Hyundai Srbija d.o.o

What Hyundai Srbija d.o.o does

Hyundai Srbija d.o.o is the official Serbian distributor and wholly-owned subsidiary of Hyundai Motor Company (South Korea), operating since 1990 with corporate headquarters in Belgrade. The company markets, sells, and services Hyundai passenger vehicles across Serbia through a network of company-owned showrooms in Belgrade and Novi Sad plus eight independent authorized dealers covering Subotica, Čačak, Niš, Kraljevo, Jagodina, Zrenjanin, Šabac, and Sombor. It serves two primary customer segments: individual retail buyers seeking personal and family transportation, and corporate/business customers purchasing fleet vehicles and company cars, with online lead generation for test drives, quotes, and service appointments via hyundai.rs supplementing the physical network.

The product portfolio spans subcompact city cars (i20, INSTER, BAYON), compact hatchbacks (i30), and a broad SUV range (KONA, KONA Electric, TUCSON, TUCSON Hybrid, Santa Fe Hybrid/PHEV) plus the IONIQ sub-brand of dedicated battery-electric models (IONIQ 5, IONIQ 6, IONIQ 9) built on Hyundai's Electric-Global Modular Platform (E-GMP) with up to 620 km WLTP range and 350 kW ultra-fast charging. The technology stack is anchored by the Bluelink connected car platform (over 1 million European users), Hyundai Digital Key 2 with NFC/UWB smartphone access integrated into Apple, Google, and Samsung wallets, Over-the-Air software updates, Hyundai Live Services (real-time traffic, fuel, parking, weather, sports), SmartSense ADAS, and a ChatGPT-based generative AI Assistant in the IONIQ 9.

Revenue is generated primarily through one-time new vehicle sales across ICE, hybrid, plug-in hybrid, and fully electric powertrains, with secondary streams from authorized service and maintenance, genuine parts and accessories, and a tiered Bluelink subscription model (LITE free for 10 years then 1,200 RSD/year; PLUS 3,600 RSD/year after trial; PRO 12,000 RSD/year after trial). Vehicle pricing is anchored by entry models such as the i20 at 15,990 EUR and Tucson Premium Plus at 28,990 EUR, with promotional discounts up to 5,000 EUR on selected stock vehicles. Support programs include a 5+2 warranty, 24/7 roadside assistance, free annual vehicle inspection, and participation in flagship parent-level sponsorships such as the FIFA World Cup 2026 mobility partnership and Boston Dynamics Atlas robot activations.

Name

Hyundai Srbija d.o.o

Legal name

Hyundai Srbija d.o.o.

Website

https://hyundai.rs

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Hyundai Srbija d.o.o is the official Serbian distributor and wholly-owned subsidiary of Hyundai Motor Company, selling and servicing Hyundai passenger vehicles — including the IONIQ EV sub-brand — through company-owned showrooms and an authorized dealer network of ten partners across eleven Serbian cities.

Ownership category

akta.pro rank

Product category

Automotive Vehicle Distribution

NAICS

Automobile Dealers (4411), Automotive Parts and Accessories Retailers (441330)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Retail Tire Sales & Installation (Consumer) (TLAKADAA)

akta.pro secondary industry

Mechanical replacement parts distribution (engine, drivetrain, steering, suspension, brakes) (CRAOANAA)

Keywords

• Passenger vehicle sales
• Electric vehicle distribution
• Automotive dealer network
• Connected car services
• Vehicle after-sales support

Headquarters

HQ city

Beograd (Belgrade)

HQ country

Serbia

HQ region

Europe

Offices10 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Vehicle Sales: Sale of new Hyundai vehicles including internal combustion, hybrid, plug-in hybrid, and fully electric models through dealer network across Serbia.
2. Bluelink Connected Services Subscriptions: Recurring subscription revenue from Bluelink LITE, PLUS, and PRO packages. LITE: 1,200 RSD/year; PLUS: 3,600 RSD/year; PRO: 12,000 RSD/year after free trial periods.
3. Vehicle Service and Maintenance: Authorized service centers providing maintenance, repairs, and warranty services for Hyundai vehicles across Serbia dealer network.
4. Genuine Parts and Accessories: Sale of original Hyundai spare parts and accessories through dealer network.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Hyundai Srbija d.o.o. is the official Serbian importer and distributor of Hyundai Motor Company vehicles. The company sells a full lineup of new Hyundai passenger cars and SUVs — including internal combustion, hybrid, plug-in hybrid, and fully electric (IONIQ 5/6/9, INSTER, KONA Electric) models — through company-owned showrooms in Belgrade and Novi Sad and a network of eight independent authorized dealers across ten Serbian cities. It also operates Bluelink connected car services subscriptions, provides authorized vehicle maintenance and warranty repairs, and sells genuine Hyundai spare parts and accessories.

Product overview

Hyundai Srbija d.o.o is the Serbian subsidiary of Hyundai Motor Company, offering a comprehensive vehicle lineup spanning subcompact city cars (i20, BAYON), compact hatchbacks (i30), subcompact SUVs (KONA, TUCSON), large family SUVs (Santa Fe), and a dedicated electric vehicle sub-brand IONIQ comprising the IONIQ 5, IONIQ 6, IONIQ 9, and INSTER models. Powertrains include internal combustion engines, hybrid, plug-in hybrid, and fully electric options across most models. The brand's connected car ecosystem centers on the Bluelink platform with three subscription tiers — LITE (free 10 years, connected routing and basic services), PLUS (paid, adds LIVE services and full remote controls), and PRO (paid, adds music streaming and OTA updates) — complemented by Hyundai Digital Key 2/2 Touch (NFC/UWB smartphone access), LIVE Services (real-time traffic, parking, fuel, weather, sports), Over-the-Air software updates, and SmartSense driver assistance suites. The IONIQ 9 introduces a ChatGPT-based AI Assistant. Vehicle sales are supported by a nationwide dealer network in 11 cities, backed by genuine parts, accessories, and a 5+2 warranty program.

Differentiator

Problem solved

Functional benefit

Products and services

• Hyundai i20 Subcompact hatchback; part of Hyundai's passenger car lineup in Serbia. Marketed from EUR 15,990.
• Hyundai BAYON Subcompact SUV; positioned as an entry-level crossover in Hyundai's Serbian lineup.
• Hyundai i30 Compact hatchback and wagon; performance-oriented N Line variant available. Marketed from EUR 22,990 for the 1.6T 7DCT variant.
• Hyundai KONA Subcompact SUV available in standard and Electric variants; features connected services and advanced driver assistance.
• Hyundai KONA Electric Fully electric subcompact SUV; ships with Amazon Music pre-installed in infotainment; supports V2L charging, fast DC charging, and extended range for daily commutes and longer trips.
• Hyundai TUCSON Compact SUV; the brand's best-selling model globally; available in standard, Hybrid, and Plug-in Hybrid powertrains; features Bluelink connected services, SmartSense driver assistance, and a modern interior with panoramic curved display. Marketed from EUR 28,990 (Premium Plus).
• Hyundai Santa Fe (5th generation) Large family SUV with three rows for 6–7 passengers; redesigned with lounge-like interior, panoramic curved display, Digital Key 2, OTA updates, HTRAC AWD; available in Hybrid and Plug-in Hybrid powertrains.
• Hyundai IONIQ 5 Fully electric midsize crossover built on E-GMP platform; first European Hyundai model with OTA capability; supports 350 kW ultra-fast charging (10–80% in 18 min); features Vehicle-to-Load (V2L), Zero-Gravity seats, and parametric pixel design.
• Hyundai IONIQ 6 Fully electric midsize sedan (streamliner); aerodynamic silhouette with 0.21 Cd; up to 614 km WLTP range; 400V/800V multi charging; features Dual Color Ambient Lighting, Relaxation Comfort Seats, and Bose premium audio.
• Hyundai IONIQ 9 Fully electric three-row large SUV (6–7 passengers); up to 620 km WLTP range; 800V architecture supporting 233 kW charging; features Hyundai AI Assistant (ChatGPT-based), rotating second-row seats, panoramic roof, Bose audio, Digital Side Mirrors, and V2L.
• Hyundai INSTER Compact electric city car / mini SUV; up to 370 km WLTP range; 42 kWh or 49 kWh battery; supports Vehicle-to-Load (V2L) at 3.6 kW; DC fast charging 10–80% in 30 min; max speed 150 km/h.
• Hyundai IONIQ 3 Fully electric compact hatchback (Aero Hatch) launched in April 2026; first European Hyundai with Pleos Connect infotainment on Android Automotive OS; built on E-GMP with 400V architecture; available in Standard Range (42.2 kWh, 344 km WLTP) and Long Range (61 kWh, 496 km WLTP) battery options; SmartSense driver assistance suite.
• Bluelink Connected Car Services Hyundai's connected car platform providing remote vehicle control, cloud-based navigation, LIVE traffic/radar/parking/weather services, EV route planning, remote climate control, charging management, and OTA software updates; available via the myHyundai app and in-vehicle touchscreen; over one million users in Europe. Sold in three tiers: LITE (free 10 years then 1,200 RSD/year), PLUS (3,600 RSD/year after 6-month trial), PRO (12,000 RSD/year after 6-month trial).
• Authorized Vehicle Service and Maintenance Authorized maintenance, repair, warranty service, and roadside assistance for Hyundai vehicles performed at company-owned service centers in Belgrade and Novi Sad plus eight independent authorized dealers across Serbia. Includes free annual vehicle inspection and 24/7 roadside assistance.
• Originalni rezervni delovi (Genuine Hyundai Spare Parts) Genuine Hyundai spare parts for all models; sourced and warranted by the manufacturer; available through authorized dealers across Serbia.
• Dodatna oprema (Genuine Hyundai Accessories) Genuine Hyundai accessories including roof rails, bike carriers, ski carriers, roof boxes, side steps, floor mats, trunk liners, and vehicle protection products; designed and tested to the same standards as new vehicles.
• Hyundai 5+2 Warranty Program 5-year warranty with unlimited mileage plus 2 additional years of powertrain coverage; available across all new Hyundai models sold in Serbia.

Quantifiable outcome

• IONIQ 9 achieves up to 620 km range on single charge (WLTP)
• +3 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability7 records

Feature7 records

Partnerships

Two partnerships are on record, tiered flagship and core.

• FIFAflagshipStrategic or Co-development Partner · 1 January 2026Official mobility partner for FIFA World Cup 2026 providing 994 passenger vehicles and 506 buses across 16 host cities in USA, Canada, and Mexico. Also official robotics partner for first robot integration in World Cup history.
• Boston DynamicscoreStrategic or Co-development Partner · 1 January 2026Collaboration on Atlas humanoid robot for FIFA World Cup 2026 activations. Atlas performs during halftime shows and demonstrates advanced robotics capabilities. Partnership for future humanoid robot development at RMAC facility in Georgia, USA.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Volvo Car Srbija: Volvo Car Srbija is the Serbian distributor for Volvo Cars. Comparable as a premium passenger vehicle brand importer competing in SUV and electrified segments within Serbia.
• Mercedes-Benz Srbija: Mercedes-Benz Srbija is the Serbian distributor for Mercedes-Benz passenger vehicles. Comparable as a premium brand importer in the same Serbian market competing for executive and fleet customers.
• Kia Srbija: Kia Srbija is the Serbian distributor for Kia, a sister brand of Hyundai under Hyundai Motor Group. Directly comparable as another Korean-brand passenger vehicle importer operating through a Serbian dealer network, with overlapping electrified product lineups and similar target customers.
• Suzuki Srbija: Suzuki Srbija is the Serbian distributor for Suzuki passenger vehicles. Comparable as a Japanese-brand passenger vehicle importer with hybrid offerings targeting similar compact and family vehicle customers in the Serbian market.
• Peugeot Srbija: Peugeot Srbija (Stellantis) is the Serbian distributor for Peugeot, part of Stellantis group. Directly comparable as a competing brand importer with electrified models targeting similar consumer segments.
• Renault Srbija: Renault Srbija is the Serbian distributor for Renault passenger vehicles. Directly comparable as a competing European mass-market brand importer with comparable product lineups in compact and SUV segments.
• Toyota Srbija: Toyota Srbija is the Serbian distributor for Toyota, one of the best-selling passenger vehicle brands in Serbia. Directly comparable as a competing brand importer with a strong hybrid vehicle strategy targeting the same consumer and fleet customers as Hyundai Srbija.
• BMW Srbija: BMW Srbija is the Serbian distributor for BMW. Comparable as a premium passenger vehicle brand importer competing for higher-end Serbian customers, particularly with Hyundai's premium IONIQ 9 and Santa Fe offerings.
• Škoda Srbija: Škoda Srbija is the Serbian distributor for Škoda Auto (Volkswagen Group). Directly comparable as another European mass-market passenger vehicle importer operating through authorized dealer networks in major Serbian cities.
• Volkswagen Srbija: Volkswagen Srbija is the Serbian distributor for Volkswagen passenger vehicles. Directly comparable as a major mass-market brand importer competing for similar customer segments in the same Serbian dealer network footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hyundai-srbija

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hyundai Srbija d.o.o