Hyundai Motor Group’s Localization Strategy Succeeds... South Africa Cumulative Sales Up 44%

"Targeting the Market with Compact Hatchbacks and Small SUVs"

Hyundai Motor Group is increasing its sales in South Africa, the largest automobile market in Africa, by implementing a localization strategy.

Hyundai Motor Group Yangjae Headquarters Building. Provided by Hyundai Motor Group

According to MarkLines, an automotive market research firm, on May 18, Hyundai Motor Group sold 4,266 new passenger vehicles in South Africa last month, a 56% increase compared to the same month last year. By brand, Hyundai sold 2,989 units and Kia sold 1,277 units. These figures represent increases of 60% and 47%, respectively, during the same period.

For the period from January to April this year, Hyundai Motor Group’s cumulative local sales also rose by 44% to 17,542 units (Hyundai 11,944 units, Kia 5,598 units).

The Grand i10, a localized model from Hyundai, sold a total of 13,538 units last year, ranking fifth in overall vehicle sales in South Africa. Last month, 1,425 units were sold, representing a 73% increase.

Hyundai Motor Group plans to actively respond to local demand by highlighting models favored by South African consumers, such as the compact hatchback Hyundai Grand i10 and the small SUV Kia Sonet. The group also intends to support events that strengthen cooperation with the local market, such as the Korea-Africa Business Forum.

Automotive industry demand in South Africa reached 510,000 units last year (including commercial vehicles), accounting for half of the total sales in Africa (1.05 million units). Vehicle production in South Africa (600,000 units) also represents 50% of Africa’s total production (1.2 million units).