Hyundai Motor Europe has announced an ambitious plan to launch five new vehicle models over the next 18 months, focusing on a strong design and compliance with EU emission standards without relying on carbon credit purchases. This strategy aims to strengthen Hyundai's position across various market segments, particularly in the competitive B segment, and to enhance its overall presence in the European automotive landscape.

Xavier Martinet, the president of Hyundai Motor Europe, highlighted the increasing competition from Chinese car brands which is reshaping the market dynamics in Europe. In 2025, Hyundai sold over 600,000 vehicles in Europe, with approximately 30,000 of those in Poland, marking it as the 8th largest market for the brand. Martinet emphasized the need for Hyundai to adapt and respond to this new competitive landscape, where local production costs and regulatory frameworks are also critical factors influencing their strategy.

The emphasis on vertical integration within Hyundai's strategy reflects a broader trend in the automotive industry where companies are seeking greater control over their supply chains to enhance efficiency and reduce costs. The rise of Chinese brands in Poland and beyond poses a significant challenge to established manufacturers like Hyundai, indicating that adaptation and innovation will be key for success in this rapidly evolving market.