almighty president, José Munoz, who led Nissan to the top of sales in Mexico, a position it still maintains, and led Nissan to second place in the Hispanic market in the United States behind the immovable Toyota, (today Nissan fell to 5th place), and a record sales for the brand in the general market of the United States.
So the question many analysts are asking: Because Kia is beginning to overtake Hyundai in the United States, is this a trend that will continue?
Mi opinion:
The of the two brands is competitive in the general market and in the Hispanic market, (despite the fact that they do not support minority media and only do so with the big chains), but and where I say, but, where Kia is getting stronger so that this trend of outselling Hyundai is coming to the fore more and more.
In my opinion and as an expert in the area for more than 35 years, Hyundai had the best Hispanic relations in the market some time ago, with two super public relations officers, one named Ariel and the other Yvonne, but their agency closed and Hyundai decided not to give it so much power to these two Hispanic super agents.
Meanwhile, Kia has a PR superstar named Denisse, and the Korean brand is tapping into that trend with its star, which is watched 24/7 by Hispanic media, both large and small.
With the advance of minority media, to say: small web pages, community newspapers, bloggers, influencers, small Hispanic associations in each city and independent writers, much of the money invested in for large chains goes to waste, since today it is very difficult for a broadcast channel to have an audience that can buy a new car.
If anyone does not believe in this, then go to a shopping center visited by Hispanics, and ask regarding 30 people what car ad they saw and liked on TV. Our task force conducted a survey at a mall, and only one in more than 30 told us they remembered an ad for a Mustang. Others don’t even see ads on open channels.
If we put together the three brands of the Hyundai Group, the Group already surpasses Honda in second place in sales in the Hispanic market, and if this trend continues, the Korean brands are the only ones that might relieve the omnipotent Toyota from the throne.
But today the battle is internal between the Korean manufacturers, and if we put them in the ring, on one side we have the powerful and revered Hyundai of Jose Munoz, and on the other, a brand with a name that is easy to pronounce, Kia, with its funny and reliable models. At one time it was David once morest Goliath. Not anymore.
It remains to be seen who will be the winner, there is still a long way to go until the end of the year. But the fight will be interesting, like the best chess game ever between Fischer and Spassky. Hyundai vs. Kia. Who will win in sales……remains to be seen.
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