Why Hyundai and Kia have everyone else playing catch-up
In the past few years, Hyundai and Kia vehicles have skyrocketed to the top of Edmunds' rankings in some of the most popular vehicle segments. For example, you'll find a Hyundai or Kia in the top spots for three-row midsize SUVs, midsize sedans, and multiple categories of electric vehicles. This changing of the guard can come as a surprise for car shoppers expecting to see more familiar brands like Chevrolet, Ford, Honda and Toyota.
This success isn't attributable to one single factor, such as short-lived marketing schemes like rockbottom pricing or unsustainable rebates. Let's take a closer look at what these sister South Korean automakers are doing well and where they're still coming up short.
Distinctive design
First impressions matter, and this holds true when people are shopping for a new vehicle. Hyundai and Kia clearly recognize the importance of standing out in a crowd. Whether it's a familyfriendly SUV with three rows of seating or an electric SUV on the technological cutting edge, a bold exterior draws attention and holds interest.
We'll start with EVs. While they share a platform and electric powertrains, the Hyundai Ioniq 5 and Kia EV6 take very different approaches to turning heads in the EV market. The Ioniq 5 is all edges and sharp angles, evoking Marty McFly's time-traveling DeLorean from 1984's “Back to the Future.” The Kia EV6, on the other hand, is more traditionally handsome with its pointed front end, chunky fenders and sleek tapered tail. More is on the way too. The recently introduced Hyundai Ioniq 6 electric sedan is wildly curvaceous and has a swooping roofline that extends nearly to the rear bumper.
This bravado extends to the realm of conventional SUVs. When it arrived for the 2020 model year, the three-row Kia Telluride rocketed up sales charts thanks partly to its broad-shouldered stance and rugged design. However, style isn't everything. For example, the Kia Forte and Hyundai Elantra sedans also have distinctive looks but come up a little short on the fundamentals. That's why the relatively conservative Honda Civic is still Edmunds' toprated small sedan.