China and Russia are redrawing Arctic trade. Can Europe fight back?

Hyundai Motor Group is experiencing a rapid decline in its global presence, particularly in Europe and China, which is causing concern about its broader strategy outside the United States. In Europe, Hyundai Motor and Kia sold approximately 770,000 vehicles from January to September, marking a 3.4 percent decrease compared to the previous year, according to the European Automobile Manufacturers’ Association.

This decline occurred despite the overall European market growing by 6.3 percent, causing Hyundai Group’s market share to drop by 0.7 percentage points to 7.3 percent during the same timeframe. The majority of the weakness was attributed to Hyundai Motor, which saw a substantial 13.2 percent drop in European sales, reaching around 349,000 vehicles.

Kia’s sales, on the other hand, increased by 6.6 percent to approximately 421,900 units, allowing the brand to surpass Hyundai as the group’s leading seller in the region. The latest figures highlight the mounting pressure on Hyundai Motor Group, as established European brands and Chinese manufacturers intensify competition in the electric vehicle (EV) market, pricing, and model selection. Hyundai Group's standing in Europe's EV market is also under threat.