Hyundai Motor is introducing its China strategy model, the ‘Mufasa,’ to the Taiwanese market as part of its efforts to expand its market presence. The company aims to increase exports of “Made in China” vehicles, improve the profitability of its Chinese factories, and set a sales target 10% higher than last year.
According to Sanyang Industrial, Hyundai’s sales company in Taiwan, the company announced its operational plans for this year on March 19, including its sales target and new car release plans.
Sanyang Industrial is determined to sell over 24,000 units this year, aiming for a sixth consecutive year of growth. This ambition reflects confidence following last year’s record-breaking sales. Although the overall Taiwanese market shrank by 4% compared to the previous year, Sanyang Industrial achieved a 2.3% increase in sales, reaching 22,682 units (market share of 4.95%).
This year’s new models include the Mufasa, Santa Fe Calligraphy Edition, and Instar, all of which have been carefully selected based on local driver preferences. They are set to be released sequentially by the end of the year.
Sanyang Industrial is particularly optimistic about the Mufasa. The Mufasa, which Hyundai first introduced in China last June, is a compact SUV based on the 3rd generation I-GMP platform. It has become highly popular in China due to its design, features, and affordable price starting at 121,800 yuan (approximately 16,700 USD), catering to the preferences of the younger generation.
Sanyang Industrial has strengthened its brand network, connecting key areas such as Nankan, Taipei, Taoyuan, and Kaohsiung, with an investment of 2 billion Taiwan dollars (approximately 60.49 million USD) over the past three years.
To enhance brand awareness, the company plans to increase its participation in local automotive events, such as the Taipei Mobility Show, which will be held at the end of the year.
