Hyundai Motor, Kia show strong commitment to US market at New York Auto Show

Hyundai Motor CEO José Muñoz, center, poses with Luc Donckerwolke, right, chief creative officer at the carmaker, and Lee Sang-yup, head of Hyundai Motor and Genesis Design Center, after winning the 2025 World Car of the Year for the fourth consecutive yearp, on the sidelines of the New York Auto Show, Wednesday (local time). Courtesy of Hyundai Motor

Hyundai Motor and Kia displayed their firm commitment to expanding their presence in the United States by setting up the largest booth at the New York Auto Show, showcasing their strategic vehicles — including the Palisade SUV and a string of their flagship electric vehicles (EVs) — for the world’s largest economy.

The second generation of Hyundai Motor's Palisade made its debut in the U.S. with two powertrains — hybrids and turbocharged gasoline engines, Wednesday (local time). The carmaker unveiled the redesigned version of the SUV for the first time in six years in the U.S.

Hyundai Motor hopes to boost sales for the hybrid version of the vehicle, as it is equipped with diverse cutting-edge technologies in areas such as driving safety, handling and braking performance, the company said.

Along with the Palisade SUV, the carmaker set a renewed plan to launch 21 EV models until 2030. It also said the lineup for hybrids will expand to 14 models on the same timeline, according to Hyundai Motor CEO José Muñoz.

He expressed the carmaker’s grand vision to attain EV sales of 2 million in the U.S. until the same year.

The 2025 Palisade hybrid SUV is unveiled at the New York Auto Show, Wednesday. UPI-Yonhap

The target sales will be driven by the carmaker’s flagship IONIQ EVs — including the IONIQ 5, 6 and 9.

Muñoz also reiterated the carmaker’s determination not to hike prices due to the escalating tariff risk in the U.S. Earlier, he said the carmaker will freeze its prices until June 2.

This came in response to U.S. President Donald Trump’s imposition of a 25 percent tariff on car imports.

"The market determines auto prices," he told reporters during the fair.

He also shared the carmaker’s plan to tighten its competitiveness in the U.S., as evidenced by its recent $21 billion (31 trillion won) investment announcement in the U.S. to build production lines for cars, auto parts and steel until 2028.

Kia also showcased its full EV lineup on the sidelines of the fair. The carmaker unveiled its EV9 large EV Nightfall Edition, featuring a visually distinctive exterior.

The three-row electric SUV is the most profitable EV lineup of the carmaker. The EV9 Nightfall Edition comes with 20-inch gloss black wheels with a dark Kia emblem.

"This award-winning SUV continues to be a landmark win for the Kia brand, appealing to diverse audiences and offering families the ability to travel in both style and comfort for their everyday needs and adventures in a fully electrified way," said Steven Center, chief operating officer and executive vice president of Kia America.

The carmaker also unveiled its K4 hatchback for the first time on the sidelines of the fair.

Kia aims to maximize sales for hybrids and EVs in the U.S. market, focusing on its best-selling Sportage and Sorento SUVs.

Kia promotes a total of 21 vehicles during the exhibition.