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 the 40th anniversary of its entry into the United States next year, the company is on the verge of achieving record-high sales in the U.S. market for the third consecutive year. Starting in 2026, Hyundai plans to expand local production of electric and hybrid models to offer consumers a wider range of choices and accelerate the expansion of its market share.

According to Hyundai Motor America on December 29, the company’s cumulative sales in the U.S. market 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 first entered the U.S. market, the home of the automobile, in 1986 by exporting the Excel, Korea’s first domestically produced front-wheel-drive passenger car, manufactured at the Ulsan plant. With its competitive pricing, Hyundai sold 160,000 units in its first year and over 260,000 units the following year, quickly attracting the attention of American consumers.

However, due to inadequate quality control and a lack of service networks, Hyundai’s brand image suffered in the early years, resulting in 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 through its “10-year/100,000-mile warranty” after-sales strategy, which led to a rebound in U.S. sales.

Hyundai’s achievements in global safety evaluations, including those in the U.S., also influenced American consumers’ decisions. This year, Hyundai Motor Group set a record for the second consecutive year as the automaker with the most models selected as “Top Safety Picks,” with a total of 21 models earning TSP+ (Top Safety Pick Plus) and TSP ratings in crash safety assessments announced 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. To mark its 100th anniversary this year, the influential U.S. automotive media outlet Automotive News selected the group’s three generations of leadership-founder Chung Ju-yung, Honorary Chairman Chung Mongkoo, and Chairman Chung Euisun-as figures who have made a significant impact on the development of the global automotive industry.

Next year, Hyundai Motor Group plans to apply flexible strategies tailored to the changing environment of the U.S. market. Up until now, the group has responded flexibly to market conditions by increasing local production and adjusting its sales mix, rather than raising vehicle prices, even in the face of automotive tariffs imposed by the Trump administration.

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

Furthermore, by 2028, the group plans to invest $21 billion in key sectors in the U.S., including automobiles, parts and logistics, steel, and future industries. Following the end of U.S. electric vehicle subsidies in October, Hyundai responded by expanding its hybrid lineup, thereby offering consumers a broader selection.

However, several challenges remain, including a 15% tariff that persists even after the conclusion of negotiations between South Korea and the U.S., 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 industry trends. Under the leadership of Chairman Chung Euisun, we will overcome current challenges and achieve even greater growth.”