On October 2, near the Hudson Yards subway station in Manhattan, New York, a fourth-generation Hyundai Tucson was spotted navigating the streets. As the traffic light turned green, the driver confidently crossed the intersection.
Hyundai vehicles were frequently seen among global automakers like General Motors, Toyota, and Mercedes-Benz in New York. From major tourist attractions like the Empire State Building and Times Square to highways leading to John F. Kennedy International Airport, cars bearing the Hyundai logo were prominently on display.
The Tucson was particularly noticeable, with a range of models from over a decade old to more recent versions. Since its U.S. debut in 2004, the Tucson has steadily increased its sales by emphasizing practicality and recreational use. Last month, 23,164 units were sold, marking a 31.8% increase from the previous year. Cumulatively, sales for the third quarter reached 64,075 units. Its moderate size, spacious interior, appealing design, driving performance, fuel efficiency, and competitive pricing have made it a popular choice among American consumers.
In fact, the Tucson's competitiveness is highly regarded in the U.S. market. Jeff Rosen, president of the Hyundai Dealer Association in the U.S., stated, "Hyundai has been the third fastest-growing mainstream brand in the U.S. over the past five years," highlighting the Tucson's popularity and Hyundai's evolving status in the country.
Rosen noted, "Sales per Hyundai dealer partner have increased by 60% over the past five years," adding that more than 500 dealers have upgraded their facilities, with 74% now operating as dedicated Hyundai stores, enhancing consumer engagement.
He attributed the Tucson's long-standing popularity in the U.S. to continuous innovation in design and technology, practical space, and a broad customer base. The vehicle appeals to a wide range of consumers, from young individuals to families with growing children and retirees, and is praised for its balance of power, off-road capability, on-road handling, and fuel efficiency.
On October 1, the fifth-generation Tucson was unveiled in New York, showcasing new design elements such as high-resolution H-edge lighting and a clamshell hood. Rosen expressed confidence that this new Tucson would resonate with customers seeking innovative designs that add style and personality to their daily driving experience.
As the U.S. automotive policy environment shifts, including reductions in electric vehicle tax credits, the demand for hybrid vehicles is expected to rise. Indeed, Hyundai's hybrid sales in the U.S. from January to September this year increased by 54% compared to the same period last year, accounting for 27% of total sales. This growth is largely driven by models like the Palisade and Elantra. The share of electrified models, including hybrids and pure electric vehicles (EVs), has risen to 33%. Hyundai plans to expand its eco-friendly vehicle options in the U.S. market with the launch of the Santa Fe extended-range electric vehicle (EREV) in the first half of next year.
Rosen concluded, "Our ultimate goal is for Hyundai to be recognized as more than just a value brand. We aim to contribute to Hyundai's emergence as a mainstream brand through product competitiveness, quality customer experiences, and long-term trust."
* This article has been translated by AI.
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