Hyundai US Dealers Association President: "The All-New Tucson Will Be an Original Model in the US Compact SUV Market"

Interview with Jeff Rosen, President of the Hyundai Motor America Dealers Association

"Santa Fe EREV...A Bridge in the Transition to Electrification"

"Strengths in Supply Chain Stability and Price Competitiveness from Local Production"

Hyundai Motor Company is strengthening its competitiveness in the U.S. market by expanding its new vehicle and electrified lineups. Following the launch of "The All New Tucson" this year, the company plans to target American consumers seeking a diverse range of powertrains by introducing the Santa Fe EREV (Extended Range Electric Vehicle) in the first half of next year.

On October 4 (local time) in New York, Jeff Rosen, President of the Hyundai Motor America Dealers Association, stated, "Hyundai has made remarkable advancements in design, technology, and electrification," adding, "With new models such as the all-new Tucson and Santa Fe EREV, our competitiveness in the U.S. market will be further enhanced."

President Rosen leads the Rosen Automotive Group in the Milwaukee area of Wisconsin. With more than 30 years of experience in the automotive distribution and sales industry, he currently serves as the chairman of the Hyundai Motor America Dealers Association, representing Hyundai dealers across the United States.

Jeff Rosen, President of Hyundai Motor America's Dealer Association. Hyundai Motor Company

"The All-New Tucson: An Original Model for the Compact SUV Market"

For the fifth-generation, fully redesigned Tucson—introduced for the first time in six years—Hyundai Motor has emphasized a robust image by adopting the "Art of Steel" design. By increasing the vehicle’s dimensions, Hyundai has secured a class-leading spacious interior, while enhancing performance and efficiency with both the 1.6 turbo gasoline and hybrid powertrains. Advanced safety and convenience features have been further improved, and the next-generation infotainment system "Pleaos Connect" has been installed for the first time in a Hyundai SUV.

President Rosen commented on the new Tucson, saying, "This vehicle represents the boldest and most innovative direction in the model’s history and will be one of the most original models in the U.S. compact SUV market."

He added, "The enduring popularity of the Tucson in the U.S. comes from its fresh exterior and interior design, as well as continual incorporation of cutting-edge technology." He continued, "It also offers practicality and space to satisfy the needs of a wide variety of customers."

Regarding the design of the new Tucson, he explained, "The vehicle incorporates new elements such as curved interior materials, high-resolution H-Edge lighting, deep-drawing steel body panels, and a clamshell hood. Through bold proportions, a novel lighting theme, and intricate steel sculptures, the new Tucson delivers a differentiated style."

Photo of Hyundai Motor Company CEO Jose Munoz posing next to the new Tucson at the "The All New Tucson World Premiere" held at Sound River Studio in New York, USA. Hyundai Motor Company

"Santa Fe EREV: A Bridge Toward Electrification"

Looking at the Santa Fe EREV, slated for release in the first half of next year, President Rosen evaluated it as a model capable of supporting both sales expansion and the electrification transition in the U.S. market. As Hyundai's first EREV model, it will be equipped with high-performance batteries and motors, aiming to offer driving performance akin to a pure electric vehicle with a target range exceeding 600 miles (approximately 960 km).

President Rosen stated, "The Santa Fe EREV has considerable potential to contribute significantly to Hyundai's sales growth and competitiveness in the U.S. market," adding, "During the shift to complete electrification, it will serve as a bridge."

He also highlighted supply chain stability and price competitiveness due to local production. He said, "With less than half the battery pack size of comparable pure EVs, we can achieve long range and strong performance, reducing production costs. Since it will be manufactured in the U.S., we can secure a stable supply chain and potentially meet the requirements for federal EV tax incentives," he explained.

Currently, among Hyundai models in the U.S., the Palisade is cited as the most popular.

President Rosen remarked, "The 2026 All-New Palisade is the most preferred model by customers and is among the best-selling SUVs, offering a range of choices including internal combustion, hybrid, and XRT variants to meet the diverse needs of customers."

Hyundai Santa Fe driving on a street in New York, USA. New York, USA—Photo by Seungjin Lee

Hybrid Sales Up 54%..."Diverse Electrified Options Needed"

With demand for hybrid vehicles surging rapidly in the U.S., Hyundai’s own hybrid sales have also seen an increase. From January to September this year, Hyundai's U.S. hybrid sales rose by 54% year-on-year, accounting for 27% of total unit sales. The share of electrified models—including hybrids and electric vehicles—reached 33%.

President Rosen said, "Hyundai is boosting its competitiveness by combining a rapidly expanding electrified lineup, outstanding driving performance, and advanced technologies." He added, "Technology, driving experience, and reasonable maintenance costs will create opportunities for long-term growth."

He also pointed to the next-generation hybrid system "TMED-II" as a future competitive advantage. "TMED-II has improved fuel efficiency by 4.3% while also enhancing performance. It is scheduled to be installed in upcoming rear-wheel-drive luxury models," he explained.

However, President Rosen projected that the electrification transition will not happen rapidly centered on a single powertrain. "Electrification remains a core future strategy, but the transition will not proceed linearly," he said. "It is important to offer customers a choice of segments, price ranges, powertrains, and advanced technologies so they can select a vehicle suited to their needs and circumstances," he noted.

Exterior view of Rosen Hyundai Greenfield dealership in Wisconsin, USA. Hyundai Motor Company

"Hyundai: From Value-for-Money to Mainstream Brand"

President Rosen assessed that American consumer perceptions of Hyundai have changed drastically compared to the past. Over the past five years, Hyundai has been the third-fastest-growing mass-market brand in the U.S., with sales per dealer partner rising by 60% over the same period. More than 500 dealers have completed facility upgrades, and 74% of all dealerships now operate dedicated Hyundai showrooms.

He stated, "Hyundai has made remarkable progress in areas like design, technology, and electrification. Now, the challenge lies in linking product competitiveness to even stronger brand perception."

He continued, "Hyundai's objective is to establish itself as a modern and innovative mainstream brand that earns recognition for value not just as a ‘value-for-money brand,’ but through product strengths, customer experience, and long-term trust."

He also explained that U.S. car buyers’ standards are shifting from a focus on price to a more comprehensive consideration of total cost of ownership, safety, and convenience.

President Rosen said, "Amid economic uncertainty, consumers are evaluating total ownership costs—including purchase price, maintenance costs, repair costs, fuel efficiency, and projected durability—in addition to vehicle prices. Reliability, safety, connectivity, and a convenient purchase experience are also important factors," he stated.

Regarding policy changes such as EV tax credits, he emphasized that offering consumers a diverse range of options, rather than relying on a single powertrain, is key.

He said, "Alongside pure electric vehicles, Hyundai's direction is to offer hybrids, plug-in hybrids, and high-efficiency internal combustion vehicles to meet customers' real-life needs and expectations."

This content was produced with the assistance of AI translation services.