Hyundai Has Big Plans For The US

But, some are wondering if the plans are too big. After all, having a 58-vehicle lineup may be a lot.

Author

Bernardo Montes de Oca
September 01, 2026

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Four Wheel Trends Automotive Newsletter
Issue #213

​Today, we’re discussing how Hyundai plans to position itself as one of America’s biggest automakers. It’s building on an impressive performance, but is it being too ambitious?

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In The Know

Hyundai Promises Big Plans For The US

​2025 was an excellent year for Hyundai in the US. It sold slightly more than 900,000 units, including almost 235,000 Tucson compact SUVs. It was its fifth straight record-setting year, and the company showed no signs of slowing down. You can read the entire lineup breakdown here.

This year has been no different. The company is on pace to beat last year’s performance. So, it came as a surprise to hear that the Korean automaker has big plans for the US, as this article explains. What could be bigger than breaking records for five years straight?

Well, a lot.

Hyundai intends to introduce 58 new models in North America by 2030. That’s right, 58!

Let’s suppose this will include the luxury division (Genesis) and sport division (N lineup); that’s still nearly double what a large company like Stellantis offers, and Stellantis has more than 14 brands.

What’s even more fascinating about this strategy is that Hyundai is betting big on hybrids in the US, as seen here, at a time when the US is moving away from electrified vehicles in general.

Here’s why this could be a risk for US automakers.

Granted, although Hyundai believes hybrids will be a big part of its lineup, it’s also coming up with exciting proposals that have raised many eyebrows. This article shows what could be the next Bronco-killer: a ladder-frame chassis offering both an SUV and a pickup truck. I have to say, I love its looks.

At the same time, it’s hard for me to imagine Hyundai cementing itself as an offroading brand. But, then again, anything can happen.

It’s all about momentum for Hyundai. This article explains how the company has had such a good year that they’ve had to push the production of its luxury brand, Genesis, back to South Korea. It’s a sound strategy, as the Alabama plant produces some of the company’s best-selling vehicles.

Speaking of Genesis, this company has every intention of taking on Lincoln, Lexus, and Cadillac. Its latest proposal is the GV90, and it looks astounding.

Plus, Genesis revamped the G70’s engine, ditching a lovely 3.3L V6 that put out 365 hp. By the way, this article highlights how this move could spell the end of the V6.

If the past years have proven anything, it’s that people like the brand and are willing to overlook its past reliability issues. After all, it ranks 12th in reliability, according to JD Power, which places just above industry standards.

There’s no denying that Hyundai’s gamble is big, and that’s the problem. It may be too big.