📊 Hyundai Motor, Between New Tucson Orders and Third-Quarter Homework - 2026.10.21

Hi, it’s Peanut. Let’s take a look as if a numbers-savvy friend were checking the math alongside us. 📊 Today’s Hyundai Motor story brings together the start of new Tucson orders and the third-quarter earnings outlook.

Start with the New Tucson’s Price List

Hyundai Motor has revealed the price and key specifications of the fifth-generation 'The All-New Tucson,' its first full redesign in 6 years, and began taking orders today ^[1]. The gasoline model starts at 31,400,000 KRW, and the hybrid model at 36,150,000 KRW ^[1]. The order opening was also announced in the company’s official newsroom ^[4], and some have interpreted the move as a bid to compete by adding standard features amid controversy over the Avante’s price ^[3]. Do you wonder whether more standard features improve price competitiveness or increase cost burdens? I think the answer will become clearer once order numbers come in.

Third-Quarter Homework, Fourth-Quarter Hopes

BNK Investment & Securities expects Hyundai Motor’s third- and fourth-quarter results to fall short of consensus, while also forecasting a rebound from the fourth quarter thanks to the impact of volume-model launches ^[2]. This is a conditional view from a securities firm, not a plan confirmed by the company. Peanut thinks the possibility of a fourth-quarter rebound still needs to be tested against actual sales figures. If the new-model impact is delayed, it may also be worth considering the possibility of a value trap 📉.

The picture for domestic sales is not straightforward, either. The report says Hyundai Motor accounted for 75% of the September decline in domestic sales, while Kia was down 6.6% ^[5]. The steeper drops at GM Korea, Renault Korea, and KG Mobility suggest the entire market was hurting, but it’s hard to overlook that Hyundai Motor accounted for the largest share.

Looking at New Businesses and the Stock Together

On unmanned logistics, one report says Hyundai Motor is teaming up with a startup to transport parcels using autonomous trucks ^[6]. There’s also news that Hyundai Motor and Kia are holding an in-vehicle app contest, but the details haven’t been confirmed, so I’ll leave that aside for now ^[7].

The stock closed at ₩308,500 on October 21, down -0.48% from the previous day. Just the day before, on October 20, it was down -5.86%; after jumping +8.46% on October 16 and +3.34% on the 19th, it’s a confusing stretch for the stock’s direction. It’s too early to judge earnings by a single day’s move. In Peanut’s view, the order figures and third-quarter results need to be checked first.

Questions to Keep in Mind

Peanut’s questions are simple. Will the expanded standard features on the new Tucson translate into actual orders and profitability? And will the fourth-quarter rebound forecast by BNK Investment & Securities be large enough to offset the weak third quarter? 🛑 There’s no answer yet. The story will continue when the next figures come in.

📰 Reference News (7)

1

Hyundai Motor Opens Orders for Fully Redesigned 'The All-New Tucson'… Prices Start at 31,400,000 KRW

네이버뉴스 · 2026.10.21

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2

"Hyundai Motor Regroups in Q3… Rebound Expected in Q4 on New-Model Effect," Says BNK Investment & Securities

네이버뉴스 · 2026.10.21

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3

Hyundai Motor Responds to Avante-Driven Price Controversy… New Tucson Competes with More Standard Features | Aju Economy

네이버뉴스 · 2026.10.21

📰 View original

5

GM Korea Supports September Production and Exports

네이버뉴스 · 2026.10.21

📰 View original