Hyundai Motor and Kia are set to expand their European customer base this year at the Paris Motor Show in France, featuring compact electric vehicles and key SUVs (sport utility vehicles). Attention is turning to whether Hyundai Motor and Kia can capture the interest of local consumers amid fierce competition from rivals, including Chinese manufacturers participating on an unprecedented scale.
According to the automotive industry, Hyundai Motor and Kia will participate in the "2026 Paris Motor Show," held at the Porte de Versailles exhibition center in Paris, France, from the press day starting on the 12th (local time) through the 18th. This marks the first time the two companies have jointly participated in the event in eight years, since 2018.
Hyundai Motor will make its world debut of the new compact SUV Bayon and introduce the new mid-size SUV Tucson to Europe for the first time. In the electric vehicle sector, it will exhibit the electric hatchback Ioniq 3, which was unveiled in April. The strategy is to revamp its existing SUV lineup while adding a compact electric vehicle to broaden choices for local consumers.
Kia will also prominently feature its compact electric SUV EV2. The EV2, which made its world debut at the Brussels Motor Show in January, will meet European consumers again at this Paris event. While Hyundai Motor targets electric hatchback demand with the Ioniq 3, Kia aims to capture compact electric SUV customers with the EV2.
Alongside its compact electric vehicle, Hyundai Motor will exhibit the Ioniq 5 N Line and Ioniq 6 N to promote its electrified product lineup. It will also unveil a commercial model of the Staria electric vehicle, launching an offensive in the European light commercial vehicle market. This is a move to broaden its customer base from personal passenger cars to business vehicles. Kia is also expected to exhibit its electric vehicle lineup ranging from the EV2 to the EV9. Both companies are placing emphasis on securing new customers with compact models while showcasing electric vehicles across various car classes.
European manufacturers are also unveiling a large number of electrified new models in their home market. Stellantis will display more than 60 vehicles, including nine concept cars, through eight brands such as Peugeot, Citroen, Fiat, and Opel. Renault will exhibit the compact electric vehicle Twingo E-Tech Electric and the new Megane E-Tech Electric, while making its world debut of the electric concept car "E-Space."
The scale of participation from Chinese companies has also grown this year. According to Reuters, 20 Chinese automotive brands are participating in this event, a record high. BYD, Chery, Changan, and Geely are among the participants, with AITO and Avatar also joining. BYD is featuring its premium brand Denza, while AITO targets even the European luxury car market with its premium electrified vehicles.
Chinese brands that have partnered with European companies are also deploying new models. Leapmotor, which established a joint venture with Stellantis, will make its first unveiling outside China of the compact electric hatchback B03 and the large SUV D19. The B03 is a compact electric vehicle aimed at urban users and serves as a competitor to Hyundai Motor's Ioniq 3 and Kia's EV2.
This aggressive push by Chinese brands in Europe is translating into actual market share gains. According to market research firm Schmidt Automotive Research, the European automotive market share of Chinese brands was 10.7% in the second quarter of this year, up 5 percentage points (p) from 5.7% in the same period last year. This means their market share nearly doubled in just one year.
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