Hyundai and Kia are in a unique position.The two companies compete with each other in many segments even though the two are under the same roof. Despite the inevitable sales cannibalization arising from this, the two have enjoyed remarkable growth in recent years.
But this leads to a question; should Hyundai and Kia stay where they're at or should they try to differentiate themselves?
Well the two companies will do both.
"One of our group's biggest agendas is to differentiate Hyundai and Kia and minimise cannibalisation. It is true that there is competition and cannibalisation between some models of Hyundai and Kia.," a unnamed executive at Hyundai Motor told Reuters."
The executive went on to say,
"The biggest differentiator will be design and future branding. Hyundai's brand will be more modern and premium and Kia will be more sporty. The two brands will be increasingly distinct from one other over time."
We've beginning to see it with Hyundai introducing the Genesis Sedan and Equus sedan and Kia showing off the GT concept.