Hyundai will launch passenger cars, SUVs, trucks and commercial vehicles.
Genesis plans to launch an SUV and a passenger car.
Both brands are working on additional trim levels and model derivatives.
The Boulder body-on-frame concept we saw this week at the 2026 New York Auto Show is just the tip of the iceberg for a broader product onslaught. Hyundai will launch 36 new or updated models in North America between now and the end of 2030. In a letter to shareholders, CEO José Muñoz said the next-generation Elantra and Tucson will debut in South Korea this year, so expect to see them in the United States as early as 2027.
Hyundai aims to flood the US market with passenger cars, SUVs, trucks and commercial vehicles over the next five years. Additional trim levels, including the high-performance N and rugged XRT, will round out the model’s onslaught. To suit all tastes and preferences, there will be a range of petrol, hybrid and EV models. Additionally, range-extending electric vehicles are also being developed, using combustion engines to generate electricity and charge batteries.
On the luxury side, Genesis is also busy with plans to launch 22 models in the same time frame. As with its parent company, not all of them will be SUVs; some will be passenger cars. Hyundai’s rival Mercedes is also aiming to diversify its lineup with new derivatives, more trim levels and next-generation powertrains.
Genesis X Gran Equator Concept
Photo by: Genesis
Genesis G90 Rear Wing Concept
Photo by: Genesis
Hopefully, some of the bold Genesis concepts we’ve seen recently will make it into production. The X Gran Equator has real potential as a Mercedes G-Class alternative, while the G90 Wingback would be a nice addition over the G70 Shooting Brake, which sadly isn’t sold in the US.
Elsewhere, the newly established Magma performance model range will be topped by a production version of the GT concept, which will function as a full-fledged supercar. On the other hand, the G70 may receive a second facelift and stick around for a while, although Genesis has not confirmed this report.
Hyundai Motor Group provides an edge over the competition by targeting the mainstream and luxury segments. With a massive investment plan of $26 billion in the United States to support this effort, they aim to offer something for everyone. With 58 models across both brands, the next five years will be very busy.
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Source: Hyundai
Motorcycle Pickup1: It’s always good to have more options, and it looks like Hyundai and Genesis are working to fill the gaps in their product lineups. The effort will even include a body-on-frame midsize pickup launching in 2029 with Hyundai badging. A truck-based version of the SUV is likely among Hyundai’s 36 models, considering the Boulder has an enclosed cab.
Whether Genesis will join the body-on-frame push remains to be seen, but the X Gran Equator suggests that an off-road luxury vehicle is a distinct possibility. Among the many new concepts, there’s even the X Scorpio all-terrain supercar, a Korean version of the Lamborghini Huracan Sterrato.
