Hyundai/Kia has done a really good job increasing their US market share over the last few decades. And now they are doing it again in the EV space. They make vehicles that people want at price points that people want.
I remember a while back when we were in the market for a minivan, we looked at the Hyundai/Kia offering (Sedona) and it was a piece of junk compared to the Honda and Toyota offering. So we bought a Toyota Sienna (and later also bought a Honda Odyssey). Today, Hyundai vehicles compare very well to the competition, and usually have a slightly lower price to boot.