Today in New York, Hyundai outlined its future plans. CEO José Muñoz confirmed that the automaker is working on a mid-size body-on-frame pickup truck for America, which will arrive by 2030. He also noted that there’s “potential” for a body-on-frame SUV riding on the same platform, which means Hyundai might be joining a segment Americans love. Muñoz explained:
‘This expansion allows us to broaden our reach and connect with customers at the heart of the US market.’
Toyota dominates the mid-size, body-on-frame segment in America with off-roaders like the 4Runner, Land Cruiser, and Lexus GX. Ford has the Bronco, and Jeep has the iconic Wrangler. There are even rumors that Nissan could revive the Xterra.
The full-size, body-on-frame SUV segment, meanwhile, is dominated by GM and Toyota, with Ford seeing success with the new Expedition, Nissan recently launching a new Armada and Infiniti QX80, and Jeep ambling along with the unpopular Wagoneer and Grand Wagoneer.
It’s unclear if Hyundai wants to make a mid-size body-on-frame SUV or go full-size and compete with the likes of the Chevy Tahoe. Given that this new SUV would share a base with the automaker’s upcoming mid-size pickup, we expect something closer to rival the 4Runner and Wrangler.
Photo by: Hyundai
In any case, it’ll head into a very competitive segment, as is the case with its coming mid-size truck. Hyundai has offered SUVs in America for decades, and the Tucson-based Santa Cruz pickup since 2021, but this is a different ballgame. These are products automakers pour tons of resources into.
Hyundai recently announced a collaboration with GM for trucks and SUVs for the Central and South American markets. But this US-bound truck and possible SUV will be a homegrown effort. Muñoz also said the truck would be electrified in some capacity, so it’s likely a hybrid.
Body-on-frame vehicles are extremely popular in the US and, crucially for automakers, extremely profitable. Hyundai has established itself as a major player here, and it’s got the confidence to go after very well-established competition.
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