Hyundai Motor, Kia aim to expand in China through Shanghai Auto Show

Hyundai Motor Co. and Kia Corp., both struggling in China, are aiming for a turnaround there by introducing over 30 new vehicles including those tailored for the world's largest automotive market.

China is deemed a region Hyundai Motor Group cannot give up on given the country's recent explosive growth in the sales of electric vehicles (EV).

Hyundai Motor on Sunday said it will display 20 new and mass-produced vehicles at a large exhibition hall covering 2,160 square meters at this year's Shanghai International Motor Show, aka Auto Shanghai 2023, running from Tuesday through April 27.

The carmaker will first showcase three green vehicles -- the Chinese versions of the hydrogen car Nexo and hybrid SUV Tucson and the electric vehicle IONIQ 6 – and unveil the high-performance car N Brand. The New Elantra (Avante) N design will also make its global premiere at this exhibition.

Other mass-produced models for display include those customized for China like the Sonata and Avante and recreational vehicles such as the SUVs Santa Fe and Palisade and minivan Custo. The SUV Mufasa, which is strategically tailored for the Chinese market, will also see its global debut.

Kia will set up a booth of 2,025 square meters to display 14 vehicles including new and concept cars. They include the EV5, an EV that recently debuted in China and is tailored for that market, and the concept car of the carmaker's flagship EV SUV EV9, which is scheduled for release next year in the country.

In addition to the high-performance vehicle EV6 GT, the company will unveil its K5, K3, Sportage Hybrid and Seltos, feature the E-GMP, an EV platform exclusively for Hyundai Motor Group, and announce Kia's EV strategy and vision.

Auto Shanghai is one of China's two largest shows of its kind along with the Beijing Motor Show. Global auto giants like Mercedes Benz, Porsche, Volkswagen and Polestar will unveil new cars at their respective booths, with battery makers including South Korea's Samsung SDI to also join.

Write to Sung-Soo Bae at baebae@hankyung.com