Kia Outsells Hyundai in U.S. for First Time in January; Korean Brands Hit Record High

In January 2026, Hyundai Motor Group delivered a total of 125,296 new vehicles in the U.S. market, up 7.7% year-over-year, marking a record high for the same period in history. Kia accounted for 64,502 units, a 13% increase, while Hyundai (including Genesis) sold 60,794 units, up 2.4%. This marked the first time Kia surpassed Hyundai in monthly sales. Kia’s SUVs performed strongly: the Sportage sold 13,984 units (+23%), the Seltos sold 5,278 units (+86%), and the MPV Carnival sold 5,879 units (+60%). On the Hyundai side, the Tucson remained the top seller with 14,428 units, though down 4% year-over-year, while the Palisade saw a significant 29% surge, selling 8,604 units. Hybrid models emerged as the main growth driver, with HEV/PHEV sales reaching 27,489 units—a 66% year-over-year jump—accounting for 21.9% of total sales. Meanwhile, battery electric vehicle (BEV) sales declined by 34% year-over-year due to adjustments in the Inflation Reduction Act (IRA) policy. With the upcoming launch of the Telluride, competition between the two brands in the U.S. market is expected to intensify further in 2026.