South Korean automakers Hyundai Motor Co. and Kia Corp. are intensifying efforts to expand their footprint in Japan with new hydrogen and electric vehicles (EVs), according to Pulse, the English service of Maeil Business News Korea.
At the Japan Mobility Show in Tokyo, beginning Thursday, Hyundai and Kia are set to make their first joint appearance, targeting a market traditionally dominated by domestic automakers and internal combustion engine vehicles.
Ahead of the event, Hyundai unveiled The All-New NEXO, its latest hydrogen fuel cell SUV, while Kia showcased the PV5, a purpose-built electric van.
The All-New NEXO, positioned to rival Toyota’s Mirai, is powered by a 150kW motor, accelerates from zero to 100 km/h in 7.8 seconds, and offers a driving range of up to 720 km, with refueling completed in about five minutes. Local sales are expected to begin in the first half of next year. Kia also presented its INSTER (known in Korea as the Casper Electric) and KONA Electric, and plans to enter Japan’s electric van market next year with the PV5. The company anticipates strong demand as Japan aims for EVs to account for 30 percent of new car sales by 2030.
To strengthen its EV presence, Kia has partnered with Japan’s trading firm Sojitz Corp. to launch Kia PBV Japan, a joint venture focused on electric commercial vehicles.
Japan’s automotive market remains dominated by domestic brands, particularly Toyota, which controls nearly 90 percent of total sales. Hyundai re-entered Japan in 2022 after a 13-year absence.
“We will tailor our approach specifically for Japan,” said Hyundai Vice President Chung Yoo-suk. “In the compact car segment, we achieved our business plan for the first time since re-entering the market, and we plan to continue introducing new models starting next year.”
