Hyundai Motor Company and Kia have announced a significant push into the North American utility vehicle market, unveiling a midsized pickup concept and the new Seltos SUV at the New York International Auto Show. The event, held Wednesday, showcased the automakers’ commitment to higher-margin vehicles in this crucial market.
The Hyundai Boulder pickup concept, revealed at the Jacob Javits Convention Center, signals the automaker’s ambition to compete in the U.S. pickup truck segment. This segment is currently dominated by domestic brands. The Boulder is a purpose-built, body-on-frame model, designed for durability and off-road capabilities. Named after Boulder, Colorado, the concept emphasizes a rugged design and utility-focused engineering.
CEO Jose Munoz described the Boulder as a “direct response to local demand,” stating that Hyundai will leverage its expertise to compete in the segment. This move aims to boost profitability and expand Hyundai’s presence in the United States.
Hyundai stated that this debut highlights the company’s evolution in the U.S. market since 1986. Sustained growth has been achieved through improved quality and a diversified vehicle lineup. The company reported record U.S. sales last year and is on track to continue its streak of annual retail growth, according to North America CEO Randy Parker.
In addition to combustion-engine vehicles, Hyundai emphasized its electrification strategy. The company plans to introduce 18 hybrid models globally by 2030 and launch extended-range electric vehicles as early as next year.
Furthermore, Hyundai reaffirmed its partnership with FIFA, outlining support plans for the 2026 World Cup. This includes providing approximately 1,000 passenger vehicles and 500 buses, along with showcasing robotics innovations, including Spot and Atlas.
Kia presented its North American growth strategy with the unveiling of the all-new Seltos SUV, a key global model. The lineup will expand to include hybrid variants alongside existing gasoline models to address the increasing demand for fuel efficiency.
The company also showcased the EV3, a compact, affordable electric SUV, set to make its market debut. This vehicle is expected to support wider EV adoption in the region.
Additionally, Kia introduced the PV5 Wheelchair Accessible Vehicle concept, developed in collaboration with BraunAbility. This model, built on the Platform Beyond Vehicle architecture, features a low-floor design to enhance accessibility for passengers with mobility challenges.
According to Eric Watson, vice president of sales operations, Kia sold over 850,000 vehicles in the U.S. last year, marking its third consecutive annual sales record.
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