Hyundai Motor said today intends to leverage its expertise to further bolster its position in the hybrid market under its new Hyundai Dynamic Capabilities strategy, a flexible response to the market based on core capabilities. Executive summary – Hyundai is modifying its EV strategy in the face of weak EV demand. Under this change in ways, Hyundai will expand the application of its hybrid system beyond compact and mid-size cars to small, large and luxury vehicles. This will increase its current range from seven to 14 models. This expansion will encompass not only Hyundai vehicles but also its luxury brand, Genesis, which will offer a hybrid option for all models, excluding those that are exclusively electric.

“In the electrification era, Hyundai has distinguished itself by rapidly launching a comprehensive lineup of EVs, catering not only to mass-market brands but also to the luxury and high-performance segments,” said Jaehoon Chang, President and CEO of Hyundai Motor Company. “Building on our advanced technology and dedication to innovation, we aim to secure a leading position in the market as the adoption of electrified vehicles gains momentum.”

By 2028, Hyundai wants to sell 1.33 million electrified units, an increase of over 40% of its global sales plan from the previous 2027 year. The company anticipates a surge in hybrid demand, particularly in North America, where it plans to increase its hybrid vehicle volume to 690,000 units by 2030. It will tailor its hybrid sales expansion to meet the demand in each region, including Korea and Europe.

To facilitate this ambitious plan, Hyundai Motor claimed it has secured a versatile production system and parts supply network, making full use of its major global factories and introducing hybrid models, resulting in cost reduction and profitability enhancement. It plans to manufacture hybrid vehicles at Hyundai Motor Group Metaplant America (HMGMA) in Georgia alongside its dedicated EV models, including IONIQ 5 and IONIQ 9, a planned three-row fully electric SUV. This strategy it’s said will allow the company to respond swiftly to the North American market, which currently faces a shortage of hybrid supply, and to enhance the operational efficiency of the factory.