Hyundai Truck with Body-on-Frame Design set for US Debut by 2030, Probable Arrival of SUV Model Follows Next
Hyundai and Ford are set to shake up the automotive landscape in the United States with their ambitious plans to develop new trucks and SUVs.
In a significant move, Hyundai announced its intentions to launch a midsize pickup truck and a potential SUV variant within the decade. This multi-pronged body-on-frame offensive is part of Hyundai's strategy to broaden its reach and connect directly with customers at the heart of the U.S. market.
Jose Munoz, CEO of Hyundai, made this announcement during an investor presentation in New York City. Hyundai's expansion aims to capitalise on the lucrative midsize truck segment, which the company believes is one of the largest and most profitable in the industry.
Hyundai's upcoming midsize, body-on-frame model may compete with vehicles like the Toyota 4Runner, Jeep Wrangler, and Ford Bronco. The company has gained valuable experience and brand presence in the midsize truck segment with the launch of the Santa Cruz in 2021, but the upcoming model is not expected to be based on the Santa Cruz platform. Instead, it is anticipated to be based on a wholly-owned Hyundai platform.
Meanwhile, Ford is also planning to bring a new, large truck platform to the US market within the decade. This platform could include both a midsize pickup and an SUV variant. Ford's move comes as the pickup truck segment presents a white-space opportunity that Hyundai is also ready to capture.
The current offerings from both Hyundai and Ford, such as the Santa Cruz and the Ford Maverick, face limitations due to sharing their underpinnings with small unibody crossovers. However, the upcoming models are expected to be more robust, offering a practical pickup experience and potential SUV counterparts.
Hyundai's electrification efforts were discussed during the investor presentation, but specific details about them were not provided. The company is also reportedly considering building its own take on a Geländewagen (Porsche Cayenne) by the middle of the next decade, under its luxury division Genesis.
These developments signal a competitive and exciting time for the truck and SUV market in the United States. As both Hyundai and Ford gear up to launch their new models, customers can look forward to a wider range of options and innovative designs.
