During an investor presentation in New York, Hyundai officially announced its strategy to aggressively target the lucrative American pickup truck market. José Muñoz, the group’s CEO, confirmed the development of a new body-on-frame model expected to arrive before 2030.
A Multi-Vector Strategy to Conquer the US Market
“Pickup trucks represent an opportunity we are ready to seize,” stated José Muñoz. “The midsize truck segment is one of the largest and most profitable in the industry. Since the launch of the Santa Cruz in 2021, we have gained valuable experience and a presence in this segment.”
Hyundai’s plan doesn’t stop at just a pickup. The Korean manufacturer also plans to develop an SUV variant on the same body-on-frame technical platform, a robust architecture preferred for off-road and utility vehicles.
A Dedicated Platform to Compete with American Giants
This year seems to rule out the possibility of a partnership with General Motors for this specific project. While an agreement was signed last year to explore joint developments, this new pickup intended for the American market will likely be developed in-house on a platform 100% owned by Hyundai.
This positioning will allow Hyundai to offer a vehicle capable of directly competing with segment benchmarks like the Toyota 4Runner, Jeep Wrangler, or Ford Bronco.
Beyond the Santa Cruz: The Ambition for a “True” Pickup
Until now, Hyundai’s pickup offering was limited to the Santa Cruz. Although it is a competent vehicle, it shared its technical base with a unibody crossover, limiting its off-road and utility capabilities.
The new body-on-frame chassis therefore represents a quantum leap for the brand. It opens the door to an entire family of robust vehicles, which could eventually include larger pickups and premium off-road SUVs, potentially even under the Genesis brand.
The arrival of this new Hyundai body-on-frame pickup is scheduled for before 2030, marking a bold new step in the manufacturer’s expansion on American soil.