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How the Koreans are cracking the luxury market

South Korea's two largest automotive brands are no longer the same companies they were when they first entered the world stage.
Anyone who visits Seoul after a few years absence is likely going to be in for a shock. What was, not that long ago, a decidedly third-world city is today a thriving, sprawling metropolis increasingly on a par with the world's most modern cities.

Hyundai, Kia looking to cut costs

Hyundai and Kia are off to roaring starts in the United States this year, underscored by Kia's best sales month ever in May. But globally the situation for the South Korean siblings hasn't been nearly so positive. Recently, they reported their fourth consecutive quarter of decreasing operating profits worldwide, and now they're "making efforts to cut costs," according to a statement in a joint email obtained by Bloomberg. However, the companies aren't detailing where they would make the cuts or how much they want to save. The amount could be significant, though. An unnamed Hyundai senior executive reportedly told a South Korean newspaper that the business might be aiming for up to 30 percent in reductions. According to Bloomberg, Hyundai and Kia are facing falling total sales worldwide. Making the situation worse is that the strong Korean won versus the weaker Japanese yen gives competitors an advantage. The automakers also angered investors enough last year to prompt a stock buyback after paying $10 billion for the land for a future headquarters. The prognosis doesn't look utterly dire, though, and new products are on the way. For example, the Hyundai Santa Fe is being refreshed in South Korea, and the next-gen Elantra debuts at this year's Los Angeles Auto Show. There's also the Creta on the way for foreign markets. Additionally, several models are still awaiting the green light, including a Hyundai Genesis-based luxury crossover, a compact CUV, and the Santa Cruz unibody pickup. Meanwhile, the Kia GT is reportedly close to production, too. Related Video:

Kia EV9 wins 2024 World Car of the Year and World Electric Car at New York Auto Show

The Hyundai Group refuses to release its kung-fu grip on winning prestigious vehicle awards, especially those for electric vehicles. In 2020, Kia took the overall World Car of the Year (WCOTY) title with the Telluride, won World Performance Car with the EV6 GT, and won the World Urban Car category with the Kia Soul EV. In 2021, after the Hyundai Group walked away with nothing but a free lunch, the Hyundai Ioniq 5 won the 2022 World Car of the Year laurels, plus World Electric Vehicle and World Car Design of the Year, followed in 2023 by the Hyundai Ioniq 6 winning the same three awards. Kia returns to the top step today, the new EV9 announced at the New York Auto Show as the 2024 World Car of the Year and World Electric Vehicle. Because the South Koreans like to do this in threes, the Hyundai Ioniq 5 N won World Performance Car.  One hundred automotive scribes from 29 countries tested 38 vehicles for the main prize. The qualifications for entry are that a car must exceed 10,000 units in production annually, be on sale in at least two major global markets, and be priced below the luxury options in their respective regions. The EV9 beat the BYD Seal and the Volvo EX30 to the WCOTY title. Thirty-two cars vied for honors in the electric category, the EV9 outdoing the BMW i5 and the Volvo EX30. The German and the Swede aren't leaving New York with nothing, however, as the BMW 5 Series and i5 won the World Luxury Car title, and the EX30 won the World Urban Car trophy.  The Hyundai Ioniq 5 N outdid 16 other performance cars. We're sure there are engineers in Germany looking hard into their beer right now, the Ioniq 5 N pipping the M2 and XM to the victory circle.  The surprise of the bunch is the inclusion of the Toyota Prius, the global hybrid icon thrashing 70 other entries to win the 2024 World Car Design of the Year award. The other two finalists? The Ford Bronco and the Ferrari Purosangue. Ladies and gentlemen, give it up for the Prius.