Pure EV sales declined sharply across both brands, however, highlighting the challenges posed by shifting incentives, pricing pressures and changing consumer demand. The hybrid versions of the Sonata, Elantra, and Tucson all set July sales records, pushing Hyundai to its best-ever July for total hybrid and EV sales. However, Kia and Hyundai’s EV lineups didn’t match those impressive sales records. Hyundai’s Ioniq 6 cratered by 92%, selling only 76 units (vs 949 units in July 2025) after its standard trims were discontinued. Meanwhile, Ioniq 5 sales fell by 38%, and Ioniq 9 sales fell by 35% in July.