As American automakers face slowing EV demand and tighter competition, South Korea’s Hyundai Motor and its affiliate Kia — both part of the Hyundai Motor Group, one of Asia’s largest carmakers — are doubling down on performance and design to cement their place in the U.S. market.
Hyundai will spotlight its N Line performance division, emphasizing driving excitement and electrified performance, while Kia plans to debut the next-generation Telluride, its flagship SUV built specifically for American families. The 2027 model is longer, more powerful, and positioned to compete head-on with U.S. favorites like the Ford Explorer and Chevrolet Traverse.
For years, Hyundai and Kia were considered low-cost alternatives in the U.S., but that perception has changed dramatically. The Telluride has become one of America’s top-selling large SUVs, while Hyundai’s Ioniq and N Line EVs have drawn praise for design, reliability, and value. Together, the two brands now control nearly 11% of the U.S. auto market, their highest share ever — a level once thought unreachable for Korean automakers.
Industry analysts say their growing success highlights a deeper shift: Americans are increasingly open to foreign brands that offer tech-forward, affordable alternatives to legacy Detroit models. “They’re not chasing the bargain crowd anymore,” said a California-based automotive analyst. “Hyundai and Kia are competing with the best — and often winning — in design, safety, and performance.”
The LA Auto Show appearance also underscores how global automakers are targeting the U.S. as a proving ground for electrification and next-generation vehicle technologies. Both companies are expanding EV production in North America to qualify for Inflation Reduction Act incentives and reduce supply chain risks.
For Hyundai and Kia, this year’s show isn’t just about new metal on the floor — it’s about proving they belong in the same conversation as Ford, GM, and Toyota.
