Hyundai Motor is introducing Mufasa to the Taiwanese market, a strategic model initially developed for the Chinese market. This move is part of the company’s broader efforts to boost exports of “Made in China” vehicles, improve profitability at its Chinese plants, and increase its sales target by 10% compared to the previous year.
On Monday, during a media briefing, Sanyang Industry, Hyundai’s Taiwanese sales subsidiary, unveiled its operational plans for the year. The announcement included sales targets and new vehicle launch schedules.
Sanyang Industry has set an ambitious sales target of over 24,000 units, aiming for its sixth consecutive year of growth. This ambitious goal reflects the company’s confidence following last year’s record-breaking sales performance. Despite a 4% contraction in Taiwan’s overall auto market last year, Sanyang Industry sold 22,682 vehicles, marking a 2.3% increase and securing a 4.95% market share.
The company’s lineup for this year includes three new models: the Mufasa, Santa Fe Calligraphy Edition, and INSTER. These vehicles have been carefully selected to cater to local drivers’ preferences and will be launched sequentially throughout the year.
The Mufasa is expected to be a key driver of growth. This compact SUV debuted in the Chinese market last June and is based on Hyundai’s third-generation I-General Motors P platform. The Mufasa has gained popularity among younger consumers in mainland China due to its appealing design, desirable features, and competitive pricing, starting at 121,800 CNY (approximately 16,800 USD)
Over the past three years, Sanyang Industry has invested 2 billion TWD (about 60 million USD) to bolster its brand presence. This investment has strengthened the company’s network across key regions, including Nankang, Taipei, Taoyuan, and Kaohsiung.
To enhance brand recognition, the company plans to increase its participation in local automotive events, including the Taipei Mobility Show, which is scheduled for the end of the year.
