Hyundai Motor Co. is again struggling to gain traction in China, with local sales slipping and the company leaning more heavily on exports from its China operations. Chinese automakers, meanwhile, are accelerating efforts to expand sales in South Korea by rolling out new models.
According to industry data released Thursday, Beijing Hyundai Motor Co. (BHMC), Hyundai’s China unit, sold 16,535 vehicles in China’s domestic market in January and February, down about 500 from 17,021 a year earlier. The figure is about half the 26,163 vehicles sold in the same period in 2024.
Hyundai’s annual sales in China have been falling for years. Sales dropped about 71% to 128,008 last year from 440,177 in 2020. Annual totals were 350,277 in 2021, 250,423 in 2022, 242,000 in 2023 and 125,127 in 2024, continuing a downward trend.
Against that backdrop, Hyundai has shifted its China strategy from domestic sales to exports. Exports of vehicles produced in China rose to 66,214 last year from 5,905 in 2020. Of last year’s exports, 16,492 vehicles were shipped to South Korea. With China’s economy slowing and consumer demand weakening, BHMC’s export-focused approach is expected to remain in place for now.
As weaker demand is anticipated in China, Chinese automakers are moving in the opposite direction by stepping up their push into South Korea. BYD, marking its 10th year in the Korean market, is preparing to launch its first hybrid model in Korea within the year. Its current lineup in Korea — ATTO 3, SEAL, SEALION 7 and DOLPHIN — consists entirely of battery-electric vehicles. BYD’s sales target for this year is 10,000 vehicles.
Polestar, an electric-vehicle brand under China’s Geely Automobile Group, set a target of 4,000 vehicles, up more than 30% from last year. To support that goal, it plans to launch the performance SUV Polestar 3 in the second quarter and the flagship SUV Polestar 5 in the third quarter. It also plans to build 400 chargers at 40 sites nationwide by 2030.
Geely’s Zeekr is also making final preparations to enter South Korea, aiming as early as the third quarter with the SUV 7X as its first model.
BYD sold 2,304 vehicles in South Korea through February, putting it on pace to surpass its 10,000-unit goal. Polestar, which sold 27 vehicles in January, increased sales to 243 in February. An auto industry official said Chinese companies have strengthened their technological competitiveness after building from their home market.
* This article has been translated by AI.
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