Hyundai Australia expects another year of stable sales growth before potentially surpassing Mazda in the rankings of best-selling brands in Australia.

A spokesperson for the company expressed cautious optimism regarding sales projections for the upcoming year, citing ongoing market conditions and economic factors.

Sales performance and challenges

By November 2024, Hyundai Australia's sales had declined by 5.2%. This placed the company in fifth position, following Toyota, Ford, Mazda, and Kia.

The sales decline was attributed to the price increase of the i30, one of Hyundai's best-selling models, which is now sourced from the Czech Republic rather than South Korea. The i30 also operates in the shrinking small car market, where customers are increasingly opting for SUVs.

Despite these challenges, an improved supply of the new Kona is expected to address the shortfall.

"The biggest challenge we faced from a volume perspective was the discontinuation of the i30 from the Korean plant," the spokesperson noted. "Kona, to a large extent, has helped fill that gap, but supply issues with that model held us back. With full supply of Kona in 2025, we anticipate stronger performance, particularly from the hybrid variant."

Projected sales and strategic developments

Hyundai's 2025 sales are projected to reach approximately 72,687 units, based on monthly averages. While significant growth is not expected in the short term, the company is focusing on introducing key new models, which are expected to drive growth over the next 12 to 24 months.

In 2024, Hyundai launched three important models: the Ioniq 5 N, the new-generation Santa Fe, and the Tucson hybrid. These additions, along with the first full year of availability for the new Kona small SUV, have contributed to Hyundai's evolving market strategy.

The Ioniq 5 N, while unlikely to generate significant sales volumes, represents the company's focus on enhancing its electric vehicle offerings. This model features unique design elements, including simulated gear shifts and exhaust sounds, aimed at differentiating it from competitors.

The new Santa Fe introduced a revised design and an upgraded interior, while the Tucson hybrid entered the competitive midsize SUV segment, competing directly with the Toyota RAV4, a top-selling family vehicle in Australia.

Expanding hybrid and EV offerings

Hyundai continues to expand its hybrid vehicle portfolio, including SUVs across small, midsize, and large categories, as well as the i30 Sedan.

Plans are also underway to extend this technology to the Staria people mover and Staria Load van models. "We are focusing on hybrid models because we believe they are competitive in their respective segments, particularly with the Tucson, Santa Fe, and Kona hybrids," the spokesperson commented.

In 2025, Hyundai plans to introduce the Inster EV, aimed at competing with cost-effective electric models such as the BYD Dolphin and GWM Ora. Later in the year, the Ioniq 9 large electric SUV will be launched, built on the same platform as the Kia EV9.

Future outlook

Hyundai Australia is developing a diversified product portfolio that includes petrol, hybrid, and electric vehicles, covering a broad price range. The anticipated launch of an all-electric Hyundai ute, expected to replace traditional diesel powertrains, may enable the company to surpass Mazda and secure a top-three position in the market.

Through a combination of model updates and expanded offerings, Hyundai aims to strengthen its position in the Australian automotive sector while addressing the evolving preferences of consumers.