U.S debut of Hyundai's Body-on-Frame truck imminent by 2030; SUV may follow suit
Hyundai, the South Korean automaker known for its stylish and efficient vehicles, is set to expand its portfolio with the introduction of a new midsize pickup truck in the United States before 2030. The announcement was made by José Muñoz, CEO of Hyundai, during an investor presentation in New York City.
The new midsize, body-on-frame pickup truck will provide Hyundai with a stronger foundation for building practical pickup trucks, a segment that has proven to be one of the largest and most profitable in the industry. Hyundai's foray into this market aims to broaden their reach and connect directly with customers at the heart of the U.S. market.
The upcoming pickup truck represents a white-space opportunity that Hyundai is ready to capture. While the only current example of a Hyundai pickup truck, the Santa Cruz, is somewhat hamstrung by its unibody construction and lifestyle focus, the new model is expected to offer a more rugged and capable alternative.
In addition to the pickup truck, Hyundai is also planning to launch a new midsize, body-on-frame SUV. The new SUV could potentially compete with the Toyota 4Runner, Jeep Wrangler, and Ford Bronco. The potential expansion into other truck-oriented segments, such as larger pickups and premium off-road SUVs, is also on the table.
Interestingly, the new midsize, body-on-frame platform could potentially allow Genesis, Hyundai's luxury brand, to develop its own premium off-road SUV, similar to a Geländewagen.
It's worth noting that GM and Hyundai had previously formed a partnership to explore joint development opportunities, but any pickup from the deal is likely to be aimed at other global markets. The new midsize pickup and SUV from Hyundai, however, are expected to be wholly-owned platforms and vehicles for the U.S. market.
Hyundai's preparation for this multi-pronged body-on-frame offensive in the U.S. market is a testament to their commitment to delivering vehicles that cater to the needs and preferences of American customers. With the launch of the new midsize pickup and SUV, we may end up getting both a midsize truck and SUV from Hyundai's offensive.
The success of the Santa Cruz launch in 2021 has given Hyundai valuable experience and brand presence in the midsize truck segment. The new midsize, body-on-frame pickup and SUV are expected to build on this foundation and solidify Hyundai's position in the U.S. market. The introduction of these new vehicles is expected within the next couple of years, making it an exciting time for pickup and SUV enthusiasts in the United States.
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