(C) Swarn Garden

SEOUL — The South Korean automotive market is entering a state of "total war" in 2026. From budget-friendly EVs to ultra-luxury flagship sedans, major domestic and international players are unleashing a wave of new models to capture shifting consumer demands.

Hyundai and Kia: Refreshing the Icons
Hyundai Motor Group is leading the charge by updating its heavy hitters. This year, Hyundai will launch the 8th-generation Avante (Elantra) and the 5th-generation Tucson in the second and third quarters, respectively. Both models are legendary "10-million-sellers," and their full redesigns are expected to anchor Hyundai’s domestic volume.

Meanwhile, Genesis is pivoting toward high performance and electrification. Following the launch of the GV60 Magma—which boasts a 0–200 km/h time of just 10.9 seconds—the brand is adding highly anticipated hybrid variants to its flagship G80 and GV80 lines. Kia has also joined the fray with the second-generation Seltos, a complete overhaul of its popular compact SUV.

The Rise of Niche Players and Pickups
Mid-sized manufacturers are finding strength in specialized segments:

Renault Korea: Launched the Philante, a sleek hybrid crossover. With a fuel efficiency of 15.1 km/L and the ability to run up to 75% in EV mode during city driving, it targets the eco-conscious urbanite.
KGM (KG Mobility): Revived the Musso pickup brand with aggressive pricing. Starting at 29.9 million KRW, it undercuts competitors like the Tasman by nearly 8 million KRW.
GM Korea: Introducing American muscle via the GMC brand, including the Hummer EV, the Acadia large SUV, and the Canyon mid-size pickup.

The Premium & EV Offensive: BMW, Benz, and BYD
International brands are focusing on high-tech electrification. BMW is set to debut the New iX3, the first production model on its "Neue Klasse" platform, boasting an impressive 805 km range (WLTP).

Mercedes-Benz is flooding the market with four new EVs (including the Electric CLA and GLC) and a significant facelift of the S-Class. Not to be outdone, Audi is preparing the next-generation A6, while Volvo will release its flagship EX90 and ES90.

The "wild card" remains China’s BYD. With the launch of the Dolphin EV, priced in the low 20-million KRW range after subsidies, BYD is directly challenging the affordability barrier, signaling a new era of price competition in the Korean EV market.