Hyundai US dealer chief points to new Tucson, Santa Fe EREV for US growth

Jeff Rosen, chairman of Hyundai's US dealer association and CEO of Wisconsin-based dealer group Rosen Automotive Group, said Hyundai's goal in the United States is to be recognised as a leading mainstream brand. In an interview with Korean media, he said that means being valued for product competitiveness, the quality of the customer experience and long-term trust rather than being seen as a value-for-money brand, Chosun Ilbo and Seoul Economic Daily reported. He described Hyundai as the third-fastest-growing mass brand in the United States over the past five years and said it has made strides in design, technology and electrification. [ 1 , 2 , 3 ]

Hyundai unveiled the fifth-generation, fully redesigned Tucson globally in New York on October 1 and plans to launch it in North America early next year, Seoul Economic Daily reported. The model, the first full change in six years, uses an “Art of Steel” design, a larger body for class-leading space, 1.6-litre turbo gasoline and hybrid powertrains, and Hyundai's next-generation “Pleos Connect” infotainment system, the first in a Hyundai SUV, Asia Economy reported. Seoul Economic Daily said the Tucson has reached 10 million cumulative global sales in 22 years since its 2004 launch and sold 23,164 units in the United States last month, up 31.8% from a year earlier. [ 1 , 3 ]

Rosen said the new Tucson “presents the boldest and newest direction in the model's history” and will be one of the most distinctive models in the US compact SUV segment, according to Asia Economy. He said customers who want a car that adds style and character to daily life will respond well to it, Seoul Economic Daily reported. [ 1 , 3 ]

On the Santa Fe EREV, due in North America in the first half of next year, Rosen said the extended-range electric vehicle has the potential to contribute substantially to Hyundai's sales growth and competitiveness and will act as a bridge toward full electrification. Asia Economy reported that Hyundai's first EREV targets a range of more than 600 miles (about 960 km) with a high-performance battery and motor. Rosen said the model needs less than half the battery pack of a comparable battery electric vehicle, cutting production costs and giving it a price advantage over rival mid-size SUVs, according to Seoul Economic Daily. Asia Economy also reported that US production supports supply chain stability and gives the model a possibility of meeting federal electric vehicle tax credit requirements. [ 1 , 3 ]

Rosen said the Palisade is Hyundai's most popular model in the United States, with the 2026 model offered in internal combustion, hybrid and XRT variants. Hyundai's US hybrid sales in the first nine months of this year rose 54% from a year earlier and accounted for 27% of its US sales, with hybrid and electric models together at 33%, Asia Economy reported. [ 1 ]

The outlets differed on how the interview took place. Asia Economy said it met Rosen in New York on October 4. Chosun Ilbo and Seoul Economic Daily said he gave a written interview to Korean media on October 2. [ 1 , 2 , 3 ]