Hyundai Prepares to Enter the Pickup Truck Market: Ambitious Plans and Fierce Competition Ahead

After years of anticipation and speculation, Hyundai has officially confirmed its intention to launch an all-new pickup truck, marking its entry into one of the most competitive sectors in the automotive world. This announcement came from Hyundai Australia’s new CEO, Don Romano, who revealed the company’s future plans in a recent interview with local media, indicating that the project is now under serious consideration and the truck is expected to see the light before the end of this decade.

Background: Why Now?

Hyundai has long been closely monitoring the pickup truck market, especially after its sister company Kia achieved great success with the recent launch of the Tasman pickup. This success prompted Hyundai to seriously consider having its own contender in this segment, particularly in markets like Australia, where pickup trucks are extremely popular and among the best-selling vehicle categories.

While some expected Hyundai to follow Kia’s lead by developing its own version of the Tasman in collaboration with Kia, Romano’s statements made it clear that the company has not yet made a final decision regarding the platform or the type of truck it wants to develop, leaving several scenarios open.

The Technical Challenge: New Platform or GM Partnership?

One of the key questions surrounding Hyundai’s new project is what type of chassis and platform the truck will use. While the Tasman relies on a body-on-frame platform, which offers high durability and the ability to handle tough tasks, Hyundai has yet to decide whether it will take the same approach or create an entirely new platform.

Another option is to leverage its strategic partnership with American giant General Motors. Hyundai and GM began collaborating in 2024 to develop new vehicles, and it is possible that Hyundai could use a Chevrolet truck platform to speed up development and deliver a competitive product more quickly. Romano confirmed that this option is under consideration and that the company wants to explore all available alternatives to ensure the best possible outcome.

Engine Options: Electric or Diesel?

With the global rise of electric vehicles, there is growing speculation about whether Hyundai’s new pickup will be fully electric or offered with traditional engines such as diesel or gasoline. While Hyundai already has advanced electric platforms capable of supporting pickup trucks, demand for electric pickups in Australia remains relatively limited compared to diesel, suggesting the company may initially focus on traditional engines, with the possibility of introducing an electric version in the future.

Intense Competition in a Crowded Market

Hyundai’s new pickup is expected to compete with well-known models like the Ford Ranger, Toyota Hilux, and Isuzu D-Max—established names in the pickup market renowned for reliability and performance. Hyundai recognizes that entering this market requires delivering a product that combines durability, technology, competitive pricing, and strong after-sales support.

Hyundai’s Vision: Ambitions Beyond Australia

Although the Australian market is the main driver for this project, Hyundai aims for this model to have a global presence, especially in South America, the Middle East, and Africa, where the demand for strong, versatile vehicles is growing.

Timeline and Future Expectations

Hyundai has not yet set an official launch date for the truck, but Romano’s statements indicate the company aims to move into the planning and production phase within three years, with a focus on preparing the dealer network and technical support services to ensure a successful launch.

Hyundai’s entry into the world of pickup trucks represents a bold strategic move that reflects the company’s ambition to expand and compete with the major players in one of the most dynamic sectors. While technical details are still under study, it is certain that Hyundai will strive to deliver a truck that combines innovation, durability, and modern technology to meet customer expectations worldwide. The coming days will reveal more details about this highly anticipated project, which could reshape the pickup truck market in the years ahead.