Hyundai Australia CEO says brand has fallen behind in EV sales

Hyundai’s new Australian chief has acknowledged that the brand is underperforming in the electric vehicle (EV) space, calling its current EV sales “extremely low” and admitting that more effort is needed to match its competitors.

At a media event for the launch of the new Ioniq 9, Hyundai Australia CEO Don Romano stated that the company needed to improve. “We do a terrible job with our EVs. We are not doing the job we should be,” Romano said.

Even with five passenger electric car offerings in Australia, only 2.7 per cent of Hyundai’s total sales in Australia have been electric so far in 2025. 

Previous EV sales plan affected dealer relations

Romano pointed to Hyundai’s previous fixed-price, online-only sales model for EVs as one reason for the low uptake. Under that system, customers could only purchase EVs in small batches directly online, and dealerships were only involved in delivering the vehicles to customers.

He believes this approach left Hyundai’s dealer network disconnected from the brand’s EV strategy.

“When we first came out with EVs, we went around our dealers,” he said. “We have a job to do to get them back in the game and show that they’re a key part of the process.”

Rebuilding trust with dealers

Romano said Hyundai is now working to reconnect with dealers, provide better training, and build confidence in the technology. According to him, the focus going forward is not just on marketing EVs, but also on improving internal communication and dealer support.

“We need to change the way we interact with our dealers and help them market to customers who are interested in EVs.”

Hyundai EVs ready for the market

The Hyundai Ioniq 9 is the brand’s latest electric launch, a large, seven-seat SUV. It is expected to have a limited impact on sales numbers due to its high price tag (around $130,000 drive-away). 

Romano said the Ioniq 9 is more about brand positioning than chasing volume. “It’s a bold play,” he said. “We’re not focused on growing market share with this car. It’s about showing who we are as a brand and that we’re committed to electric vehicles.”

At the other end of the EV range is the Hyundai Inster, the brand’s smallest and most affordable electric vehicle. Priced from $39,000 before on-road costs, the Inster is designed for city driving and offers up to 360km of claimed driving range, depending on the variant.

Despite its compact size, the Inster comes with a comprehensive set of features and a suite of active safety tech which also contributes to its four-star ANCAP rating. With the Inster and the flagship Ioniq 9 at opposite ends of the lineup, Hyundai is showing the breadth of its electric vehicle offering, even as it works to boost overall EV sales in Australia.

Kia’s edge in the market

A significant part of Kia’s success is the EV5, a mid-size electric SUV manufactured in China, which is priced approximately $12,000 less than Hyundai’s Ioniq 5. At the other end of the prices, Kia has sold 165 units of the EV9 SUV this year, closely related to the Hyundai Ioniq 9.

Romano admitted that Kia is performing better in the EV space, but suggested that Hyundai’s pricing is generally in line with competitors, except for lower-cost Chinese offerings. “It’s just that they have vehicles and segments that we don’t,” he said.

Preparing for new emissions targets

With new federal emissions rules (the New Vehicle Efficiency Standard, or NVES) now in effect, carmakers in Australia face increasing pressure to balance high-emission vehicle sales with cleaner alternatives like EVs and hybrids.

Romano said Hyundai is prepared for the challenge and plans to expand its range of low-emissions vehicles to stay compliant. “We have no issue with our volume. We’re in growth mode,” he said. “We just need to do more with EVs, and do it better.”

Final thoughts

As Hyundai works to improve its electric vehicle strategy in Australia, the focus is shifting back to its dealer network and long-term brand positioning. While rivals continue to lead in EV sales, Hyundai’s leadership says the groundwork is now being laid for a stronger, more consistent performance in the future.