Hyundai announced its 2026 business strategy to continue advancing in the Asia-Pacific and ASEAN markets with xEV and SUV models, while strengthening its brand through dealer expansion and enhancing after-sales services in Thailand.
On 29 Jan 2026, Hyundai Mobility (Thailand) Co., Ltd. revealed at the Hyundai National Dealer Conference 2026 that in 2025, Hyundai's global sales totaled approximately 4.2 million units, with the Asia-Pacific region accounting for around 220,000 units, representing 5% of global sales.
The company aims to significantly increase sales and market share in this region, especially in the high-potential ASEAN countries, to strengthen its competitiveness against global market leaders.
For its long-term goal, Hyundai targets global sales of 5.6 million units by 2030, a 33% increase from 2025, while raising the Asia-Pacific sales share from 5% to 8%, or about 380,000 units. It is expected that 52% of sales in this region will come from electric and various electric vehicle types (xEV), while internal combustion engine (ICE) vehicles will account for 48%, reflecting a clear shift toward alternative energy.
Penetrating local markets with Localization strategy and promoting xEV–SDV for global expansion.
Hyundai also revealed its global growth strategy focusing on key pillars such as Localization—developing and designing products tailored to the specific needs of each region to better meet local consumer demands.
Additionally, the company will increase the proportion of xEV and SUVs in all regions, especially outside the U.S., Europe, and South Korea, where hybrid vehicle (HEV) sales are expected to surpass ICE vehicles in the near future.
Another crucial strategy is the development of Software-Defined Vehicles (SDV) through investments in software and digital technologies to differentiate and enhance competitiveness by offering future-ready vehicles. This includes advancing AI applications in multiple areas and autonomous driving technologies, which are seen as key drivers for long-term growth.
Confirmation of plant readiness with operations starting in late Q2 this year.
In 2026, Hyundai targets sales of 3,000 units and plans to introduce new models offering comprehensive options including ICE, Hybrid, and EV to expand its clean energy vehicle customer base while maintaining demand for combustion engines, with sales proportions of ICE at 40%, HEV at 44%, and EV at 16%.
The EVs to be introduced this year will be assembled at the factory in Thailand, underscoring Hyundai's ongoing commitment to its business in the Thai market and aligning with Hyundai Motor's strategy to place greater emphasis on the Asia-Pacific and ASEAN regions.
A highlight for 2026 is the serious advancement of its Sports Marketing strategy, with Hyundai choosing football to build brand awareness and engage consumers widely across ASEAN and globally by sponsoring the region's premier football tournament,
the ASEAN Football Federation's AFF HYUNDAI Cup, and the global unifying event, the FIFA World Cup. The company plans to build on these sponsorships with experiential marketing activities, brand communication, and enhancing its image as a global brand.
Details on activities and collaborations will be announced soon. The Sports Marketing strategy is part of Hyundai's efforts to effectively connect with people's experiences, lifestyles, and passions.
Laying a solid foundation for stable growth by expanding dealers and enhancing after-sales service.
Another key focus for 2026 is expanding and upgrading the dealer network in potential areas nationwide, including major cities and secondary towns. Hyundai prioritizes quality, showroom standards, and consistent customer experiences over merely increasing the number of branches.
It will also advance after-sales services, covering repairs, parts management, service center standards, and personnel development to ensure consistent quality across the country.
Furthermore, Hyundai plans to conduct over 60 Service Outreach Activities to proactively reach customers in more than 30 provinces, especially in areas without service centers. Under the concept 'Near or Far, Hyundai is Ready to Care,' expert technicians and standard equipment will be deployed to provide services on-site, offering convenience to customers. These activities include free 25-point vehicle inspections, routine maintenance, and repairs while maintaining the same service standards as official Hyundai service centers, reaffirming Hyundai's commitment to enhancing after-sales experience and customer confidence nationwide.
Hyundai also aims to strengthen its dealer network through the Dealer Performance Excellence program, which raises operational standards, invests in training, and uses data effectively to support sustainable dealer growth. This reinforces Hyundai's goal to be a premium automotive brand trusted by customers long-term while steadily growing its presence in the Thai market.