# Hyundai's unprecedented US market share growth The Korean automaker has outpaced all rivals in US market share gains this decade. - **Source:** [The Next Web](https://brifing.si/source/afe24b20-b275-4c19-b9a6-8bb3c8babae7) - **Published:** 2026-08-26 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/20da44c1-e8b4-414f-959b-a254c05fb6ec ## Hyundai's US ascent Hyundai Motor Group increased its US market share from 8.4% in 2020 to 11.8% in mid-2024, with sales up 50%. This growth propelled it to become America's fourth-best-selling automaker. The company plans to sustain this momentum with a $26 billion investment through 2028, focusing on local production expansion. ## The Georgia megasite At the heart of Hyundai's US strategy is its $7.6 billion Metaplant in Georgia. The facility's annual production capacity will expand from 500,000 units to 700-800,000 by 2028. Hyundai aims to locally manufacture at least 80% of vehicles sold in America by 2030, up from about 40% in 2024. ## Tariff acceleration The 15% tariff on Korean-made vehicles accelerated Hyundai's localization plans, though CEO José Muñoz emphasized these plans predated the tariffs. Kia is implementing a similar strategy. Increased local production offers cost advantages while reducing supply chain vulnerabilities in an increasingly protectionist trade environment. ## European success blueprint Hyundai's Nošovice plant in Czechia produces 350,000 vehicles annually with 3,200 employees. Operational since 2008, it manufactures models like the Kona Electric and Tucson. Combined with its İzmit plant in Türkiye (230,000 units/year), these facilities cover about 80% of Hyundai's European sales - the same target it now pursues in the US. ## Sustainable manufacturing The Nošovice facility runs entirely on renewable energy, reflecting Hyundai's environmental commitments in Europe. The Turkish plant produces i10, i20 and Bayon models. Hyundai intends to implement similar sustainability standards at its US operations, aligning with global decarbonization trends in automotive manufacturing. ## Diverging regional strategies While announcing 41 new/refreshed models for Europe, Hyundai hasn't disclosed comparable investment figures to its $26B US commitment. Notably, its Genesis luxury brand has no European production plans. This disparity reveals Hyundai's strategic prioritization of the US market in its global operations. ## Leadership transformation CEO José Muñoz represents Hyundai's first non-Korean leadership, signaling the company's globalization. The Spanish-American executive lists 'USA' as his top priority, bringing over 30 years of automotive experience. His appointment reflects Hyundai's commitment to localized decision-making in key markets. ## Shifting industry paradigms Hyundai's $26B US investment could reshape automotive industry dynamics. Achieving 80% local production - a level maintained in Europe for years - would mark a significant departure from Asian automakers' traditional export models. This strategic pivot responds to geopolitical realities and changing trade patterns. ## Sources covering this story - https://thenextweb.com/news/hyundai-us-market-share-26bn-europe-localisation — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._