The reintroduction of the all-new Hyundai Kona Hybrid marks the return of a familiar nameplate, but it also signals a broader pivot for Hyundai Motor Philippines (HMPH) as it accelerates its transition toward electrification. With hybrids and EVs becoming an increasingly vital part of the brand’s identity – and with the rise of popularity of electrified vehicles locally – the Kona’s comeback serves as a tangible reminder that Hyundai is fully leaning into the electrified revolution.
So, what pushed Hyundai to bring the Kona back now? And how does it fit into the company’s bigger plans? If you ask Hyundai, the timing couldn’t be better.
The Kona was once a key volume driver for Hyundai in the Philippines, and its sudden disappearance from showrooms left a noticeable gap in the brand’s crossover lineup, particularly between the Creta and the Tucson. But its return in hybrid form is no coincidence. With fuel prices still volatile and more consumers becoming aware of their carbon footprint, the market has grown more receptive to alternatives that don’t rely solely on gasoline.
“The return of the all-new Kona Hybrid is about giving Filipinos more choices,” said Mark Parulan, HMPH general manager for marketing and product planning. “Sustainability remains a priority as Hyundai moves forward, and locally, we translate this through our various EV and HEV offerings. We hope to continue fortifying the Hyundai brand through the Kona and further solidify our presence in the country in the years to come.”
The new Kona slots into a sweet spot: compact enough for city driving, roomy enough for small families, and now with a hybrid system that offers real-world efficiency without range anxiety.
Hyundai hasn’t revealed specific sales targets for the Kona Hybrid, but there’s an expectation that it will once again play a major role in the brand’s portfolio. It does compete directly in the high-volume small SUV space – a segment that continues to grow year after year, with several Chinese players joining the market as well.
And with its newfound hybrid powertrain, the Kona now has something few of its competitors offer: fuel efficiency. Pair that with more refined tech, expanded safety features, and a longer wheelbase that boosts interior space, and the Kona goes beyond a quirky option. It’s a practical, premium-feeling daily driver that doesn’t break the bank.
Hyundai’s local hybrid journey officially kicked off with the Tucson Hybrid and Santa Fe Hybrid, both launched in 2024. These served as litmus tests, gauging interest in electrified SUVs at higher price points. Encouraging uptake from customers proved there’s growing demand for hybrids beyond early adopters.
Then came the Elantra Hybrid, which made its debut at the 2025 Manila International Auto Show in April. Sleek, efficient, and packed with tech, the Elantra Hybrid aims to capture sedan buyers who aren’t ready to go full EV but want something smarter than a traditional gas engine.
Now, with the Kona Hybrid coming in as a more accessible electrified crossover, it’s clear Hyundai is layering its hybrid strategy – offering options across size and price segments.
And the momentum won’t stop there. More HEV (Hybrid Electric Vehicle) launches are expected, potentially including new trims or variants of existing models.
Here’s where it gets interesting. Hyundai was one of the first movers in the EV space in the Philippines, thanks to the early arrival of the Ioniq 5. The futuristic crossover made headlines with its bold design, advanced tech, and surprisingly usable range. But after its initial buzz, the local EV push seemed to slow down – partly due to infrastructure limitations, partly due to price sensitivity.
But HMPH insists it hasn’t abandoned the EV front. Instead, the focus has been on building the foundation: strengthening the dealer network, preparing after-sales support, and waiting for better government clarity on EV charging infrastructure and incentives.
With more charging stations slowly coming online and EV awareness growing, there’s potential for Hyundai to reignite interest in full-electrics, possibly with the newly update models like the Ioniq 6 or a refreshed EV lineup as the market matures.
Based on Hyundai Motor Philippines’ current moves, the trajectory is clear: a diverse portfolio powered by electrification, with hybrids bridging the gap to full EVs. The goal isn’t to convert every buyer overnight but to offer more electrified options in every segment – SUVs, sedans, MPVs, and crossovers – so the switch feels like a natural evolution rather than a radical leap.
This strategy aligns with Hyundai’s global electrification vision, which includes becoming carbon neutral by 2045 and offering a full range of EVs and hybrids across markets. Locally, that means steady product rollouts, expanded dealership electrification, and continued marketing around sustainability.
Hybrids, in particular, are expected to carry much of the weight over the next few years. Not just because they’re practical and efficient, but because they require no lifestyle adjustment – no charging station, no range anxiety, just savings at the pump and lower emissions out the tailpipe.
The return of the Kona Hybrid reinforces Hyundai’s direction. It’s a reminder that sustainability doesn’t have to mean sacrifice and that buyers don’t have to choose between eco-consciousness and everyday usability.
With more hybrids already in the mix and EVs waiting in the wings, Hyundai’s electrification journey in the Philippines is no longer a question of “if” but it’s a matter of “how fast.” And if the Kona Hybrid is any indication, they’re not just dipping their toes in. They’re diving in with purpose.
