"We're running our own race": Hyundai Australia confident in product and strategy path in the face of increasing competition from Chinese newcomers like Geely, Smart, Skywell, Xpeng and Zeekr

So far in 2024 it seems like barely a week goes by without a new challenger brand from China announcing its impending entry into the Aussie new car market.

Aion, Geely, Xpeng, Zeekr and at least half a dozen other new automotive names will be on sale here sooner rather than later, attempting to wrest market share away from long-established players.

Among the latter group is Hyundai, itself a local market disruptor close to 40 years ago, now a top 10 fixture in the local new car sales leaderboard.

So, is this automotive poacher turned gamekeeper concerned about the number of fresh competitors coming into such a mature market?

When asked how the brand will respond to this new wave of low-price, high-spec arrivals Hyundai Motor Company Australia Product Planning Manager Sam Dabestani told CarsGuide, “In terms of future product we’re running our own race. 

“We don’t tend to be led by what we see our competitors doing but rather we look at the Australian customer base as a whole and based on the products available to us from global we make it our business to study what is appropriate for the market and what is appropriate to offer to our customers.

Hyundai Tucson Hybrid

“[Our strategy] is not led by price per se. It’s not really led by specific competitor activity. It’s customer needs and customer trends that dictate those decisions.

“In terms of the Chinese offering they’re obviously going for a very low entry-price point strategy.

“We respect our competitors, but we’re very, very confident in our product. The combination of the design it offers, the specification it offers, the powertrains and the tech,” he said.

Hyundai Inster

Interestingly, Hyundai Australia has already confirmed the local launch of its city-sized Inster electric SUV early in 2025.

The boxy five-door, four-seater is set to be pitched at the likes of the similarly compact BYD Dolphin and MG MG4 around the entry-point of the EV market.

On the new EV, Mr Dabestani said, “Inster is a model we have a great interest in. We think it’s a fantastic product.”