Hyundai is working on a family of body-on-frame models that was previewed by the Crater and Boulder concepts.
A truck will also be part of this family of models, which will be manufactured in Georgia.
The company believes these models could be exported to other world markets.
Over the decades, Hyundai has entered most of the automotive market categories in North America, but it has never challenged the Big 3 American automakers at what they do best: body-on-frame trucks and SUVs.
This could soon change, however, as the Korean automaker is currently working on a family of body-on-frame models that were previewed by the Boulder and Crater concepts revealed at the latest editions of the New York and Los Angeles auto shows.
While both of these models were rugged-looking SUVs, a truck concept will be revealed at the next edition of the New York Auto Show.
In fact, the production version of this mid-size pickup truck will be the first model of this family to reach the market in 2029.
We don’t know yet what kind of powertrain these models will have, which leaves the door wide open for gasoline, hybrid, plug-in hybrid, or full electric powertrains, all of which Hyundai currently offers in North America.
Hyundai Crater Concept | Photo: HyundaiGiven that Honda and Nissan are both working on rugged SUVs to be powered by new V6 hybrid powertrains, Hyundai might opt for a similar strategy, but it is still too early to tell.
We don’t yet know if Kia and Genesis will develop their own models based on the ladder frame platform either, but it seems likely that they will.
As we understand it, however, all Korean body-on-frame models for the North American market will be assembled in the same Georgia factory, regardless of the brand.
This means the factory should be quite busy, as the company has already hinted at exporting these models to other world markets where large, rugged trucks and SUVs could prove popular. The facility will add about 500,000 units of production capacity to prepare for their arrival.
If all goes to plan, Hyundai’s Georgia factory will therefore become a large export hub for the company, with vehicles being delivered all across the world.
The company is planning for a significant 35% increase in global sales by 2030, with half of that additional volume coming from new markets Hyundai isn’t currently present in, such as body-on-frame trucks and SUVs.
Since these types of vehicles are usually very profitable for their makers, Hyundai expects its operating profit margin to climb from 6.2% last year to more than 9% in 2030.
Our first look at Hyundai’s vision for a rugged mid-size truck will come at the end of March 2027, when the first concept is unveiled in New York.
Source: Automotive News
