Hyundai's Body-on-Frame Truck set for US launch by 2030, with an SUV potentially following suit
Hyundai is gearing up for a significant expansion in the American market, as the South Korean automaker announced plans to introduce a new midsize pickup truck by the end of the decade.
During an investor presentation in New York City, José Muñoz, Hyundai's CEO, revealed that the company is planning to launch a new body-on-frame model to broaden their truck portfolio. This move aims to connect directly with customers at the heart of the US market, where the midsize truck segment is one of the largest and most profitable in the industry.
The upcoming Hyundai pickup truck is expected to be a wholly-owned platform and vehicle for the U.S. market, potentially competing with rivals like the Ford Ranger. While the official name of this pickup or any potential SUV variant has not been announced yet, there is a strong possibility for an SUV spinoff version.
Hyundai's expansion plans also include the development of a larger pickup and premium off-road SUVs using the new platform. Intriguingly, the Genesis brand might build its own take on a Geländewagen with this new platform.
The only example of a Hyundai pickup truck currently is the Santa Cruz, which shares its fundamental underpinnings with a small unibody crossover. However, the new midsize pickup truck from Hyundai, set to debut before 2030, will be a body-on-frame model, offering improved off-road capabilities and a more traditional truck feel.
The new midsize body-on-frame platform could expand Hyundai's reach to other truck-y segments, potentially positioning the brand to compete with the Toyota 4Runner, Jeep Wrangler, and Ford Bronco.
It's worth noting that Hyundai's electrification efforts were also mentioned in the presentation, but no specific details were provided. The company's electrification plans may play a role in future developments, but for now, the focus is on expanding Hyundai's presence in the truck market.
As part of their multi-pronged body-on-frame offensive, Hyundai is likely to develop the new pickup truck as a separate project, despite a previous partnership with GM for joint development opportunities. The company has gained valuable experience and brand presence in the midsize truck segment since launching the Santa Cruz in 2021, and they are now ready to take their truck offerings to the next level.
In summary, Hyundai's plans for the U.S. market include the launch of a new midsize pickup truck by the end of the decade, with a potential SUV spinoff. The new body-on-frame model may also pave the way for larger pickups and premium off-road SUVs, potentially positioning Hyundai to compete with some of the most iconic names in the truck and SUV segments.
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