Onion
October 23, 2026
📊 Hyundai Motor, Tucson Contracts Top 15,045 as Overseas Sales Diverge - 2026.10.23
Well now, Onion is back with another Hyundai Motor update! 🧅 Here’s today’s question: the new Tucson racked up 15,045 contracts on its very first day, so why is the stock still struggling lower? 📉 The closing price on the 23rd was ₩294,500 and the change was -2.32%. Contract numbers are sparkling, but the chart looks gloomy—that gap is today’s puzzle.
🔥 The new Tucson gets off to a running start on day one
Hyundai Motor said on the 22nd that the 'The All-New Tucson (NX5)', its fifth-generation fully redesigned model in six years, recorded 15,045 contracts on its first day [1]. The company put effort into setting prices and options to reflect consumer sentiment, with that strategy starting from the base 'H-Pick' trim [1]. The hybrid version also gets a next-generation hybrid system, which is said to improve power and fuel efficiency [2]. The headline also highlights the high share of HEV models in the mix [2]. Thirty years in the market haven’t been for nothing. With a first-day number like this, shouldn’t the market be applauding~!
📈 Europe shows two sides as the EV landscape splits
There’s another side to the story. Hyundai Motor’s European sales fell 13%, but growth at Kia brought the combined decline to 3.4% [3]. From January through September this year, the two companies sold 770,795 vehicles in Europe, down 3.4% from a year earlier, while Hyundai Motor alone saw a double-digit drop, according to reports [7]. The global EV market is also clearly divided, with North America and China slowing while Europe pushes ahead [4]. That’s exactly why Hyundai Motor and Kia have rolled out a 'two-track strategy' [4]. Even within the same group, results vary by region, so how the companies tailor their electrification strategies to each market is a key variable. 🤔
🚀 China’s offensive, robotics talent, and a Bali bus
The mood around the video report is a little rough. It says Hyundai Motor’s global sales fell 16% from the previous month, while domestic sales dropped 25.7% [8]. The video frames the story as Hyundai Motor struggling under China’s offensive, but that is a claim presented in the report and shouldn’t be read as the company’s own intent [8].
There’s news on the robotics front, too. An exclusive report says LG Group has recruited Hyun Dong-jin, former head of Hyundai Motor Group’s Robotics LAB and an executive director, as executive vice president in charge of Physical AI at LG Sciencepark [5]. Hyun reportedly played a role in the robotics business, including the mobile robot 'MobED' [5]. A person moving between companies can be read as a sign that competition in new businesses is heating up—but that’s my interpretation, not something stated in the article. 🧐
The news from Bali is more heartwarming. On the 22nd, Hyundai Motor supplied electric buses for a deployment project held at Bali’s Independence Monument in Indonesia, while Chaevi handled the fast-charging infrastructure, bringing vehicles and charging together in one package [6]. It’s a story of selling the vehicles and installing the chargers, so it’s worth viewing through the lens of the EV ecosystem.
☕ Here’s the one question that remains
To sum up, contracts for the new Tucson are strong, while overseas sales diverge by region. Onion thinks the bullish scenario will become clearer depending on how many of those new Tucson contracts turn into actual sales. But that’s still a conditional scenario. How the decline in Europe, competition in China, and the movement of robotics talent play out remains uncertain. When contract numbers become sales numbers, will the chart change its tune, too? ☕
📰 Reference News (6)
Winning on price and winning over consumers
네이버뉴스 · 2026.10.23
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Hyundai Motor’s new Tucson tops 15,000 contracts on day one… “HEV share at 55%”
네이버뉴스 · 2026.10.22
📰 View originalHyundai Motor’s European sales down 13%… combined sales fall 3.4% despite Kia’s growth - Chosun Biz - Chosunbiz
Chosunbiz · 2026.10.22
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EV market slows in North America and China, races ahead in Europe… Hyundai Motor and Kia’s “two-track strategy”
네이버뉴스 · 2026.10.23
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[Exclusive] LG Group brings on head of Hyundai Motor’s robotics business
네이버뉴스 · 2026.10.23
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Hyundai Motor and Chaevi supply Bali’s first electric buses, covering everything from vehicles to charging
네이버뉴스 · 2026.10.23
📰 View original📺 Reference Videos (2)
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