Hyundai Motor Company and Kia both celebrated record-breaking sales in the United States this February, highlighting the continued strength of the Korean automakers in one of the world’s most competitive auto markets. However, behind those impressive numbers lies a more complicated story for their electric vehicle lineup.
The standout performer last month was the Hyundai IONIQ 5, whose sales surged 33% year over year to 3,329 units. The model has consistently been one of Hyundai’s most successful EVs globally, thanks to its distinctive design, competitive range, and ultra-fast charging capabilities based on Hyundai Motor Group’s E-GMP platform.
Yet not all electric models enjoyed the same momentum. Sales of the Hyundai IONIQ 6 dropped dramatically by 77%, with only 229 units sold during the month. Meanwhile, Kia EV6 sales fell 53% to 600 units, and the large three-row Kia EV9 saw a 40% decline, with 819 units sold.
These numbers have fueled speculation about potential changes to Hyundai and Kia’s EV strategy in the United States. Currently, only a few models — including the IONIQ 5, the upcoming Hyundai IONIQ 9, and the EV9 — have confirmed 2026 model-year updates. The absence of confirmed updates for the IONIQ 6 and EV6 has raised questions about their long-term future in the American market.
Recent developments seem to confirm some of those concerns. Hyundai has officially discontinued the standard IONIQ 6 in the United States after the 2025 model year, leaving only the high-performance N variant in the lineup. The move suggests Hyundai may be shifting its focus away from electric sedans in favor of SUVs and crossovers, which remain far more popular among American buyers.
Kia’s situation appears slightly less clear, though delays are becoming increasingly noticeable. The high-performance Kia EV6 GT and the upcoming Kia EV9 GT have both been postponed until further notice. While Kia insists the EV6 will remain in its lineup, the absence of a confirmed 2026 model-year update has raised concerns.
The uncertainty extends to future EV launches as well. Kia has already delayed the Kia EV4, which was expected to serve as an entry-level electric sedan for the US market. Meanwhile, the Kia EV3 — already performing strongly in Europe — has yet to receive a confirmed American launch date.
Taken together, these developments suggest Hyundai Motor Group may be recalibrating its EV strategy in the United States. While the company continues to invest heavily in electrification, the shifting lineup indicates a stronger emphasis on SUVs and high-demand segments rather than sedans.
In my view, this adjustment reflects a broader trend in the US automotive market. Electric sedans often struggle to compete with SUVs and crossovers in terms of sales volume, even when they offer impressive technology and performance. If Hyundai and Kia concentrate on vehicles like the IONIQ 5, IONIQ 9, and EV9 — models that align closely with American preferences — they may strengthen their overall EV position in the region despite trimming parts of their lineup.
