Hyundai Pledges To Put America First, Promises New Body-on-Frame Pickup

Hyundai sees the U.S. as its largest growth opportunity and plans to produce more than 80% of U.S.-sold vehicles locally by 2030, up from roughly 40% today.

The South Korean automaker laid out the details ahead of its CEO Investor Day in New York. The company admitted near-term pain—trimming its 2025 operating profit margin forecast from 7–8 percent down to 6–7 percent, citing the cost impact of U.S. tariffs. Longer term, Hyundai expects those margins to climb back to 7–8 percent by 2027 and 8–9 percent by 2030, thanks to deeper localization and a wider product portfolio.

“This isn’t just about tariff mitigation,” said Hyundai CEO José Muñoz. “It is about building the most advanced, efficient manufacturing ecosystem in the automotive industry.”

A big piece of the plan is Hyundai’s $7.6 billion factory complex in Georgia. Capacity there will scale to 500,000 units annually by 2028, with production spanning ten hybrid and electric models. The company says its global lineup of hybrids will grow to more than 18 models by 2030.

The announcement is colored by strained U.S.–Korea relations after the fallout from ICE's raid on Hyundai's Georgia facility earlier this month. South Korea is investigating possible human rights violations. Muñoz emphasized the need for cooperation on short-term work travel for skilled engineers, saying such policies will be “mutually beneficial” for both nations.

But the real headline-grabber is Hyundai’s confirmation that it will launch its first real mid-size pickup for North America before 2030. Positioned above the compact, unibody Santa Cruz. The proposed pickup would drop Hyundai into direct competition with the likes of the Toyota Tacoma, Ford Ranger, and Chevrolet Colorado.

Muñoz went so far as to confirm the upcoming truck would use a body-on-frame platform and could also support a spinoff SUV variant that could use the Palisade's 329-hp hybrid powertrain. It's possible the new truck could share some of its bones with the global market Kia Tasman, but we're straying into the realm of speculation now.

[Images: Hyundai]

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