Hyundai Shifts Gears: Plans Rugged Truck and SUV for American Tastes

Daily Car

26/02/2026

Hyundai has revealed that instead of adding another crossover to its lineup, the company is gearing up to deliver something many American drivers have been waiting for—a serious midsize pickup and potentially a rugged SUV to match. This strategic move would see Hyundai take on established players like Ford and Toyota in the highly competitive truck segment.

Key Takeaways

Hyundai confirms development of a robust midsize pickup, targeting the Ford Ranger and Toyota Tacoma segment.
The new truck will use a body-on-frame platform, signaling a commitment to heavy-duty performance and durability.
US dealerships are also pushing for an SUV based on the same platform, inspired by last year’s Crater concept.
Production is likely to occur in the United States, helping Hyundai avoid costly import tariffs and meet local demand.
Launch is anticipated before 2028, with future expansion across Hyundai Motor Group, involving potential Kia and Genesis models.

Hyundai’s Bold Entry Into the Pickup Segment

Instead of following trends and offering another crossover, Hyundai is taking a bold approach by developing a true midsize pickup truck. Unlike the current Santa Cruz, known for its lifestyle orientation, the upcoming truck is set to compete directly with the likes of the Ford Ranger and Toyota Tacoma—both renowned for their capability and loyal owner base. Hyundai’s decision to use a body-on-frame platform underscores intentions to build a vehicle that can withstand demanding work and off-road challenges.

Why Build in the US?

There is a practical side to Hyundai’s production strategy. Manufacturing the truck stateside nearly eliminates the effects of the 25-percent ‘chicken tax’ on imported light trucks, ensuring a competitive price for American buyers. This move also positions Hyundai to respond quickly to market trends and potentially export to other regions from the US.

The Challenge: Winning Over Truck Buyers

While the midsize pickup segment saw modest growth in recent years—660,000 sales in 2023, with Toyota’s Tacoma taking the lion’s share—the market is fiercely loyal. Swaying truck enthusiasts to a new Hyundai model will require delivering top performance, rugged reliability, and value. Hyundai will need to prove its credibility as a truck brand in a segment not typically open to newcomers.

SUV Potential: The Crater Concept and Beyond

Looking ahead, Hyundai could leverage its truck platform for more than pickups. US dealers are rallying for a production version of the Crater concept, previewed last year. A rugged SUV to rival icons like the Ford Bronco and Jeep Wrangler could help spread development costs and attract adventure-seeking customers.

Expanding Across the Group: Kia and Genesis Options

It’s not just Hyundai that stands to benefit. The same platform may underpin future Kia and Genesis models—a strategy that would maximize return on investment and offer varying levels of ruggedness and luxury across the Hyundai Motor Group. Recent sketches from Genesis suggest even a premium pickup or off-roader could be in the cards.

As Hyundai aims to redefine its image in America’s truck and SUV landscape, the stage is set for a dynamic shake-up by the end of the decade.

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