Hyundai Motor and Kia face concerns over being squeezed in the domestic market by China’s EV offensive

It has been reported that Hyundai Motor and Kia have come under the influence of China’s EV offensive and restructuring in the U.S. and European auto industries. It is said that the domestic market is also being rapidly encroached upon.

According to the report, Chinese companies are intensifying their offensive by focusing on price and volume. There is criticism that this trend is changing the global competitive landscape.

The restructuring in the U.S. and Europe is accompanied by a reshaping of supply chains and product lineups. As a result, the competitive landscape among automakers is becoming even more tightly packed.

Hyundai Motor says it is treating hydrogen vehicles as its key counteroffensive card. The goal is for hydrogen vehicles to secure competitiveness in long-distance and heavy-load transport.

Another pillar mentioned was the "physical AI" strategy. This is an approach that combines artificial intelligence and hardware in automobiles to differentiate products and services.

The report said Hyundai Motor and Kia are aiming to defend their position at home and secure global competitiveness through these two pillars. Specific investment or production schedules are expected to be announced later.

The next points to watch in the industry are quarterly sales figures, changes in market share overseas, and investment announcements related to hydrogen vehicles and physical AI. The next-quarter earnings and sales indicators of related companies are scheduled to be released.