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Hyundai eyes U.S. pickup market with Boulder
concept
By Byun
Hye-jin, The Korea Herald - Hyundai Motor Company and Kia unveiled a midsized
pickup concept and a new Seltos SUV at the New York International Auto Show on
Wednesday, signaling a stronger push into higher-margin utility vehicles in the
key North American market.
Unveiled at
the Jacob Javits Convention Center, Hyundai’s Boulder pickup concept highlights
the automaker’s ambition to enter the US pickup segment — long dominated by
domestic brands — with a purpose-built, body-on-frame model favored for
durability and off-road performance. Named after Boulder, Colorado, the concept
emphasizes rugged design and utility-focused engineering.
CEO Jose Munoz
called it a “direct response to local demand,” adding that Hyundai will
leverage its full capabilities to compete in the segment as it looks to boost
profitability and expand its US presence.
Hyundai said
the debut reflects its broader evolution in the US since entering the market in
1986, with sustained growth driven by improved quality and a diversified
lineup. The company posted record US sales last year and remains on track to
extend its streak of annual retail growth, North America CEO Randy Parker said.
Alongside
combustion-engine trucks, Hyundai highlighted its electrification strategy,
targeting 18 hybrid models globally by 2030 and planning to introduce
extended-range electric vehicles as early as next year.
Separately,
Hyundai reaffirmed its partnership with FIFA, outlining support plans for the
2026 World Cup with around 1,000 passenger vehicles and 500 buses, alongside
robotics showcases including Spot and Atlas.
Kia presented
its North American growth strategy with the debut of the all-new Seltos SUV, a
core global model. The lineup will add hybrid variants to existing gasoline
models to meet rising demand for fuel efficiency.
The company
also showcased the EV3, a compact, affordable electric SUV making its market
debut, expected to support broader EV adoption in the region.
In addition,
Kia introduced the PV5 Wheelchair Accessible Vehicle concept, developed with
BraunAbility. Built on its Platform Beyond Vehicle architecture, the model
features a low-floor design to improve accessibility for passengers with
limited mobility.
Kia sold more
than 850,000 vehicles in the US last year, marking a third consecutive annual
record, according to Eric Watson, vice president of sales operations.
