Like Kia, Hyundai achieved its best-ever January sales in the United States last month. Hyundai sold 55,624 vehicles, up 2% year-on-year. Surprisingly, that’s almost 10,000 fewer sales than Kia (64,502) managed last month. That marks a reversal of 2025’s full-year sales, where Hyundai eclipsed Kia by 49,531 vehicles. Of course, Hyundai has 11 months to catch up, and it will be particularly pleased with outstanding January 2026 sales of hybrids.
Related: Kia’s January Sales Were On Fire as Six Models Hit Records
Hybrid Sales Up By 60%
Cole Attisha
The dramatic increase in hybrid sales stands out most when looking at Hyundai’s January 2026 results. This improvement was boosted by the latest generation of the Palisade, which is now also available with a hybrid powertrain.
“Hybrid demand was the star of the month, up more than 60%, showing just how strongly customers are embracing the strength, efficiency and advanced technology of our electrified lineup,” said Randy Parker, president and CEO, Hyundai Motor North America. “This momentum gives us a powerful springboard into 2026 as we continue to expand choice and deliver the vehicles customers want most.”
While Hyundai does not break down sales statistics by powertrain, its top-selling model was the Tucson on 14,428 units. Here’s a look at the brand’s top 5 performers in January:
- Tucson: 14,428 (down by 4% YoY)
- Elantra: 9,091 (+3%)
- Santa Fe: 9,011 (+9%)
- Palisade: 8,604 (+29%)
- Kona: 5,321 (+22%)
The Palisade posted the best growth of any Hyundai model, while the Ioniq 6 (344 sales, down by 61% YoY), saw the steepest decline. However, multiple brands are experiencing declining EV sales right now, including Kia.
How Did Kia Outsell Hyundai?
Demand for Kia sedans significantly outpaced that of Hyundai to start the year. Kia sold a total of 17,918 sedans in January, whereas Hyundai was down at 12,575 sedans. That’s despite the fact that Kia doesn’t have an electric sedan on sale like the Ioniq 6.
Furthermore, while both models’ compact crossovers (the Hyundai Tucson and Kia Sportage) remain their best-selling models, the Sportage significantly closed the gap. In January 2025, Hyundai sold 3,668 more Tucsons than Kia sold Sportages. A year later, the Tucson is only ahead by 444 units. Add to that Kia’s 5,879 Carnival sales (Hyundai doesn’t have a minivan), and it’s clear why the family rivalry has shifted in Kia’s favor early in the year.
What It Means
Kia EV9 and Hyundai Ioniq 9 Kristen Brown
Kia has only outsold Hyundai in a month or quarter here and there in the U.S., but Hyundai tends to lead in annual sales. However, Kia is off to a stellar start in 2026, with much greater growth than Hyundai. It’s also achieved this despite the fact that the all-new Telluride has not yet hit its stride. Once it does, it will be fascinating to see if Kia can retain this lead through the year. Moreover, Kia may be in a position to become the dominant brand for the Hyundai Motor Group in the U.S., assuming its current trajectory continues.
While it’s not easy to pinpoint a single reason for this shift, Kia has focused on more practical, value-oriented segments in recent months; the new K4 Hatchback is a key example. It also has a practical minivan, whereas Hyundai puts more of a focus on high-performance N models. As consumers demand more affordable cars, this puts Kia in a potentially stronger position in 2026.
