HOW KOREAN BRANDS LIKE HYUNDAI AND KIA TOOK A BITE OUT OF THE BRITISH CAR MARKET

We're currently experiencing an influx of Chinese automotive brands in the UK - to very marmite reception.

But before this Chinese car expansion, Britain experienced another Asian car phenomenon... the ascent of Korean carmakers.

As early as 2018, the Society of Motor Manufacturers and Traders found that Britain was the largesFt new car market in the EU for Korean car brands.

This was despite South Korean brands initially experiencing some of the same wariness car buyers currently have towards unknown Chinese brands: Are the cars reliable? Do they drive well? Do they really offer good value for money?

Today those questions are a thing of the past. Drive down any middle-class street and you'll see Korean marques like Kia and Hyundai parked next to Volkswagens, Peugeots, Volvos and even Audis and Mercedes. They are viewed as premium, tasteful cars to own.

So, how did Korean car brands do it? When did they arrive in the UK and how did they change public opinion? We look at four big Korean car players, their history and their success - and remind people that tastes and fashions can change.

Britain's appetite for Korean cars - past and present

As we'll cover, Korean car brands started to mainly make a name for themselves in Britain in the 80s, 90s and early 00s.

2009 and 2010 marked a substantial period of growth for Hyundai and Kia. Both won big from Labour Government's scrappage scheme - which saw drivers receive a £2,000 incentive towards trading in vehicles over 10 years old for a new model - as one in five new vehicles bought under the scheme came from a South Korean carmaker.

The scheme ended in March 2010, by which point 38,780 out of the 325,000 new cars registered under scrappage from May 2009 up to the end of February 2010 had been sold by Hyundai.

Hyundai took 12 per cent of the scrappage market outselling Ford, and Kia took eight per cent.

In 2010 Hyundai sales jumped nine per cent and Kia 11 per cent.

By 2017, the growth of the Korean car market in the UK was enough for the SMMT to undertake a trade mission to Korean to underline the strength of automotive trade.

The SMMT reported that 190,215 British motorists chose cars with Korean badges that year.

Kia, Hyundai and SsangYong models accounting for around one in 13 (7.5 per cent) of new car registrations in 2016 – up from 60,460 (2.5 per cent) ten years prior.

Now Korean cars are established as reliable (strong warranties), high value, with cutting-edge design and leading EV tech.

As such Kia and Hyundai had striking sales results last year, with growth described as 'phenomenal'.

Hyundai claimed 4.6 per cent market share, with its Tucson making it into the top 10 best-selling models in the UK. And the brand’s electrification strategy also reaped rewards, with an increase of 10 per cent in EV sales with the Kona EV representing 45 per cent of its electric vehicle sales.

Kia similarly smashed its own records with 113,436 vehicle registrations in 2025. With a 5.6 per cent market share, Kia ended the year as the fourth best-selling brand in the automotive market. Showing private buyers are pro Kia, the Korean brand also heralded a 19 per cent year-on-year increase in retail registrations.

Kia

Kia was born in 1944 as Kyungsung Precision Industry, a bicycle parts producer, making it South Korea's oldest motor vehicle manufacturer.

Kia arrived in Britain in 1991, with South Korean brand launching its Kia Pride, a small, b-segment car positioned as for the baby boomer generation.

It led to 1,786 sales that year in the UK, but most importantly it was the first Korean 'My Car' to go global with the Pride marking a major turning point for Kia's expansion into international markets.

Following the Pride, Kia has rolled out successive generations of models across a range of vehicle classes; from the small Picanto to the UK best-selling Sportage SUV and recently a range of electric vehicles.

Between 1991 and 2021 - its first 30 years in the UK - Kia sold more than 1.2 million cars in the UK. Two thirds of these were sold between 2011 and 2021, as the Korean brand becomes a cemented and celebrated marque.

A big selling point of the brand is its seven-year warranty. 

In April Kia reached a major milestone in its electrification journey, surpassing 100,000 electric vehicle sales across the UK - less than 12 years after the brand introduced its first fully electric model to the market, the Soul EV.

Paul Philpott, president and CEO of Kia UK, told Automotive Management: 'Having sold EVs for 11 years, we have some foundations which give customers confidence that Kia EVs have reliable range, use good technology, can be charged quickly, and look great on the road, as well as being good value.'

What is Kia known for?

Top 10 reliability: What Car?'s 2025 industry-leading annual reliability test placed Kia in 8th out of 30 brands with a reliability rating of 94.4 per cent

Kia's best-seller?

The Sportage SUV which starts at £31,395. On its fifth generation, 47,788 units were registered last year making it the second best-selling car in the UK.

Flagship model?

The EV9 - a premium, three-row electric SUV that showcases the brand's highest technology, luxury, and design, and sustainable materials. It costs upwards of £66,645.

Its Swedish competitor would be the EX90 seven-seater electric SUV which costs upwards of £73,160.

Hyundai

Hyundai Automobiles was officially founded in 1967 in South Korea, although its entrepreneurial founder, Chung Ju-yung, first got into the automotive trade in 1941.

Hyundai cars arrived in the UK in 1982, exporting its affordable hatchback/saloon/ wagon Pony model to Britain. While it took a moment for British buyers to be converted to an unknown brand, the Pony eventually proved popular and by 1986 over 25,000 models were sold and an importer and dealer network was established.

Hyundai offered low prices, but Japanese rivals outpaced it on quality, so Hyundai had a rough patch until the latter half of the 90s when new designer Peter Schreyer improved styling and dynamics and brought out the Coupe and Accent models.

The second-generation Santa Fe arrived in 2000, cementing new product quality standards, and Hyundai started offering five-year unlimited mileage warranties. This transformed Hyundai's low-quality image, as did its emphasis on customer service - and so sales doubled by 2005.

Part of Hyundai's success is the Tucson - its compact SUV which first went on sale in 2004. Today it's still Hyundai's best-selling model, accounting for 31 per cent of sales in 2025.

The Ioniq, Hyundai's first dedicated all-electric car arrived in 2016 and was followed by the Kona electric in 2018, helping Hyundai find success in the EV market.

Its sporty N brand models separately target driving enthusiasts.

2025 saw Hyundai celebrate its best year in Britain, moving from the 9th to 6th biggest-selling car brand, capturing 4.6 per cent of the overall car market.

What is Hyundai known for?

Hyundai's best-seller?

The Tucson SUV which starts at £30,985. In its fourth generation, the Tucson continues to dominate Hyundai sales with 28,613 units shifted in 2025. It's now available as a petrol, self-charging hybrid and plug-in hybrid.

Flagship model?

The Ioniq 9 - a premium, seven-seater SUV that showcases the brand's bold design, innovative EV technology, and sleek interior. It costs upwards of £64,995.

Its Swedish competitor is also the Volvo EX90.

KGM (formerly SsangYong)

KGM was first established as Ha Dong-Hwan Motor workshop in 1954 as a producer of trucks, buses and special purpose vehicles, many of them for export.

The 1980s took KGM international, and 1986 saw a rebrand to SsangYong Motor, with all vehicles subsequently being given the SsangYong name.

After a 90s partnership with Mercedes was established, in 1994 SsangYong officially entered the UK market with the launch of the Musso SUV, the first vehicle using Mercedes technology.

From then on, the noughties saw partnerships, name changes (Daewoo), new distributors and many model introductions such as the first-generation Rexton, the large seven-seat MPV Rodius and then the Tivoli in 2015.

Then two years ago SsangYong Motor UK rebranded to KGM Motors UK after acquisition by the KG Group in November 2022.

It marked a pivotal departure from KGM's challenging past and the company's commitment to a future defined by innovation, sustainability, and customer-first attitude.

Today the Musso is KGM's best-known model and cements the brand as a producer of value-focused pick-ups and SUVs.

KGM's future plans include electric models to follow its Musso EV pick-up and Torres EVX as part of its commitment to sustainability.

2025 marked a hard year for KGM with sales figures at 1,547 units, a decrease of 2.6 per cent on 2024.

What is KGM known for?

KGM's best-seller?

The Torres SUV and Musso pick-up are positioned as KGM’s higher-volume models and represent the brand’s rising reputation.

Flagship model?

The Rexton – the rugged, workhorse SUV brings ‘off-roading luxury’ to buyers on a tighter budget. It starts at £42,615.

It doesn’t really have a direct Swedish rival, going up more against Toyota’s Land Cruiser but for a fraction of the price.

Genesis

We've included Genesis in its own right, even though it is the luxury division of Hyundai. But as a stand-alone brand, it has its own approach and (short) history.

Genesis focuses on high-end vehicles only, featuring premium materials and craftsmanship, an 'Athletic Elegance' design philosophy, advanced technology and features, and a refined and comfortable drive.

The idea started in 2004 when Hyundai planned a new, luxury saloon which became the 2008 Hyundai Genesis. Realising that it was better to target the luxury market specifically, in 2015 Genesis launched as a fully independent brand.

The first model, the G90 luxury saloon, arrived in 2017 as a competitor for the Mercedes S-Class.

Then at the start of 2025 Genesis announced it would stop selling combustion cars and instead focus only on EVs, pulling models like the G70, GV70 SUV and GV80. Three models are available new currently: GV60, Electrified GV70 and Electrified G80.

Since launching in Europe, Genesis has sold around 11,000 units: only a tiny fraction of Hyundai Motor Group’s seven million annual new car sales globally.

What is Genesis known for?

Genesis' best-seller?

The G80 leads the way as the global best seller, followed by the GV80 and then the GV70. The G80 started from £54,125 but only pre-owned stock is now available.

Flagship model?

The Electrified G80- - a high-performance, luxury saloon with a range of 345 miles and showcases the brand's luxury sustainability credentials. It costs upwards of £76,515.

Its Swedish competitor is the Volvo ES90.

2026-05-05T06:20:23Z