From the Palisade to the Tucson… U.S. Dealer Association President: “Hyundai’s Momentum Continues”

It is being evaluated that Hyundai Motor has established itself as a mainstream brand recognized for its quality and technological capabilities, moving beyond its image as a “value-for-money brand” in the United States. The explanation is that expanding demand for HYBE-Ride vehicles and new SUV (Sport Utility Vehicle) models such as the Palisade and Tucson are driving sales.

Jeff Rosen, President of the Hyundai Motor U.S. Dealers Association, stated in a written interview with Hyundai Motor’s U.S. press corps on the 5th, “Hyundai is the third-fastest growing mass market brand in the United States over the past five years,” adding, “Customers are becoming more deeply aware that Hyundai provides innovation and advanced technology at reasonable prices.” Rosen serves as President and CEO (Chief Executive Officer) of Rosen Automotive Group, a Wisconsin-based automotive sales group, and has been involved in the automotive distribution industry for more than 30 years.

Rosen pointed out that HYBE-Ride has become mainstream in the U.S. market. He said, “Due to economic uncertainty, consumers are carefully scrutinizing monthly payments, fuel efficiency, and total cost of ownership (TCO),” noting, “The most notable point is how quickly they are adopting HYBE-Ride.”

In fact, Hyundai Motor’s U.S. HYBE-Ride sales from January to September this year increased by 54% compared to the previous year, accounting for 27% of total sales. The share of electrified models, including electric vehicles, is 33%. The Palisade, which added a HYBE-Ride model last year, was cited by Rosen as the most popular vehicle. Hyundai Motor has developed the next-generation HYBE-Ride system “TMED-II,” which improves fuel efficiency by 4.3%, and plans to unveil more than 18 HYBE-Ride models in global markets by 2030.

Expectations for the new Tucson were also revealed. Hyundai Motor unveiled the fifth-generation Tucson model in New York on the 1st (local time). The Tucson has sold more than 11.1 million units worldwide to date and has maintained the top spot in Hyundai Motor’s sales by vehicle model for five consecutive years since 2021. Starting with the Tucson, Hyundai Motor plans to launch more than 100 new and facelifted models globally by 2030. When asked by reporters about the sales target for the Tucson, President Jose Munoz replied, “There is no limit,” stating, “Dealers are requesting that we allocate more inventory every morning.”

Rosen said, “The Tucson is supported by a wide range of customers, from young people to families with growing children and retired couples,” adding, “It strikes an attractive balance between power, off-road performance, on-road handling, and fuel efficiency.” He further stated, “It presents the most bold and new direction in model history,” noting, “It will stand as one of the original vehicles in the compact SUV market.”

The Santa Fe EREV (Extended Range Electric Vehicle), scheduled for release next year, is also expected to contribute to sales expansion. By applying a self-developed battery, it achieves a driving range of over 600 miles (approximately 960 km) with less than half the capacity compared to similar electric vehicles, allowing production costs to be lowered.

Regarding the end of the electric vehicle tax credit, he explained, “Carbon emission reduction is not determined by a single regulation or subsidy policy alone,” adding, “It depends on creating practical and reasonably priced vehicles that customers can choose for themselves.”

Concerning U.S. electric vehicle demand, while acknowledging that “it is true that the adoption rate of electric vehicles is generally higher in western states,” he predicted, “As charging accessibility improves and consumers become more accustomed to the technology, the electric vehicle adoption rate will steadily rise in the eastern market as well.”