Hyundai and Kia’s stellar sales year in the U.S. continued in September, with both achieving record sales last month. Hyundai sold 77,439 vehicles (+9% year-over-year) and Kia was right behind on 77,009 units (+18%). As usual, the really interesting data surfaces when looking at sales by model. The Hyundai Tucson and Kia Sportage continue to be the best-selling vehicles for these brands, but one compact crossover is quite far ahead of the other in year-to-date sales. Here’s a closer look at why that may be.
Hyundai Tucson Outsells Kia Sportage
2026 Hyundai Tucson PHEV
Hyundai
Both these vehicles have improved on their sales performance this year, although they’re still some way behind the top-selling vehicle in this segment, that being Honda’s CR-V. Here’s how the Tucson and Sportage have performed in 2026.
|
September 2026 |
Year-to-Date 2026 |
|
|
Hyundai Tucson |
23,164 (+32%) |
181,687 (+10%) |
|
Kia Sportage |
16,033 (+10%) |
145,746 (+8.7%) |
Despite the fact that a new-generation Hyundai Tucson has just been unveiled, the 2026 model is still selling strongly, and has opened up a significant lead over the related Sportage this year.
Hyundai and Kia do not post hybrid sales by model, but both automakers have seen record demand for electrified models. Hyundai’s hybrid sales set a record in September and accounts for 28% of the brand’s total volume. Hybrid and electrified vehicles also saw their best-ever September for Kia.
“Hybrid sales climbed 39% and represented 28% of September volume, while Tucson, Palisade, Sonata and Santa Fe all posted double-digit gains,” said Randy Parker, president and CEO, Hyundai Motor North America. “Our broad product lineup and strong dealer network continue to give customers compelling choices and drive momentum.”
Related: Kia’s Next Sportage Looks Wild And May Drop Gas-Only Engines
Tucson Vs. Sportage: Powertrains and Pricing
Hyundai
The current Tucson and Sportage share the same platform, similar dimensions, and familiar powertrains. Each model starts with a 2.5-liter four-cylinder engine, but there are turbocharged hybrid and plug-in hybrid models available, too. The Tucson has no distinct advantage here over the Sportage that would explain its lead on the sales charts.
Kia
Pricing for the 2027 Kia Sportage starts at $28,990, almost $1,000 less than the 2026 Hyundai Tucson ($29,700). The Sportage maintains its pricing advantage if you choose one of the hybrid powertrains. One major advantage for the Hyundai is its three years/36,000 miles of complementary maintenance, something the Kia doesn’t offer. The Tucson is recognized as having a slightly superior reliability record, too.
Those factors, along with the possibility that the Tucson’s design is more widely appealing, could contribute to Hyundai outselling its rival.
It will be fascinating to see if Hyundai can maintain this momentum in the compact crossover segment when the all-new Tucson arrives in North America next year.
Related: 2027 Hyundai Tucson Specs Are Out, And The CX-5 Has Reason To Worry
