A rivalry is generally signified by two opposing sides competing in the same area with similar skills or reasons. Kia and Hyundai have been doing this for years, but in an almost passive and sibling-like fashion. The relationship between them is in a way complimented by each other, in that they can learn from each other and build together, while also being to completely separate entities.
Under the Hyundai Group umbrella, Kia and Hyundai are pretty similar, but very different at the same time. They use the same exact parts, compete in the same market, even with the same identities. This much may be true, but they can’t really be compared to those under the General Motors umbrella. Despite using all the same parts, technology, powertrains, and techniques, they’re still two totally different products. What they do would be unacceptable for other brands, but they make it work.
In the US, automakers under similar circumstances, operating under an umbrella company will function quite differently. Here, we’re used to seeing one under the umbrella build a product to completion, only for it to be handed over to the next company to be worked into their own unique product. The problem with this is, the originator’s is often more of quality, as to where the others try to lose some of the costs of building and materials, leading it to be a cheaper vehicle, in all sense of the word.
Hyundai Motors and Kia Motors have gotten around this by not following that working, yet flawed strategy. They instead gain their success by not simply reworking their products from the others previously completed works. Even if they were to watch each other build, test, and sell a product, they come out with something different, despite having the exact same parts and resources. So they don’t run into the issue of having to run attack ads against each other. It’s a good, non-toxic position to be in within the automotive industry.
