Domestic and foreign automotive industries are entering the fourth-quarter race that will determine their annual performance success.
To overcome sluggish domestic demand in the first half of the year, automaker and import brands are throwing down the gauntlet by placing key new models at the forefront, centering on highly preferred sports utility vehicles (SUVs) and premium sedans that concentrate brand technological power.
The largest battlefield of the fourth quarter is undoubtedly the SUV market. Clashes across all segments—from mainstream volume models to premium mid-large units and top-tier flagships—appear inevitable.
Hyundai Motor Co. will begin customer deliveries of the fifth-generation “The All-New Tucson” starting in October. The plan is to absorb large-scale demand for family SUVs with hybrid and gasoline models featuring enhanced interior roominess and product competitiveness. At the same time, it is also launching the “GV90,” the top-tier flagship large electric SUV of the Genesis brand.
In the mid-large SUV segment, a pride-filled clash between “homegrown luxury hybrid” and “German premium SUV” will unfold. Genesis is introducing its first-ever hybrid model, the “GV80 Hybrid,” in the fourth quarter to target demand for premium eco-friendly SUVs previously dominated by import brands.
Countering this, BMW is deploying the generational-change “New X5 Full Change” within the year to defend its spot as the best-selling imported mid-large SUV. It fronts a high-performance plug-in hybrid (PHEV) model equipped with the new “Neue Klasse” design language and a large-capacity battery.
Mercedes-Benz is launching the pure electric SUV “Electric GLC,” which begins deliveries in the fourth quarter, and establishing a defense line with its core mid-large “GLE” lineup augmented by a 140th Anniversary Edition. In the high-end luxury arena, Porsche's flagship “New Cayenne” joins the fray.
In the sedan market, a battle for supremacy is unfolding over eco-friendly electrified lineups and advanced software-defined vehicle (SDV) technologies.
Lexus is officially releasing the eighth-generation fully redesigned “New ES” in the fourth quarter. The New ES has added a battery electric vehicle (BEV) model—the brand's first—in addition to a hybrid variant.
Volvo Cars is also delivering its flagship electric sedan “ES90” starting in October. Inheriting the S90 heritage, the ES90 is embarking on an attack on the luxury eco-friendly family sedan market equipped with interior space based on a generous wheelbase and the brand's top-tier safety and convenience features.
Mercedes-Benz is leading innovation in the automotive software market by showcasing “The All-New Electric Mercedes-Benz CLA,” the first to feature its next-generation proprietary operating system (MB.OS) powered by generative artificial intelligence (AI).
BMW is unveiling a facelift (partial redesign) of its top-tier large flagship “7 Series.” It comes armed with a Panoramic Vision display and the latest intuitive interface.
An industry source predicted, “The fourth quarter is the final turning point that will decide annual success or failure,” adding, “As practical hybrid SUVs and high-tech luxury sedans go head-to-head, domestic market competition will reach its peak.”
