In the automotive world, confidence often borders on arrogance, and the latest statements by the South Korean giant Hyundai sound exactly that - an attempt to maintain composure in the face of a storm. Xavier Martine, the brand's new European boss, was quick to announce that the company is “ready for battle” with the advancing Chinese manufacturers. But behind the loud phrases about “independence” and refusal to buy carbon credits reveals a much more worrying reality: the industry is changing faster than the Koreans can adjust their mechanisms.
While rivals like Nissan, Mazda and even Mercedes-Benz have wisely or not joined forces with Chinese leaders like BYD and Geely to cushion the blow from tough EU environmental fines, Hyundai has chosen the path of the “lone wolf”. M,eo Financial Timesq Martine categorically rejected the possibility of “enriching the competition” by paying for other people's emissions savings. But this slightly arrogant approach could prove to be a costly mistake. Instead of securing its own back, the Koreans are betting everything on “an aggressive product offensive”, including five new electrified models over the next 18 months. But will this be enough to stop the Chinese avalanche?
The truth is that even in the Hyundai camp they admit - the transition to clean energy is not going smoothly. Martine himself said that the market adaptation has been slower than expected, which forced the company to take a step back and offer hybrid versions of all its models by 2027. This turn suggests that their initial plans for full electrification were more optimistic PR than marketing strategy.
The new Ioniq 3 is also on the horizon, which will try to box into the Volkswagen ID.3 category with a price of around 30,000 euros. But here comes the big “but” - Chinese brands are already offering more high-tech machines at the same or even lower prices. While Hyundai boasts of “vertical integration“ and their own steel production, their eastern neighbors outperform them in what matters most - the speed of innovation in software and batteries.