Hyundai Motor’s global sales took a sharp step back in September, with the South Korean automaker reporting a 16% year-on-year decline as fewer working days during the Chuseok holiday and customers waiting for new models weighed on demand.
The company sold 307,998 vehicles worldwide in September, down from 366,731 vehicles during the same month last year, according to Hyundai Motor.
The decline was visible in both Korea and overseas markets.
Domestic Sales Fall More Than 25%
Hyundai’s Korean sales dropped 25.7% year on year to 49,022 vehicles in September.
Overseas sales also declined, falling 13.9% to 258,976 vehicles.
Hyundai said September’s results were affected by the reduced number of business days caused by the Chuseok holiday, while some customers delayed purchases ahead of the arrival of new models.
That combination put additional pressure on monthly sales.
Hyundai Looks to New Tucson for a Reset
The company is preparing to counter the slowdown with new products, including the all-new Tucson SUV, which is scheduled for launch in the Korean market in October.
Hyundai said it plans to continue introducing new vehicles as it works to expand sales and strengthen its product lineup.
The strategy comes at an important point in the year because September’s decline follows a broader weakness in Hyundai’s cumulative 2026 sales.
Nine-Month Sales Also Remain Lower
From January through September, Hyundai Motor sold 2,886,763 vehicles globally, down 7% from 3,105,346 during the same period in 2025.
Korean sales for the first nine months fell 16.3% to 448,181 vehicles, while overseas sales declined 5.1% to 2,438,582.
That means the September numbers were not an isolated monthly decline: Hyundai’s cumulative sales through the first three quarters were also below last year’s level.
Which Hyundai Models Led September Sales?
Despite the overall decline, several models continued to generate significant sales in Korea.
Hyundai sold 8,898 Grandeurs, 7,305 Avantes and 4,153 Sonatas during September.
Among recreational vehicles, the company recorded sales of 3,217 Santa Fes, 2,965 Palisades and 1,872 Konas.
Hyundai’s luxury Genesis brand contributed 5,742 vehicles, including 1,959 G80s, 1,959 GV70s and 1,261 GV80s.
The Next Test Comes With New Models
Hyundai’s September decline comes with an important caveat: the company specifically pointed to fewer working days and delayed purchases ahead of new-model launches.
That makes the performance of upcoming vehicles particularly significant.
The all-new Tucson is set to become one of the company’s key new products in Korea, while Hyundai continues to expand its SUV lineup.
The company now faces the task of converting pent-up demand into actual purchases as the fourth quarter begins.
For Hyundai, September may have been shaped by the calendar and customers waiting for what’s next.
The bigger question is whether those waiting buyers will return to showrooms once Hyundai’s newest models arrive.
WWC ONE MEDIA G,A
