Strike Comes Due: Hyundai Motor's August Sales Hit Lowest Level in 4 Years and 7 Months (Combined)

[Financial News] Hyundai Motor and Kia reported mixed global sales results for August 2026. Hyundai Motor's sales fell 14.2% from a year earlier as production disruptions caused by the union strike weighed on both domestic and overseas sales, while Kia posted a 5.0% increase on strong overseas demand. In particular, Hyundai Motor's monthly global sales slipped below 300,000 units for the first time in four years and seven months, since January 2022.
On the 1st, Hyundai Motor said it sold 288,574 vehicles worldwide in August 2026, down 14.2% from a year earlier. That included 34,333 units in Korea and 254,241 overseas. It was the company's lowest monthly total since 282,656 units in January 2022. Compared with the same period last year, domestic sales fell 41.1% and overseas sales declined 8.5%.
In the domestic market, sedan sales totaled 10,922 units, including 5,931 Grandeurs, 3,105 Sonatas and 1,462 Elantras. SUV and other RV sales came to 10,810 units, led by 3,596 Santa Fes, 1,812 Palisades and 1,372 Ioniq 5s.
Light commercial vehicles totaled 6,503 units, including 4,224 Porters and 2,184 Starias. Medium and large buses and trucks added 1,553 units. Genesis, Hyundai Motor's luxury brand, sold 4,545 vehicles, including 1,460 G80s, 1,406 GV70s and 1,240 GV80s.
A Hyundai Motor official said, "In August, production disruptions caused by the strike and demand from customers waiting for new models had an impact." The official added, "We will work to expand our market share based on new models such as The New Grandeur and the all-new Elantra."
This year, the Hyundai Motor Union carried out a total of 60 hours of strikes per member, including an eight-hour full strike, the first in 10 years. As morning and afternoon shifts each joined the walkout, the actual production line was halted for 120 hours. The resulting production loss is estimated at 55,200 vehicles, with sales losses of about 230 billion won.
Kia sold 266,675 vehicles in the global market in August 2026, up 5.0% from a year earlier. That included 40,213 units in Korea, 225,413 overseas and 1,049 special-purpose vehicles. Compared with the same period last year, domestic sales fell 7.6%, while overseas sales rose 7.4%.
By model, the Sportage was Kia's top seller worldwide with 46,239 units, followed by the Seltos with 35,698 and the Sorento with 18,404.
In Korea, the Sorento was the best-selling model with 6,397 units. Passenger cars totaled 9,758 units, led by the Ray with 3,718, the K8 with 1,938 and the K5 with 1,920. RV sales reached 26,233 units, including 4,186 Carnivals, 3,874 Sportages and 3,307 Seltoses. Commercial vehicles totaled 4,222 units, including 2,385 Bongo III trucks and 1,744 PV5s.
Overseas, the Sportage sold 42,365 units, followed by the Seltos with 32,391 and the K4 with 17,519. Special-purpose vehicles totaled 1,049 units, including 152 sold domestically and 897 overseas.
A Kia official said, "Sales in the domestic market fell from a year earlier due to fewer working days during the summer vacation period, but the overseas market continued to grow through tailored sales strategies based on regional demand." The official added, "In the second half of the year, we will continue to build sales momentum, focusing on electrified vehicles such as hybrids in the United States and EVs in Europe."
[email protected] Kim Dong-chan Reporter