Hyundai Plots Body-on-Frame Pickup and Maybe an SUV to Chase the Toyota 4Runner

Hyundai will probably build a tough SUV based on its future mid-size body-on-frame pickup truck.

• The model is expected to arrive on the market after 2030.
• It will likely feature a hybrid powertrain.
• It is aimed directly at the Toyota 4Runner, Jeep Wrangler, and Ford Bronco.

Hyundai is setting its sights on one of the most fiercely loyal segments in North America. Speaking in New York, CEO José Muñoz confirmed that the automaker is developing a mid-size, body-on-frame pickup truck for the North American market, targeted for launch by 2030. He also hinted at “potential” for a body-on-frame SUV on the same architecture meaning Hyundai could soon challenge some of the most established off-roaders on American soil.

“This expansion allows us to broaden our reach and connect with customers at the heart of the U.S. market,” Muñoz said.

The Benchmark: Toyota, Ford, Jeep

Toyota currently rules the mid-size, body-on-frame segment with models such as the 4Runner, Land Cruiser, and Lexus GX. Ford has the reborn Bronco, while Jeep continues to ride the strength of the Wrangler. Rumours persist that Nissan may revive its Xterra, adding even more competition.

A Tougher Playground

Hyundai is no stranger to SUVs in America, it has sold them for decades and even entered the pickup market in 2021 with the Tucson-based Santa Cruz. But the upcoming body-on-frame truck marks a leap into a new arena, one where rivals pour billions into engineering and marketing. These are products designed to carry heritage and command high profits, especially in the U.S.

Adding another wrinkle, Hyundai recently announced a joint effort with GM to develop trucks and SUVs for Latin America. However, Muñoz stressed that this American-bound pickup (and potential SUV) will be developed in-house. Electrification is also part of the plan, with the CEO confirming the truck will be electrified, likely in hybrid form. It is not yet known whether Hyundai will use the Kia Tasman, a body-on-frame pickup, as the basis to build its own pickup and future SUV.

Kia Debuts Tasman Pickup with Versatile Design and Advanced Technology

Chasing Profits and Loyalty

Body-on-frame vehicles are not only popular with buyers but also extremely profitable for automakers. Hyundai, which has steadily climbed into the top tier of mainstream brands in North America, now believes it has the confidence, and the resources, to go head-to-head with entrenched players like Toyota, Ford, and Jeep.