BYD challenges Hyundai in South Korea

China's automaker BYD has accelerated its penetration of South Korea with a lineup of cheaper electric and hybrid vehicles, according to Bloomberg Línea. The brand's arrival runs directly against the long-standing dominance of local manufacturers on their home turf on October 26, 2026.

South Korea's auto market is highly concentrated in industrial terms. The import of lower-priced vehicles is disrupting the sector's traditional dynamics, in which the list prices and waiting times of local brands used to determine purchasing decisions.

Although Hyundai Motor Co. and Kia Corp. still hold a combined 72% share of the domestic market, the advance of competition is weighing on their results. Hyundai's comparable sales fell 6%, according to data attributed to the publication. In this context, BYD has strengthened its lineup with the Sealion 6 DM-i hybrid at a price of 37.5 million won.

For Hyundai, the slowdown in its home market complicates the fulfillment of its annual targets. The company projects that its global sales will fall below 4 million units, meaning it will miss its goal of 4.16 million vehicles.

The pressure on local brands is forcing a reassessment of production and marketing strategies in a global environment of heightened rivalry in the auto sector.