The increased discount on the 2024 EV9 models by Kia, a Hyundai Motor Co subsidiary, is a significant move to maintain competitiveness in the rapidly growing EV market. This strategy not only aims to boost sales in the face of stiff competition from companies like Ford and Nissan but also aligns with South Korea's new EV policy designed to support domestic manufacturers against international rivals. The decision to offer substantial discounts could potentially increase sales volume, improve market share, and enhance brand loyalty among consumers, positively impacting Hyundai's financial performance and stock price in the short term.