UK Regional Penetration 2019 : Hyundai & Kia

The two makes from the Hyundai Group are both mainstream but Hyundai likes to think it's a cut above its sibling. I'm sure that's how the company wants to position them. For me Hyundai does nothing at all but Kia is something I would perhaps consider. So for a peek at how they fare in the UK.

Below is a chart that has the UK divided into regions (England) and countries that show how the two Korean brands are doing. The chart also has a ratio number by which the chart is sorted (1:1000). The higher the ratio, the further up the chart. The three countries each have a different colour and the England divisions are green.

This Kia Sportage contemplates the meaning of life

Kia sold just short of 100,000 cars in the UK in 2019, with a 4.15% share. It is the more popular of the two brands. Having been neck and neck for years, it has recently taken a solid lead. The SW England is where they are most popular (6.3%) but down to 3.1% in the NE of England.

	Kia
	Region	Sales	1:1000
	South West England	17,057	62.7
	London	8,348	52.2
	East Midlands	7,917	48.2
	Wales	3,642	45.4
	Scotland	7,955	44.8
	North West England	10,118	43.0
	Northern Ireland	2,075	40.6
	East England	8,256	36.8
	Yorkshire & Humber	6,776	36.1
	South East England	15,747	32.3
	West Midlands	7,397	31.3
	North East England	2,102	30.6
	Total	97,390	41.5

Hyundai aims to be more upmarket

Hyundai sold 83,000 units for a 3.55% slice of the pie. Northern Ireland is by far where it does best with 6.3% share. London is a good region for Kia but not so Hyundai (2.2%). There seems no pattern of where they do well between the brands.

	Hyundai
	Region	Sales	1:1000
	Northern Ireland	3,234	63.2
	Yorkshire & Humber	8,952	47.7
	East Midlands	7,448	45.3
	North East England	2,941	42.8
	South East England	19,440	39.8
	South West England	10,810	39.7
	Wales	2,843	35.5
	Scotland	5,466	30.8
	North West England	6,614	28.1
	West Midlands	6,455	27.3
	East England	5,686	25.3
	London	3,464	21.7
	Total	83,353	35.5

Data source: DTI.