Hyundai Marks 40 Years in U.S. Market, Poised for Record Sales for Third Consecutive Year

Hyundai Entered U.S. Market in 1986 with Excel Exports
Marking 40 Years in the United States in 2026

As Hyundai Motor Company approaches its 40th anniversary of entering the U.S. market next year, the company is on the verge of achieving record-high annual sales for the third consecutive year. Starting in 2026, Hyundai plans to expand local production of electric and hybrid models in the United States to broaden consumer choice and accelerate its market share expansion.

According to Hyundai Motor America on December 29, the company’s cumulative U.S. sales from January to November this year reached approximately 896,000 units, making it highly likely that Hyundai will achieve its highest annual sales for the third year in a row.

Hyundai entered the U.S. market, the home of the automobile, in 1986 by exporting the Excel, Korea’s first front-wheel-drive passenger car produced at the Ulsan plant. By offering reasonable prices, Hyundai sold 160,000 units in its first year and over 260,000 units the following year, quickly capturing the attention of American consumers.

However, due to insufficient quality control and a lack of service networks, Hyundai’s brand image suffered in the early years, leading to a sharp decline in sales. In response, Hyundai Motor Group Honorary Chairman Chung Mongkoo focused on 'quality management,' prioritizing improvements in quality, safety, and performance.

In particular, in 1999, Hyundai directly addressed quality concerns with its after-sales service strategy, introducing a '10-year/100,000-mile warranty.' As a result, Hyundai’s U.S. sales began to rebound.

Success in global safety evaluations, including those in the United States, also influenced American consumers’ choices. This year, Hyundai Motor Group set a record for the second consecutive year, with 21 models earning Top Safety Pick+ and Top Safety Pick ratings in crash safety assessments by the Insurance Institute for Highway Safety (IIHS).

In J.D. Power’s '2025 Initial Quality Study (IQS),' Hyundai also achieved the highest overall score among 17 global automotive groups.

Hyundai Motor Group Chairman Chung Euisun delivering a welcome speech at the HMGMA completion ceremony. Provided by Hyundai Motor Group.

Additionally, Hyundai Motor Group has been named 'World Car of the Year (WCOTY)' for four consecutive years. Automotive News, a leading U.S. automotive publication, marked its 100th anniversary this year by selecting founding Chairman Chung Ju-yung, Honorary Chairman Chung Mongkoo, and Chairman Chung Euisun as some of the most influential figures in the advancement of the global automotive industry.

Next year, Hyundai Motor Group plans to apply flexible strategies tailored to changes in the U.S. market environment. Despite the automotive tariffs imposed by the Trump administration, Hyundai has responded flexibly by minimizing vehicle price increases and instead increasing local production and adjusting its sales mix.

In March, Hyundai Motor Group held the completion ceremony for the Hyundai Motor Group Metaplant America (HMGMA), an advanced manufacturing innovation hub in Georgia, establishing a production system capable of manufacturing 1.2 million vehicles annually in the United States.

Furthermore, Hyundai plans to invest $21 billion in key sectors-automobiles, parts and logistics, steel, and future industries-in the United States by 2028. Following the expiration of U.S. electric vehicle subsidies in October, Hyundai responded by expanding its hybrid lineup to offer consumers more choices.

However, several challenges remain, including the 15% tariff that persists even after the conclusion of negotiations between South Korea and the United States; intensifying competition from global electric vehicle manufacturers; reduced subsidies; and competition in software-defined vehicles (SDVs), including autonomous driving.

A Hyundai official emphasized, "The United States is our largest export market and a key bridgehead leading global automotive trends. Under Chairman Chung Euisun’s leadership, we will overcome current challenges and achieve even greater growth."