The corporate cousins share vehicle platforms, a complicated Korean ownership structure and a story line: strong U.S. sales growth fueled by an onslaught of new vehicles with attractive new styling and loaded with technology.
Hyundai and Kia were part of an exclusive club last year: They were two of only three brands to achieve a sales gain in the United States. And each has improved its market share in 2010.
As the two Koreans launch new and redesigned products, they hope to carve out distinct identities and go after different customers.
Dave Zuchowski, Hyundai Motor America’s sales boss, says the brand is pursuing baby boomers who in the past have sought quality and reliability in Honda and Toyota showrooms.
On the other hand, Kia is targeting younger buyers with vehicles made to be stylish and fun to drive.
Both are squeezing into new niches. Hyundai plans its $60,000-plus Equus sedan and the small, sporty Veloster coupe. Kia may replace the Rondo compact minivan with a tall five-door model based on the same platform as the Hyundai i30 sold in Europe.
The brands also are moving upscale with the likes of the Equus, Hyundai’s redesigned Azera and Kia’s Cadenza successor for the Amanti.
Both brands continue to work at shaking off their images as makers of bland budget cars. Kia’s redesigned Optima sedan will have a sporty shape, and Hyundai is giving the swoopy Sonata-like look to the next Elantra.
Alternative-fuel vehicles also are in the pipeline. Kia plans a hybrid version of the Optima and is kicking around the idea of a dedicated hybrid. Hyundai plans a hybrid Sonata and will unveil a fuel cell vehicle in 2012.
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