According to Korean media reports, the international business environment of Hyundai-Kia Motors is deteriorating. In the case of Japanese car companies increasing their offensive, the market share of Hyundai-Kia Motors in the US market has declined, while emerging markets such as Russia and Central and South America have also shrunk sharply. It is expected that the continued decline of the yen and the stagnation of demand in emerging markets will adversely affect the income structure of Hyundai-Kia Motors.
According to overseas media reports on the 18th, the Japanese car market share in the US auto market increased, while Hyundai Kia Motors was in a state of stagnation.
Toyota and Nissan's share of the US market last month were 15.5% and 8.5%, respectively. Compared with the same period of last year, they increased by 0.1% and 0.5%. Sales growth rates were 6.3% and 11.5%, respectively, significantly exceeding the market average growth rate of 5.5%. The same is true for other Japanese car companies. In addition to Honda (0.4%), sales growth rates of Mitsubishi (28.5%), Mazda (11.4%) and Subaru (22.4%) all showed double-digit growth.
In contrast, Hyundai-Kia Motors' market share in August fell to 7.9%, falling below 8% for the first time in five months. Hyundai Motor’s sales growth rate barely exceeds the market average, while Kia Motors is below average. Hyundai Motors said that "Japanese car companies are playing the 'new car effect' and 'yen lower' two cards, in order to reduce the price of aggressive marketing, compared to the modern Kia car market performance is inferior."
The problem with modern Kia cars is that the yen will depreciate faster in the future, and this situation will continue for a long time.
In the US market, the decline in Hyundai Kia’s car occupancy and the deterioration of the income structure will be inevitable. Securities industry sources said, "In the first half of this year, Japanese auto companies benefited from the yen exchange rate advantage, and the income structure was optimized. On the contrary, Hyundai-Kia Motors was greatly affected by the high gains of the won."
The situation of Hyundai Motor in emerging markets is also not optimistic, especially in Eastern Europe and Central and South America, where demand has plummeted.
Oslo occupies half of the Eastern European market, and the Russian market has recently stagnated. Last year, the demand for cars in the Euros market decreased by 25.8% year-on-year, and this year's cumulative demand also decreased by 12.1% compared with the same period last year. It is expected that the Ukrainian incident will continue to affect the development of the Oulu economy.
Brazil’s growth in demand for new cars has also fallen by more than double digits due to stagnant economic development. However, the market performance of Hyundai-Kia Motors is still remarkable. The market share in the Euros market ranks first for three consecutive months, and it is the only car company in Brazil that is still growing in sales.
However, in the process of shrinking the cake in the market, the income structure is likely to deteriorate. According to the analysis of the automotive industry, Zheng Mengjiu, president of Hyundai Motor Group, and Zheng Yishan, vice president of the Hyundai Motor Group, have inspected overseas markets in succession.

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