√Hyundai and Kia could topple Toyota in Australia later this decade

Sister brands Hyundai and Kia combined have been Number Two on the new-car sales charts in Australia for more than a decade. Could they ever topple Toyota, the market leader for the past 19 years?

South Korean automotive conglomerate Hyundai–Kia when combined has outsold second-placed Mazda in the new-car sales race in Australia for the past 13 years – since 2009.

Now it has a new target: to topple Japanese giant Toyota, which has led the Australian new car market for the past 19 years in a row (since 2003).

However, to do that, Hyundai-Kia would need a double-cab ute, which now accounts for one in five of all new motor vehicles sold in Australia.

Indeed, the Toyota HiLux ute has topped the sales charts for the past six years in a row.

The Ford Ranger has been Number Two on the sales charts for the past five years in a row.

On any given month, utes account for three or four of the Top 10 selling vehicles in Australia.

While Hyundai and Kia remain tight-lipped about plans to enter the booming double-cab ute segment, the boss of Kia Australia Damien Meredith says he is realistic about the chances of toppling Toyota, which has dominated the new-car market for two decades.

When asked if Hyundai-Kia combined could overtake Toyota in the new-car sales race in Australia, Mr Meredith said: “Can it be done? Yes it can be done. Will it happen in the next five years? No. That’s my answer, yes it can be done, but it won’t happen in the next five years.”

As it stands, Hyundai and Kia are combined about 60,000 sales shy of Toyota’s tally of about 220,000 in the annual sales race each year. However, a double-cab ute shared by both brands could deliver the boost they need.

“We have no comment to make about (the possibility of a ute),” said Mr Meredith, pointing to recent comments out of Kia head office in South Korea that outlined future plans for an electric pick-up, as well as other variants (presumed to be petrol and diesel) for certain markets.

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