20:42 28-03-2026

Hyundai's approach to European market challenges and EV plans

The European car market is facing increasing pressure from new players, particularly Chinese manufacturers. Hyundai Europe's head, Xavier Martine, highlighted this trend, pointing to rising competition and shifting demand patterns.

Last year, Hyundai sold approximately 535,000 vehicles in Europe, maintaining its sales volume. Including the expanded region, the figure reached 603,000 units. The company emphasizes business quality and its share in the private segment, where it holds 4.7%, rather than focusing solely on volume.

Electrification remains a key priority. Hyundai has already met its own CO2 emissions targets without partnering with other manufacturers. Over the next 18 months, the brand plans to launch five new models in the mass-market B and C segments.

In Germany, sales dipped by 3% to 94,000 vehicles, yet Hyundai retains its position as the largest Asian brand with a 3.3% market share. The company has also reduced its share of self-registrations to 30%, betting on a more sustainable sales model.

Despite growing competition from Chinese brands, Hyundai views its strategy as balanced. The company stresses that success will hinge on product quality, design, and service. In this context, discussions about which car to choose are becoming more frequent, especially with expanding options and new technologies. Significant sales growth is not expected before 2027. For now, Hyundai is focused on steady development and adapting to the evolving market.