English translation of the original Korean report. Images and source documents may contain Korean text.

Hyundai Motor Company is offering the instrument display at no charge on the base trim of the new Avante, three months after launch. It had charged 350,000 won for the display. The change comes about two months after Hyundai Motor President and CEO José Muñoz left room for adjustments amid the pricing controversy, saying, “Ultimately, consumers determine the price.”

According to Hyundai Motor and the Financial Supervisory Service’s electronic disclosure system on the 10th, Hyundai is including a 9.9-inch slim display that serves as the instrument cluster and a Convenience I package worth 650,000 won at no extra charge on the new Avante Modern gasoline trim from the 1st of this month through December 31. Hyundai is also cutting the price of the gasoline model by 1,000,000 won.

Hyundai began taking orders for the new Avante on August 5. The entry-level 2.0-liter gasoline Modern trim costs 23,980,000 won, up 3,360,000 won from the previous 2026 model’s least expensive Smart trim, which cost 20,620,000 won. The previous model came with a standard instrument cluster even on the base trim. The new Modern trim launched with a 12.9-inch central screen and no display in front of the driver. Hyundai said it increased engine displacement from 1.6 to 2.0 liters and made safety and convenience features, including 10 airbags and Lane Following Assist 2, standard.

At an August 26 press briefing during CEO Investor Day, Muñoz said, “We can control costs, but the market controls prices.” He cited higher raw material and logistics costs and the addition of advanced technology as reasons for the price increase. He said the company could adjust the mix of prices, features and incentives if necessary. The current offer combines the changes to features and incentives he described.

■ Sales fell 11% while operating profit rose 5.5%

Hyundai Motor’s third-quarter results, released in late October, showed sales and profit moving in opposite directions. Wholesale volume fell 11.3% year on year to 920,710 vehicles, and revenue fell 3.4% to 45,110,200,000,000 won. Operating profit rose 5.5% to 2,677,200,000,000 won. Hyundai attributed the increase to favorable exchange rates and its contingency plan, which included cost optimization. The exchange-rate benefit and lower costs helped protect profit despite lower sales volume.

Hyundai cut its wholesale volume target for this year from 4,158,300 vehicles to 4 million and lowered its operating margin target from 6.3%–7.3% to 5.5%–6.5%. In an email to employees early this month, Muñoz said, “We cannot control tariffs, steel prices or the situation in the Red Sea region.” He added, “Vehicle quality, the pace of new vehicle launches, cost management and the customer experience are things we can determine through our own efforts.”

Muñoz became Hyundai Motor CEO in January last year. Hyundai paid him 9,729,000,000 won last year, more than the 9,001,000,000 won it paid Hyundai Motor Group Executive Chair Euisun Chung, who is also a CEO of Hyundai Motor. Muñoz received 2,456,000,000 won in the first half of this year.

Euisun Chung chairs Hyundai Motor’s board. Hyundai Mobis is Hyundai Motor’s largest shareholder with a 22.36% stake. Chung owns 2.73% of Hyundai Motor and 0.33% of Hyundai Mobis. Honorary Chairman Mong-Koo Chung owns 5.57% of Hyundai Motor.

The offer ends on December 31. Hyundai has not said whether the instrument display will be standard on the Modern trim next year. Buyers who paid an extra 350,000 won for the display from August through October do not qualify for the offer.