Beijing: Hyundai Motor Executive Chair Euisun Chung attended Auto China 2026 in Beijing, industry sources said Wednesday, as the automaker steps up efforts to regain its foothold in the world's largest vehicle market.

According to Yonhap News Agency, Chung's appearance at the Beijing auto show marks his first since the 2018 edition and follows his visit to the Shanghai Auto Show in 2025. This attendance is seen as a strategic move to refocus on China after a period of declining market share for Korean automakers.

At this year's event, the Korean automaker unveiled its first all-electric Ioniq model specifically designed for the Chinese market. Hyundai also committed to intensifying efforts to expand its presence in this critical market.

Hyundai Motor's sales in China peaked at 1.14 million units in 2016 but have declined since 2017 due to a diplomatic dispute between Seoul and Beijing regarding the deployment of a U.S. anti-missile system on South Korean soil.

Previously operating six plants in China, Hyundai now runs three-two in Beijing and one in Sichuan-after closing or selling the others due to sluggish sales.