Only a decade ago, Kia and Hyundai, both part of the Hyundai Motor Group, were not much more than also-rans in the midsize crossover SUV space. Sales were near the bottom of the segment, and the products were not held in anything close to resembling high esteem. Fast forward to today, and the Korean duo has the best-selling lineups in the segment, and its vehicles are – in many cases – the ones to beat.
Some Background
In 2010, Hyundai and Kia fielded a very different lineup than they do today. Hyundai’s first entry into the midsize utility space was the Santa Fe, followed by the larger Veracruz a few years later. Kia, meanwhile, entered the fray with the Sorento, followed by the body-on-frame Borrego. Of those, only the Santa Fe and Sorento survive today – the Veracruz was replaced by the long-wheelbase, three-row Santa Fe, followed by the Hyundai Palisade, while the Borrego was discontinued and indirectly replaced by the Kia Telluride years later.
Midsize crossover SUV sales totaled 194K units for both Hyundai and Kia during the 2013 calendar year. By comparison, Ford recorded 347K deliveries during the same timeframe.
Today’s Number 1 Spot
Today’s two- and two-model lineup, consisting of the Hyundai Santa Fe and Palisade, along with the Kia Sorento and Telluride, has gradually risen to be the best-selling combination in the space.
Sales Numbers - Midsize Mainstream Crossovers - 2023 - USA
MODEL | YTD 23 / YTD 22 | YTD 23 | YTD 22 | YTD 23 SHARE | YTD 22 SHARE |
---|---|---|---|---|---|
JEEP GRAND CHEROKEE | +9.51% | 244,594 | 223,345 | 12% | 12% |
FORD EXPLORER | -10.05% | 186,799 | 207,673 | 9% | 11% |
TOYOTA HIGHLANDER | -23.91% | 169,543 | 222,805 | 8% | 12% |
HYUNDAI SANTA FE | +10.02% | 131,574 | 119,589 | 7% | 6% |
CHEVROLET TRAVERSE | +27.42% | 123,555 | 96,965 | 6% | 5% |
KIA TELLURIDE | +10.89% | 110,765 | 99,891 | 5% | 5% |
FORD EDGE | +24.14% | 106,098 | 85,465 | 5% | 5% |
HONDA PILOT | +0.73% | 100,298 | 99,567 | 5% | 5% |
VOLKSWAGEN ATLAS | +16.64% | 95,675 | 82,025 | 5% | 4% |
HYUNDAI PALISADE | +8.25% | 89,509 | 82,688 | 4% | 4% |
KIA SORENTO | +2.57% | 88,625 | 86,406 | 4% | 5% |
NISSAN PATHFINDER | +23.93% | 71,710 | 57,862 | 4% | 3% |
DODGE DURANGO | +24.83% | 69,196 | 55,433 | 3% | 3% |
GMC ACADIA | +25.10% | 66,322 | 53,014 | 3% | 3% |
CHEVROLET BLAZER | -2.58% | 65,511 | 67,246 | 3% | 4% |
SUBARU ASCENT | -4.96% | 60,543 | 63,704 | 3% | 3% |
TOYOTA GRAND HIGHLANDER | * | 48,036 | 0 | 2% | 0% |
HONDA PASSPORT | +5.32% | 43,502 | 41,306 | 2% | 2% |
MITSUBISHI OUTLANDER | +3.81% | 42,501 | 40,942 | 2% | 2% |
NISSAN MURANO | +3.53% | 31,137 | 30,074 | 2% | 2% |
MAZDA CX-90 | * | 30,821 | 0 | 2% | 0% |
TOYOTA VENZA | -11.21% | 29,907 | 33,683 | 1% | 2% |
MAZDA CX-9 | -49.53% | 17,451 | 34,580 | 1% | 2% |
TOTAL | +7.40% | 2,023,672 | 1,884,263 |
In 2023, the four models in question accounted for 420,473 sales in the U.S., representing 21 percent of the segment’s 2,023,672 sales during the same timeframe.
Sales Numbers - Hyundai-Kia Midsize Crossovers - 2023 - USA
MODEL | YTD 23 / YTD 22 | YTD 23 | YTD 22 | YTD 23 SHARE | YTD 22 SHARE |
---|---|---|---|---|---|
HYUNDAI SANTA FE | +10.02% | 131,574 | 119,589 | 31% | 31% |
KIA TELLURIDE | +10.89% | 110,765 | 99,891 | 26% | 26% |
KIA SORENTO | +2.57% | 88,625 | 86,406 | 21% | 22% |
HYUNDAI PALISADE | +8.25% | 89,509 | 82,688 | 21% | 21% |
TOTAL | +8.21% | 420,473 | 388,574 |
Sales Numbers - Ford Midsize Crossovers - 2023 - USA
MODEL | YTD 23 / YTD 22 | YTD 23 | YTD 22 | YTD 23 SHARE | YTD 22 SHARE |
---|---|---|---|---|---|
FORD EXPLORER | -10.05% | 186,799 | 207,673 | 64% | 71% |
FORD EDGE | +24.14% | 106,098 | 85,465 | 36% | 29% |
TOTAL | -0.08% | 292,897 | 293,138 |
Sales Numbers - GM Midsize Crossovers - 2023 - USA
MODEL | YTD 23 / YTD 22 | YTD 23 | YTD 22 | YTD 23 SHARE | YTD 22 SHARE |
---|---|---|---|---|---|
CHEVROLET TRAVERSE | +27.42% | 123,555 | 96,965 | 48% | 45% |
CHEVROLET BLAZER | -2.58% | 65,511 | 67,246 | 26% | 31% |
GMC ACADIA | +25.10% | 66,322 | 53,014 | 26% | 24% |
TOTAL | +17.57% | 255,388 | 217,225 |
Sales Numbers - Toyota Midsize Crossovers - 2023 - USA
MODEL | YTD 23 / YTD 22 | YTD 23 | YTD 22 | YTD 23 SHARE | YTD 22 SHARE |
---|---|---|---|---|---|
TOYOTA VENZA | -11.21% | 29,907 | 33,683 | 12% | 13% |
TOYOTA HIGHLANDER | -23.91% | 169,543 | 222,805 | 69% | 87% |
TOYOTA GRAND HIGHLANDER | * | 48,036 | 0 | 19% | 0% |
TOTAL | -3.51% | 247,486 | 256,488 |
Sales Numbers - Honda Midsize Crossovers - 2023 - USA
MODEL | YTD 23 / YTD 22 | YTD 23 | YTD 22 | YTD 23 SHARE | YTD 22 SHARE |
---|---|---|---|---|---|
HONDA PASSPORT | +5.32% | 43,502 | 41,306 | 30% | 29% |
HONDA PILOT | +0.73% | 100,298 | 99,567 | 70% | 71% |
TOTAL | +2.08% | 143,800 | 140,873 |
Sales Numbers - Nissan Midsize Crossovers - 2023 - USA
MODEL | YTD 23 / YTD 22 | YTD 23 | YTD 22 | YTD 23 SHARE | YTD 22 SHARE |
---|---|---|---|---|---|
NISSAN MURANO | +3.53% | 31,137 | 30,074 | 30% | 34% |
NISSAN PATHFINDER | +23.93% | 71,710 | 57,862 | 70% | 66% |
TOTAL | +16.96% | 102,847 | 87,936 |
Sales Numbers - Mazda Midsize Crossovers - 2023 - USA
MODEL | YTD 23 / YTD 22 | YTD 23 | YTD 22 | YTD 23 SHARE | YTD 22 SHARE |
---|---|---|---|---|---|
MAZDA CX-90 | * | 30,821 | 0 | 64% | 0% |
MAZDA CX-9 | -49.53% | 17,451 | 34,580 | 36% | 100% |
TOTAL | +39.60% | 48,272 | 34,580 |
That’s substantially higher than all other automakers, most of which also field more than one entry in this space:
- Ford: two entries totaling 292,897 sales – 14 percent segment share
- GM: three entries totaling 255,388 sales – 12.6 percent segment share
- Toyota: three entries totaling 247,486 sales – 12.2 percent segment share
- Honda: two entries totaling 143,800 sales – 7 percent segment share
- Nissan: two entries totaling 102,847 sales – 5 percent segment share
- Mazda: one entry (CX-9 discontinued) – 2.3 percent segment share
Interestingly, the inflection point for the Korean brands came during the 2020 calendar year, the first full year that the critically-acclaimed Telluride and Palisade went on sale. It was in 2020 that Hyundai and Kia sold 333,224 units of their four nameplates, outselling GM while catching up to Ford – the two perennial volume leaders in the space. The following year, Hyundai and Kia recorded 374K deliveries, outselling GM (288K) and Ford (305K). As such, the addition of the Telluride and Palisade was key to the growing sales, while maintaining Santa Fe and Sorento volume.
Sales Numbers - Hyundai-Kia Midsize Crossovers - 2020 - USA
MODEL | YTD 20 / YTD 19 | YTD 20 | YTD 19 | YTD 20 SHARE | YTD 19 SHARE |
---|---|---|---|---|---|
HYUNDAI SANTA FE | -20.90% | 100,757 | 127,373 | 30% | 41% |
KIA TELLURIDE | +28.20% | 75,129 | 58,604 | 23% | 19% |
HYUNDAI PALISADE | +187.66% | 82,661 | 28,736 | 25% | 9% |
KIA SORENTO | -22.17% | 74,677 | 95,951 | 22% | 31% |
TOTAL | +7.26% | 333,224 | 310,664 |
Sales Numbers - Midsize Mainstream Crossovers - 2020 - USA
MODEL | YTD 20 / YTD 19 | YTD 20 | YTD 19 | YTD 20 SHARE | YTD 19 SHARE |
---|---|---|---|---|---|
JEEP GRAND CHEROKEE | -13.66% | 209,786 | 242,969 | 11% | 12% |
FORD EXPLORER | +20.93% | 226,217 | 187,061 | 12% | 9% |
TOYOTA HIGHLANDER | -11.34% | 212,276 | 239,438 | 11% | 12% |
HYUNDAI SANTA FE | -20.90% | 100,757 | 127,373 | 5% | 6% |
CHEVROLET TRAVERSE | -14.67% | 125,546 | 147,122 | 6% | 7% |
KIA TELLURIDE | +28.20% | 75,129 | 58,604 | 4% | 3% |
FORD EDGE | -21.39% | 108,886 | 138,515 | 6% | 7% |
HONDA PILOT | -8.29% | 123,813 | 135,008 | 6% | 7% |
VOLKSWAGEN ATLAS | +7.18% | 87,362 | 81,508 | 5% | 4% |
HYUNDAI PALISADE | +187.66% | 82,661 | 28,736 | 4% | 1% |
KIA SORENTO | -22.17% | 74,677 | 95,951 | 4% | 5% |
NISSAN PATHFINDER | -26.05% | 48,579 | 65,691 | 3% | 3% |
DODGE DURANGO | -14.45% | 57,828 | 67,599 | 3% | 3% |
GMC ACADIA | -27.05% | 72,537 | 99,429 | 4% | 5% |
CHEVROLET BLAZER | +62.78% | 94,599 | 58,115 | 5% | 3% |
SUBARU ASCENT | -17.49% | 67,623 | 81,958 | 3% | 4% |
HONDA PASSPORT | +9.65% | 39,567 | 36,085 | 2% | 2% |
MITSUBISHI OUTLANDER | -28.53% | 27,132 | 37,965 | 1% | 2% |
NISSAN MURANO | -14.78% | 58,255 | 68,361 | 3% | 3% |
TOYOTA VENZA | +145,155.56% | 13,073 | 9 | 1% | 0% |
MAZDA CX-9 | +2.89% | 27,638 | 26,861 | 1% | 1% |
TOTAL | -4.47% | 1,933,941 | 2,024,358 |
Sales Numbers - GM Midsize Mainstream Crossovers - 2020 - USA
MODEL | YTD 20 / YTD 19 | YTD 20 | YTD 19 | YTD 20 SHARE | YTD 19 SHARE |
---|---|---|---|---|---|
CHEVROLET BLAZER | +62.78% | 94,599 | 58,115 | 32% | 19% |
CHEVROLET TRAVERSE | -14.67% | 125,546 | 147,122 | 43% | 48% |
GMC ACADIA | -27.05% | 72,537 | 99,429 | 25% | 33% |
TOTAL | -3.93% | 292,682 | 304,666 |
Sales Numbers - Ford Midsize Mainstream Crossovers - 2020 - USA
MODEL | YTD 20 / YTD 19 | YTD 20 | YTD 19 | YTD 20 SHARE | YTD 19 SHARE |
---|---|---|---|---|---|
FORD EXPLORER | +20.93% | 226,217 | 187,061 | 67% | 53% |
FORD EDGE | -21.39% | 108,886 | 138,515 | 32% | 40% |
FORD FLEX | -80.20% | 4,848 | 24,484 | 1% | 7% |
TOTAL | -2.89% | 339,951 | 350,060 |
How They Did It
Although offering the most models in the segment certainly goes a long way toward helping earn sales leadership, the quantity of models is only part of the reason for the Korean duo’s newfound success. The other, arguably more important bits, revolve around product substance, quality and persistence.
While the first Santa Fe and Sorento were decent first efforts, they fell short in just about every objective category. At this point, some automakers – not satisfied with the business results – would just call it quits and leave the segment entirely. We’re looking at you, Ford and GM – which may as well be nicknamed “the great abandoners of segments” – something that’s extremely difficult, if not impossible, to overcome. That was far from the case for Hyundai and Kia; not satisfied with that result, the automaker launched a strategic, multi-year initiative to improve product via a continuous improvement model for each mid-cycle refresh and new vehicle generation.
This is most evident with the Palisade and Telluride, which will be overhauled for the 2026 model year (see more about the 2026 Hyundai Palisade). The next-gen 2024 Hyundai Santa Fe, meanwhile, looks to deliver a massive shake up to the midsize crossover SUV space with a design so radical, that it’s turning heads and earning fans at auto shows and premiers the world over. In fact, it’s possible that the new Santa Fe will deliver a similar kind of boost to sales volume as did the Palisade did.
Not only is the success of Hyundai and Kia in one of the most competitive vehicle segments in the world impressive, it’s also a testament to the power of a continuous improvement model with a laser focus on product and the customer. It should make for a great business case study for years to come. After all, it’s not every day that a multinational automaker is able to double its sales, going from (nearly) zero to hero.
The competition is not standing still. Chevy is weeks away from launching the all-new 2024 Chevy Traverse and 2024 GMC Acadia, while Ford recently revealed the 2025 Explorer. What’s more, 2024 will be the Grand Highlander’s first full year on the market. Even so, the Hyundai-Kia strategy of four offerings seems solid enough to withstand the new rivals well into the future.
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