Hyundai and Kia continued their strong U.S. sales performance in September, with both automakers reporting record monthly sales. Hyundai sold 77,439 vehicles, up 9% year over year, while Kia followed with 77,009 units, an 18% increase. Within their lineups, the Hyundai Tucson has opened a sizable year-to-date sales lead over the Kia Sportage.
Hyundai Tucson Pulls Ahead of Kia Sportage
The Tucson and Sportage remain the best-selling vehicles for their respective brands, and both have improved their sales performance in 2026. However, the Hyundai has built a significantly larger lead over its Kia counterpart through September.
| Model | September 2026 | Year-to-Date 2026 |
|---|---|---|
| Hyundai Tucson | 23,164 (+32%) | 181,687 (+10%) |
| Kia Sportage | 16,033 (+10%) | 145,746 (+8.7%) |
The Tucson sold 23,164 units in September, a 32% increase from the same month last year. Through the first part of 2026, Hyundai has sold 181,687 Tucsons, compared with 145,746 Sportages for Kia.
The gap comes even as a new-generation Hyundai Tucson has just been unveiled. The current 2026 Tucson continues to post strong sales, giving Hyundai a substantial advantage over the Sportage this year.
Hyundai and Kia See Strong Electrified Demand
Hyundai and Kia do not report hybrid sales by individual model, but both automakers have recorded strong demand for electrified vehicles.
Hyundai’s hybrid sales reached a record in September and accounted for 28% of the brand’s total volume. Kia also reported its best-ever September for hybrid and electrified vehicle sales.
“Hybrid sales climbed 39% and represented 28% of September volume, while Tucson, Palisade, Sonata and Santa Fe all posted double-digit gains,” said Randy Parker, president and CEO, Hyundai Motor North America. “Our broad product lineup and strong dealer network continue to give customers compelling choices and drive momentum.”
Tucson and Sportage Powertrains Are Similar
The Hyundai Tucson and Kia Sportage share the same platform, similar dimensions and familiar powertrains. Both start with a 2.5-liter four-cylinder engine, while turbocharged hybrid and plug-in hybrid versions are also available.
With similar powertrain choices, the Tucson does not have a distinct advantage over the Sportage that would directly explain its sales lead.
Sportage Has a Pricing Advantage
Pricing also favors the Kia. The 2027 Kia Sportage starts at $28,990, nearly $1,000 below the 2026 Hyundai Tucson’s $29,700 starting price.
The Sportage retains its pricing advantage when buyers choose one of the hybrid powertrains. Hyundai, however, offers three years or 36,000 miles of complementary maintenance, a benefit the Kia does not offer.
The Tucson is also recognized as having a slightly superior reliability record. Those factors, along with the possibility that the Tucson’s design has broader appeal, could contribute to Hyundai outselling its closely related rival.
What Comes Next for the Tucson
The Hyundai Tucson has established a significant sales lead over the Kia Sportage in 2026, while both models have benefited from stronger sales compared with the previous year.
The next test for Hyundai will come when the all-new Tucson arrives in North America next year, potentially putting the brand’s current momentum in the compact crossover segment to the test.
