Hyundai’s Pickup Plans
Hyundai might be late to the mid-size pickup party, but it is already on its way. The Korean automaker confirmed it is developing a truck in collaboration with General Motors for South America, set to appear by 2028, as well as another pickup for North America by 2030 and a capable off-roader as an addition.
Latest News from Australia
While these plans sound quite promising, the latest news comes from Australia, where a local Hyundai executive talked about what he calls an “astonishing ute” — the Australian term for any vehicle with a cargo bed.
Don Romano, President and CEO of Hyundai’s Australian division, stated during a conversation with local media about the new model:
I will not leave until I get a ute, and not just any ute.
He noted that his “work permit is valid for another two and a half years,” indicating the model’s launch in Australia by 2028.
Rejecting Simple Solutions
Reportedly, Romano is not interested in easy paths or rebranding an existing model.
We could easily take another platform, just rebrand it and release it, but that is unacceptable, especially now. With increasing competition, we need to stand out, and we are developing technologies that are different from anything we have previously released to the market.
He added:
This is guaranteed: here is the date, here is the car, here are the outstanding features. And if they implement what they are currently talking about and what we are working on, it will be astonishing, it will be great.
Potential Technologies for the New Model
Romano also hinted at what might power this truck:
We cannot disclose details now, but we have an option under development. It is not necessarily a plug-in hybrid, but it will be a different type of hybrid, I cannot say more.
These comments point towards a hybrid system with a range extender, which is already under development within the Hyundai Group.
In previous statements, Romano described the body-on-frame chassis of the future Kia Tasman as “a great infrastructure for development.” While he expressed some “concerns” about the diesel powertrain, he noted that he would accept it as a temporary measure until the model line evolves “in a different direction,” again hinting at a hybrid solution. For its part, Kia plans to electrify the Tasman lineup in the near future.
When asked about the platform from GM, Romano’s preferences became clear. He stated:
I don’t think we will share a platform. I don’t consider that an option. I think I should leave it in case something goes wrong. But that would not be our main goal. Our main goal is to develop our own Hyundai ute with our own unique technologies.
Targeting the Mid-Size Truck Segment
While it is not confirmed whether the Australian truck will be identical to the models for North or South America, all are expected to compete in the same mid-size pickup segment.
Romano acknowledged that Hyundai needs something to compete with the two main players in the Australian mid-size pickup market, pointing to the Ford Ranger and Toyota Hilux. Among other competitors are the Nissan Navara, Mitsubishi Triton, Isuzu D-Max, Mazda BT-50, Kia Tasman, and numerous Chinese trucks that have appeared in Australia in recent years.
In the United States, Hyundai’s body-on-frame pickup will face the Ford Ranger, Chevrolet Colorado, GMC Canyon, Toyota Tacoma, and Nissan Frontier. Meanwhile, the model for South America based on GM’s architecture will compete with vehicles such as the VW Amarok, Chevrolet S10, Ram Dakota, Fiat Titano, and Peugeot Landtrek.
Keep in Mind the Fully Electric Pickup
In addition to these future models, Hyundai is also developing a fully electric pickup, which may later join the Ioniq family. If it continues the company’s recent momentum in EV development, the lineup could quickly expand from family crossovers to trucks capable of serious work.
The planned pickup launches in different regions indicate Hyundai’s global strategy aimed at capturing market share in one of the most competitive segments. The emphasis on unique technologies, such as range-extender hybrids, could become a key advantage over traditional diesel competitors. The success of these models could significantly strengthen the brand’s position not only in Australia or America but on the global stage as a whole, especially considering the growing presence of Chinese manufacturers.