By on December 1, 2009

Reason to smile...

The Hyundai sales juggernaut rolled on in November, posting the highest month-on-month gain of any brand with a 46 percent increase [release here]. Its sister brand Kia wasn’t far behind with a 21 percent sales gain over November 2008 [release here]. Year-to-date, the two brands have combined for 680,282 units, a mere 16,417 fewer than Nissan’s 2009 numbers.

Hyundai did post predictable declines for its end-of-life models like Tiburon (one unit sold), Azera (248 units sold) and Entourage (-2 sales, somehow). Veracruz and Tucson were the only other decliners for the brand though, with decreases of 470 and 30 units respectively.  Otherwise, the news was all good. Accent climbed a whopping 93 percent, to 3,831 units, Elantra rose 88 percent to 6,127 units, and Sonata improved by 52 percent with 8,178 units sold. Santa Fe added 53 percent, climbing to 6,564 units, while Genesis doubled up as well, with a 52 percent increase to 1,751 units.

Kia followed Hyundai’s example, losing sales in non-car segments but more than making up for them with its cars. Borrego was Kia’s only non-car gainer, posting 825 sales compared to only 190 last November. Rondo posted a 70 percent decline to 425 units, while Sedona slid 15 percent to 1,895 and Sorento fell about 45 percent to 1,657. Sportage was flat at 1,340 units. Amanti proved that its Cadenza replacement can’t come soon enough, as it was the only Kia car to post a decline, falling from 415 to 35 units. Optima increased about 57 percent to 1,644 units, while Rio increased 64 percent to 3,496. The discontinued Spectra sold only 89 units, but its replacement, the Forte, more than matched last November’s Spectra sales, moving 4,044 units. Kia’s other new model, the Soul sold a respectable 2,505 units.

The rise of Hyundai-Kia proves that lagging automakers can’t simply wait for the market to turn around a float all boats equally. Hyundai is aggressively grabbing market share, ratcheting up pressure on moribund brands. Hyundai-Kia’s success with cars rather than SUVs seems to be another indication of where the market is headed. In any case, there’s no doubt that Hyundai Group is becoming a major player, sneaking up on Nissan and Chrysler’s annual sales volume.

Get the latest TTAC e-Newsletter!

25 Comments on “Hyundai November Sales Boom By 46 percent, Kia Rises 18 Percent...”


  • avatar
    ZoomZoom

    I’ve always liked the colors blue and white together.  Indeed, thanks for making me smile.

    Err… I’ll have to read the article later…

  • avatar

    Hyundai-Kia is coming out with some real cool cars, I had a 2010 Elantra at my shop the other day, couldn’t believe it’s a Hyundai it looked more like something out of Mazda

  • avatar
    eggsalad

    “Entourage (-2 sales, somehow)”
    Two people realized they’d bought an Entourage, and quickly gave them back, giving up all down payments and other fees?

  • avatar
    educatordan

    Korean sisters, perhaps, just like Hyundai and Kia?  I just posted a 46% gain, it would have been more impressive but then the models would have had to have been Latina.  ;)

    It is good to hear someone is making money on CARS not on trucks, can’t wait to see Ford’s sales numbers to see if they can do the same thing. Edit: Crap should have looked farther down the page. :( You guys got to start putting swimsuit models next to Mustangs or something if you expect me to notice Ford’s sales stats.

  • avatar
    ott

    I predict that in 5-10 years, Hyundai-Kia will be the world’s number one automaker. Twice in the last week I have had customers on our used car lot that were cross-shopping  a used ’06 CR-V with a brand new Hyundai Tucson. Guess what they bought.
    So not only are Hyundai and Kia very competitive with other new car brands, they are now starting to lure away used car customers to their stores as well… That’s pretty impressive. And depressing, if you happen to earn your living selling used cars. Like me.

    • 0 avatar
      educatordan

      Honestly I always thought that was quite a bit of Kia and Hyundai’s original market.  Hmmmmmmmmmm let me see, I can buy a couple of year old Camry or a brand spanking new Sonata, loaded.  Oh one of them comes with a 10yr warranty and the other comes with a handshake and “Good luck, Sucker.”  Hmmmmmmmmmmm wonder which one I’ll chose? 

    • 0 avatar
      Orian

      In 5 to 10 years? Not even remotely likely. They just tucked tail and exited Japan this year, so there’s one market they won’t be selling in anytime soon. They are making decent product but after owning 2 over the last 10 years, I will not buy another – longevity is not a given with that warranty – they know they will be replacing things, hence why the warranty is still around.

    • 0 avatar
      rockit

      I agree with Orian…that statement is totally totally ridiculous.    Long term quality still has not been proven, and what about Toyota, Honda, Nissan, Ford, Volkswagen.. 5-10 years?   Give me a break!
      Jerome10 has another very good point.  We all know Hyundai has been dumping lots of cars into fleets but exact numbers are not known.
       

    • 0 avatar
      John Horner

      Hyundai was smart to stop wasting time on Japan. Japan’s car market is small, shrinking and dominated by a strong Japan based industry. There are no significant opportunities for outsiders to export cars into Japan, and there haven’t been since the 1940s.
       

  • avatar
    NickR

    “Borrego was Kia’s only non-car gainer, posting 825 sales compared to only 190 last November.” What?! How the hell did they manage that?

    I can’t imagine how they sell the Amanti…have you seen the list price on that?  Who in their right mind?

    “becoming a major player, sneaking up on Nissan and Chrysler’s annual sales volume”

    ‘Sneaking up’ in much the same way Elizabeth Lambert snuck up on her opponents from Brigham Young.

  • avatar
    Jerome10

    Ok, something odd is going on here.  They can’t be bucking the trend, killing EVERY OTHER CAR COMPANY without something odd going on.  I know their vehicles are solid, but its as if everyone is buying a Hyundai or Kia these days.
     
    They’ve gotta be doing something odd with the numbers.  Massive fleet sales, or selling then dumping someplace else.  It is just too much of an anomaly…..
     
    My opinion.

    • 0 avatar
      DisturbedDriver

      Hmmm, I’m not so sure of that.  Anomalies are anomalies because they occur not so often.  But they still occur.
       
      If you look at actual sales numbers as opposed to solely the percentage figures given in the title/heading, the sales growth wasn’t all that unbelievable.  If you’re selling 3 apples a day and sell 6 another, you can claim that you achieved 100% sales growth over a day.  Naturally news reports tend to focus more so on percentage growth so this number naturally wow us all.
       
      But I think until we have more evidence of “selling and dumping” or perhaps more fleet sales figures demonstrating an over-dependence, the jury’s still out.
       
      I’m more inclined to believe Hyundai’s just around at the right time.  A lot of luck if you will on top of making all the right moves.  First, I’ve recently been hearing about the way they’re going the extra mile to hire former employees of other companies.  Supposedly two of the advertising team’s executives have lengthy resumes of success stories.  Then there’s that top Ford engineer who was partly responsible for Ford company’s turnaround in quality.  Let’s not forget the millions they’ve been pouring into R&D and advertisements while other companies are scaling back.   Many dealers that closed down are also being bought out by Hyundai at dirt-cheap prices because of the economy, which also brings me to my last point.  People in this economy want cheap cars for value.  It’s not just in America.  Go to China, and you even have people who’ll willingly shell a little extra money for a decent-looking Hyundai car instead of a Chinese Chery car.  The Japanese brands, even with their reputation for quality, are often more expensive.  Even though China’s the supposed destined future superpower, their people are still of lower income and naturally find Hyundai cars fit their preferences.
       
      If this were 2007 when the economy was in a better state, I highly doubt even half of the factors would’ve fallen place and aligned together in Hyundai’s favor.  They’d still be stuck struggling with winning over a handful of undecided customers.
       
      But if a little personal experience shows anything, I’ve also been seeing a lot of Hyundai cars on the road and not just ones from the 90s like the Excel.  The Genesis is still a rare find but I do see one every now and then.  But I’ve seen a quite a few Elantras and Sonatas in my area along with your occasional Accent.  The design, despite the cues it takes from other companies, is becoming increasingly easy to distinguish.  Even this non-enthusiast is starting to recognize them easily.  Used to be I could only distinguish between typical brand designs like GM’s, Toyota’s, and Honda’s.  Not so anymore.

  • avatar
    mcs

    They have a currency advantage as well, so it’s probably an even bigger win over the Japanese. This may translate into more money for R&D and bigger gains further down the road as a result.

  • avatar
    SherbornSean

    I know that GM was hoping that the volume they lost from Pontiac and Saturn would go to Chevy and Buick, but I am guessing that a lot of those owners went straight to Hyundai.

    • 0 avatar
      srogers

      GM is making up for lost volume with below cost pricing;)

    • 0 avatar
      educatordan

      Well let’s see, your a Pontiac owner who knows that before the bankrupcy your division was selling more cars than Buick (in the US) but GM decides to drop the axe on YOUR division so they can keep selling Buicks to the CHINESSE!  Basical GM told you to FOAD.  Genisis coupe looks like a decent replacement for that last of the Grand Prix coupes you were about to trade in, doesn’t it?  (Or in Saturn terms, hey how bout you replace that SL1 with an Elantra or Accent?) 

  • avatar
    mtymsi

    Statistically Hyundai’s large % gain is because of the relatively small raw numbers. However I am impressed with both their new products and market performance. Without question they are on a path to much larger U.S. marketshare. My guess is in five years the will be fifth in the U.S. market behind GM, Ford, Toyota and Honda not necessarily in that order.

  • avatar
    John_K

    Meanwhile, three time loser Chysler is putting out 10mpg Mexican made hemis mated to transmissions that fall apart at 40K.

    Unions are for losers!

  • avatar
    NoChryslers

    The Azera is an end of life model?  They are going to drop it or what?  They need something between Sonata and Genesis…

  • avatar
    Boywonder

    Parse the numbers however you chose, but it has been obvious that customers have responded to the value proposition that both Hyundai and Kia offer.

    No surprise that their top sellers are the Rio, the Forte, the Optima, the Elantra etc.
    There is simply no comparison to the amount of car you get when you buy one of these models vs the Toyonda competition.  Let alone the equivalent Aveo, Cobalt or Caliber.

    This is simply another example of the economic rationalizations that exist in this and every other retail market.   Truth be told, it is still one of the few brands that realistically could be a cash purchase, or at the least, financed for a reasonable amount of money. 

    I am amused when I read some of the subtly snide comments about excitement factor, or lack of quality, or reliability.  I have owned nothing but various models of these two brands for several years, and am continually shocked and amazed at the quality, the reliabiltiy, (the warranty), the fuel economy, and the features that the Kkorean twins put in their cars, for thousands, not hundreds of dollars less.  

    It was unfortunate to see Rondo sales drop so precipitously, since this is my all time favorite as far as features to price ratio.  For $7500-$8000 at auction, I can purchase a fully loaded, power optioned , V6 powered , 3 row seating , CUV type vehicle that when outfitted with a few reasonably priced accesories, looks every bit as good as any Matrix, Versa, CR-V, Caliber etc.   It’s just an amazing car for the money.   And it feels every bit as tight, comfortable, and well put together as any competitor I have driven.  

    The one knock on all these cars is their dramatic depreciation.   But with the 50K /60 month transferable 2nd owner waaranty, I purchase cars with 25-40K miles and save many, many thoussands of dollars for a virtually brand new car.

    It’s just no surprise that in this economy, people have found what they consider to be the best value proposition in the market.  And no, it’s not as if you’re sacrificing anything like getting a POS from Walmart.

    I predicted a year ago when I saw the Forte that it would be the Civic killer. And dittos for the Forte Koup.    The numbers show how popular this car has become in such a short time.

    The Soul is just an amazing car with more interior room than vehicles twice its size. And controls and ammenities laid out handsomely, the car comes well appointed in even the $14,000 base trim levels for the typical purchaser. 

    • 0 avatar
      DisturbedDriver

      I am amused when I read some of the subtly snide comments about excitement factor, or lack of quality, or reliability.  I have owned nothing but various models of these two brands for several years, and am continually shocked and amazed at the quality, the reliabiltiy, (the warranty), the fuel economy, and the features that the Kkorean twins put in their cars, for thousands, not hundreds of dollars less.
       
      Touche.  Don’t worry too much about them.  These are the same buffoons who have never owned a Hyundai and loathe to acknowledge a success story when they see one.  They’ll bleat the same old theories about what’s driving the sales figures.  It’s this same kind of arrogance that nearly put Ford and GM out of business.  Oh I take that back.  GM didn’t “almost” go out of business since Uncle Sam took my money from the bank and gave them a freebie.

  • avatar
    DearS

    Hyundai seems to be doing so many things right. Love the new 4 cylinder 200hp engine, Genesis, and Soul. A smaller rwd sports sedan is all they need.

  • avatar
    ronin

    Maybe we’re overlooking the obvious here.

    For one, the Elantra, representing the ‘compact’ segment is up 88%!!! While other makers in that segment have seen sales decline (I’m looking at you, Honda).

    I can buy a new Elantra for $13 or 14k.   Cheap, decent quality and a whopping warranty sells?

    Ford sales of their aging Taurus (I know I dare not say it, but a rehashed Taurus of a rehashed Taurus of a rehashed Five Hundred is not a fanastic brand new offering, gushing auto press notwithstanding) are down.  Flex sales, down.  These cars are priced very high, especially their top of the line models.

    Could it be that expensive cars are not selling, segment by segment?  And that more moderately priced cars- represented by Kia and Hyundai- are doing very very well?

    Yep, cars cost way too much.  American cannot or choose not to afford it.

    Thos car companies that pretend they actually have pricing power in today’s market are gonna get whomped.

  • avatar
    uboatsag

    The current car design is something that must be changed to satisfy buyers requirements and needs. All new cars looks the same. See all front grid are are the same in addition to the overall shape. All bumpers are so fragile that they will break up apart under front end collision under 2 km per hour. A large scratch is not repairable as the cost exceeds the parts replacement cost: the bumber is replaced and the old one thrown away to garbage causing extra polution.

    There is a real need (environnemental and operational) to make car that will resist to subtantial shock without breaking apart. Therer is no leader in the industry but a group of trend follower.

    Please build car that will last, wont break up and are providing exceptional protection to passengers at low cost. Also, no car should be  designed to exceeds 140 km per hour. Look at the odometers going to 240 km/ hour inviting drivers to reach maximum spped while the 100 km/hour mark is located at the left side of the odometer. I wish that car odemeter be modified to show 140 km/hour at the right side, maximum speed. A car like this one would sell enormoulsly.

    Ubota 


Back to TopLeave a Reply

You must be logged in to post a comment.

Subscribe without commenting

Recent Comments

New Car Research

Get a Free Dealer Quote

Staff

  • Authors

  • Brendan McAleer, Canada
  • Marcelo De Vasconcellos, Brazil
  • Matthias Gasnier, Australia
  • J & J Sutherland, Canada
  • Tycho de Feyter, China
  • W. Christian 'Mental' Ward, Abu Dhabi
  • Mark Stevenson, Canada
  • Faisal Ali Khan, India