Hyundai, Kia, Toyota unveil new SUVs in head-to-head showdown

South Korea’s two largest automakers – Hyundai Motor Co. and Kia Corp. – are set to compete head-to-head with Japan’s top carmaker Toyota Motor Corp., which is bringing its latest sport utility vehicles (SUVs) to its neighbor in a push to win back Korean consumers.

The intensified competition comes as Toyota, which faced a “boycott of Japanese products” for years, is striving to enhance its presence in Korea with the launch of its popular large-size SUV Highlander.

Kia, a unit of Hyundai Motor Group, on Tuesday unveiled the design of a facelift model of its mid-sized Sorento SUV.

The New Sorento, which Kia plans to bring to market next month, is the fourth generation of the SUV, which has been the top-selling mid-sized SUV in Korea for three years since its 2020 launch.

Reflecting Kia’s brand philosophy “Opposites United,” the latest model has bulked up its body size, including the hood and the bumper with a larger emblematic “Tiger Nose” grille.

Kia has also changed the layout of the new SUV’s LED headlamps from horizontal to vertical, making them stand out.

Kia expects the New Sorento to raise Hyundai Motor Group’s overall SUV market share, along with sister firm Hyundai Motor’s recently released large-size 2024 Palisade and the new Santa Fe.

According to Seoul-based automotive data provider CarIsYou, the Kia Sorento’s Korean sales reached 37,047 units in the first half of this year, up 17% from the year-earlier period.

First-half domestic sales of the Hyundai Santa Fe SUV stood at 17,423 units, up 31.3% a year ago, while the Palisade saw its Korean sales decline 5.6% year on year to 24,520 units.

TOYOTA BRINGS THE HIGHLANDER TO KOREA

On Tuesday, Toyota Motor also announced the launch in Korea of the Highlander, a seven-seater, three-row SUV – a similar configuration to the Hyundai Palisade.

Known for its high fuel efficiency, comfortable ride and versatile use of space inside the car, the Toyota Highlander has been a steady seller in the global market, including North America, since its launch in 2001.

The latest fourth-generation Highlander is equipped with a 2.5-liter gasoline hybrid powertrain and has a stable chassis and body with a low center of gravity, according to Toyota Motor Korea.

Amid an escalating trade dispute between Seoul and Tokyo, Japanese cars’ popularity among Koreans had been low for years before staging a rebound last year.

Sales of Toyota’s RAV4 and Sienna SUVs stood at 1,430 units and 1,084 units, respectively, in the first half – up 65.3% and 124.9% from the year-earlier period.

Toyota overtook Germany’s Audi brand to rank third in Korea’s imported vehicle market as of June.

The Japanese carmaker sold a total of 10,930 vehicles, including 6,950 units of its premium brand Lexus, in the first half. Audi sold 9,636 vehicles.

Write to Sungsu Bae at baebae@hankyung.com

In-Soo Nam edited this article.