Hyundai launches its biggest product offensive towards 2030

The best defence is attack. At a time when the established car industry is under pressure from Chinese brands, tariffs and regulatory changes, Hyundai is responding with the biggest product offensive in its history.

Presented by José Muñoz, President and Chief Executive Officer of Hyundai Motor Company, at CEO Investor Day 2026, the strategy calls for the launch or renewal of more than 100 models worldwide by 2030, centred on Hyundai and Genesis, the group’s premium brand.

The aim is to turn these new products into growth. Hyundai is targeting 5.55 million vehicles sold annually by 2030, 35% more than the 4.12 million recorded in 2025, alongside a 6% share of the global market.

More than replacement models

This is not simply about replacing cars already on sale. More than 18 of the planned new models will take Hyundai into products or segments where it currently has little or no presence.

According to José Muñoz, these areas account for around 29% of the global car market, equivalent to approximately 26 million vehicles a year. This is where new SUVs and body-on-frame pick-ups come in, as well as Hyundai’s entry into or strengthened presence in the light commercial vehicle market.

Hyundai says investment in and development of these products has already been secured. This marks a significant shift for a brand that still has limited representation in some of the most profitable segments, including pick-ups and large SUVs - particularly in North America - as well as commercial vehicles.

At the same time, the offensive will be backed by major powertrain diversification. By 2030, electrified models - electric and hybrid vehicles - are expected to account for 60% of Hyundai Motor Company sales, compared with only 23% in 2025.

Among the new arrivals, Hyundai will enter the range-extender electric vehicle market, or EREV, from 2027. One of the first will be the Santa Fe EREV, which is expected to exceed 960 km of total range.

Genesis - which is on its way to Portugal - will also receive its first hybrid and its first EREV, in addition to the new GV90. The brand’s target is to reach 350,000 annual sales in more than 40 markets by 2030.

Europe will receive 41 launches

Although many of the announced additions have a strong North American focus, Europe has not been overlooked. Hyundai plans 41 launches or updates across the continent by 2030.

The plan is to cover 85% of the European market with an electrified range, including five entirely new models spanning SUVs and light commercial vehicles. A new B-SUV developed specifically for Europe has also been confirmed.

The target for electric vehicles is equally ambitious. Hyundai intends to raise European sales of fully electric models from the 116,000 units recorded in 2025 to more than 420,000 in 2030, almost a fourfold increase. The IONIQ 3, which went on sale this year, is one of the first elements of this strategy.

The pace will accelerate. Hyundai expects to launch seven new models globally in the next eight months alone.

Hyundai N aims to sell five times more

Hyundai N is also set to expand. The performance division currently sells around 20,000 cars a year, but its 2030 objective is 100,000 units annually.

To achieve this, the line-up is expected to grow to seven models, with rear-wheel-drive and four-wheel-drive offerings as well as new entry-level crossovers. Hyundai also intends to create a tier between the current N Line models and full N models, designed to generate much higher volumes - similar to the position held by BMW M Performance below the true BMW M models.

More manufacturing capacity will be needed

Launching more models also means being able to build them. By 2030, Hyundai will add capacity to manufacture a further 1.27 million vehicles per year. North America will gain 500,000 units of capacity, India 320,000, CKD facilities (knock-down kits or assembly kits) 250,000, and South Korea 200,000.

The offensive extends beyond cars. The plan covers newly developed in-house batteries, software-defined vehicles, robotaxis, artificial intelligence and robotics. Hyundai’s first mass-production model with Level 2+ assisted-driving technology is due in 2028, while its collaboration with Waymo (robotaxis) and Boston Dynamics (robots) will continue to grow.

This expansion also has a financial target behind it: increasing the consolidated operating margin to more than 9% by 2030, following the 6.2% recorded in 2025.

Hyundai’s sweeping offensive stands in contrast to that of several Western manufacturers. While other industry giants are playing defence through restructuring and investment cuts, Hyundai is clearly on the attack: new segments, more models and, consequently, more production.

Hyundai’s sweeping offensive also contrasts with the strategy of several Western carmakers. As some industry giants play defence with restructuring and reduced investment, Hyundai is firmly on the attack: new segments, more models and greater manufacturing capacity.