Hyundai Motor Company has climbed to 29th place in Interbrand’s Best Global Brands 2026 ranking, with its brand value reaching $25 billion, marking its 17th consecutive year of growth. The South Korean automaker also improved its position among automotive brands, rising to fourth from sixth in 2025.
The improvement reflects Hyundai’s expanding electrified vehicle portfolio, investments in physical artificial intelligence (AI), software-defined vehicles (SDVs) and robotics, alongside global marketing initiatives aimed at strengthening customer engagement.
The latest ranking underscores Hyundai’s efforts to broaden its identity beyond conventional automobile manufacturing into emerging mobility technologies and AI-driven solutions.
“Seventeen consecutive years of brand value growth comes from customers who chose Hyundai and from the teams and dealer partners who earned that trust,” said José Muñoz, President and CEO of Hyundai Motor Company.
Electrified vehicles strengthen product competitiveness
Hyundai’s product portfolio has been a key contributor to its global brand momentum, supported by industry recognition for its SUVs and electrified models.
The all-new Palisade was named the 2026 North American Utility Vehicle of the Year, while the IONIQ 9 received the World’s Best Large SUV recognition at the 2026 Women’s Worldwide Car of the Year Awards. The IONIQ 9 also secured top safety recognition from the US-based Insurance Institute for Highway Safety and Euro NCAP.
The TUCSON Hybrid has contributed to the company’s growing hybrid sales, with Hyundai recently unveiling an updated version featuring its next-generation hybrid system.
Hyundai sold 961,812 electrified vehicles globally in 2025, an increase of 27% year-on-year. The total included 275,669 electric vehicles (EVs) and 634,990 hybrid electric vehicles (HEVs).
In the first quarter of 2026, electrified vehicle sales rose 14.2% year-on-year to 242,612 units. Electrified models accounted for 24.9% of total global sales, while hybrids alone represented 17.8%—both record quarterly shares for the company.
Physical AI and software-defined vehicles drive future growth
Hyundai Motor Group is expanding its presence in robotics and AI-enabled manufacturing as it prepares for a transition towards software-driven mobility.
In January 2026, the group outlined its human-centred AI robotics strategy and a roadmap for commercialisation. Its Atlas humanoid robot won the Best Robot award at CNET Group’s Best of CES 2026, while its Robotics LAB’s MobED platform received the CES 2026 Best of Innovation Award.
In September, the group demonstrated Atlas training at its Robotics Metaplant Application Center, advancing preparations for the robot’s planned deployment at Hyundai Motor Group Metaplant America from 2028.
The group is also strengthening its strategic partnership with NVIDIA to advance physical AI-based manufacturing capabilities.
In autonomous mobility, Motional launched an IONIQ 5 robotaxi pilot service in Las Vegas in March 2026, supporting the development of Level 4 autonomous driving technology.
Meanwhile, Hyundai Motor Group is accelerating its software-defined vehicle strategy through its Pleos software brand and Pleos Connect infotainment platform. The group plans to equip approximately 20 million vehicles with Pleos Connect by 2030, with the rollout beginning in South Korea before expanding to global markets.
Global sports and cultural campaigns expand brand reach
Hyundai’s global marketing strategy also contributes to its brand positioning. The company has maintained its partnership with FIFA since 1999 and is supporting the FIFA World Cup 2026 through its vehicle programme and the “Next Starts Now” campaign.
It has also expanded its presence in cricket through its partnership with the International Cricket Council and in South American football through sponsorship of the CONMEBOL Libertadores.
Hyundai’s cultural marketing initiatives have earned international recognition as well. Its “Coquí Alarmed” campaign won the Grand Prix in the Audio & Radio category at the Cannes Lions International Festival of Creativity in June 2026, following the success of its “Night Fishing” campaign in 2025.
Brand valuation reflects long-term competitiveness
Interbrand’s Best Global Brands ranking evaluates companies across financial performance, the role of the brand in consumer purchasing decisions and brand strength, including its ability to build customer loyalty and sustain future growth.
Hyundai’s improved position indicates that its investments in electrification, robotics, software and global customer engagement are strengthening its brand proposition.
Interbrand Group Global Managing Partner Jihun Moon said Hyundai’s AI robotics strategy and advances in electrification had strengthened its brand differentiation and trust, supporting the increase in brand value.
For Hyundai, the challenge will be to convert its growing brand recognition and technological investments into sustained sales growth, stronger customer loyalty and competitive advantages across established and emerging mobility markets.