Hyundai aims to recover from a sales decline, yet the recovery won't be propelled predominantly by electric vehicles, despite the introduction of a new model.
Hyundai Australia Shifts Focus to Electric Vehicles and Dealer Engagement
Hyundai Motor Company Australia is implementing a strategic shift to arrest its sales decline and improve its market position, with a particular focus on its electric vehicle (EV) approach and dealer relationships.
Appointment of Don Romano
Don Romano, the newly appointed President and CEO of Hyundai Motor Company Australia, is spearheading efforts to reverse the sales downturn. Recognizing shortcomings in Hyundai's EV strategy in Australia, Romano is focusing on restructuring dealer relationships and marketing efforts, rather than relying solely on product launches or discounts.
Romano emphasizes the importance of growing Hyundai's electric presence by improving collaboration with dealers, who had previously been excluded under Hyundai's direct online EV sales approach.
Electric Vehicle Strategy
Admitting that Hyundai has done a "terrible job" with EVs, Romano acknowledges that the company's electric vehicle market share is significantly lower than its overall market share. Despite generous early-year discounts on models like the Ioniq 6 and Kona Electric, sales deliveries of key EV models like the Ioniq 5 and Ioniq 6 have declined significantly in 2025.
In response, Hyundai is focusing on better marketing and dealer engagement to stimulate growth in EV sales, rather than solely competing on pricing or product variety.
Additional Strategic Context
Romano also indicates caution on other vehicle segments, such as delaying a hybrid ute product due to uncertain global trade tariffs. Hyundai is monitoring its sister brand Kia’s success with the Tasman ute model to guide its own strategies in the utility market, aiming to enter and capture share in a declining segment without relying on diesel variants.
Looking Ahead
Hyundai is planning to release the Ioniq 6 N, based on the winning formula found in the Ioniq 5 N, at the start of 2026 for performance enthusiasts. The 3-row Ioniq 9, offering luxurious space and creature comforts, is expected to launch in the latter part of 2025, completing Hyundai's electric vehicle range.
Moreover, investigations are underway for a potential move to 7-year warranties from the current 5-year warranty period, and servicing and warranty are areas Hyundai is focusing on to improve customer experience.
An updated Genesis GV60 will land in Australia before the end of 2025, featuring a larger 84 kWh battery and revised interior styling.
In the current year, the Kona EV is 25th with 243 sales year to date, while the Ioniq 5 is sitting in 20th place on the EV sales charts, having sold 299 units up to the end of April, 2025. The Hyundai Inster, its smallest and lowest cost EV to date, is not expected to top their EV sales charts.
Tim Eden, with 20 years of IT industry experience, has joined Hyundai to help people understand and adopt electric vehicles and renewable energy technologies.
Don Romano previously oversaw a record period of growth and Hyundai becoming "Canada's largest mainstream seller of [battery] electric vehicles" during his 10-year term as President and CEO of Hyundai Auto Canada.
Despite the challenges, Hyundai Australia is optimistic about its future, with a renewed focus on its electric vehicle strategy, dealer relationships, and customer experience.
- Don Romano, as the newly appointed President and CEO of Hyundai Motor Company Australia, is prioritizing the restructuring of relationships with dealers in the automotive industry, recognizing the need for improved collaboration to strengthen Hyundai's EV presence and reverse the sales decline in the transportation sector.
- In an effort to boost electric vehicle (EV) sales and enhance customer experience, Hyundai is focusing on better marketing and dealer engagement in the finance sector, rather than solely competing on pricing or product variety, as part of a strategic shift to improve its market position and increase its EV market share.
