North America line-up goes all in: pickups, SUVs and electrification take center stage
Genesis unveils GV70 Graphite Edition, boosts high-performance branding
Hyundai Motor, Kia and Genesis accelerated their push into the North American market at the New York Auto Show, putting strategic models—from pickups to SUVs and electric vehicles—front and center.
Hyundai revealed the next-generation midsize pickup concept, the Boulder, for the first time worldwide on the 1st (local time) at the 2026 New York International Auto Show held at the Jacob Javits Convention Center. Hyundai used the concept to underscore its intention to enter the U.S. pickup market, a core segment. Hyundai CEO José Muñoz said, “The Boulder shows how Hyundai plans to deliver what U.S. customers want. Body-on-frame trucks lie at the heart of American culture, and Hyundai will concentrate all its capabilities to compete in the midsize pickup market.”
The Boulder takes its name from a city in Colorado. Built on a body-on-frame structure and aimed at off-road use, the concept previews the direction of Hyundai’s future pickups. Its off-road-oriented design, 37-inch tires and high-strength body convey an “extreme adventure” character.
Alongside the concept, Hyundai outlined its future strategy. The company said it will expand hybrid models to 18 by 2030 and will add range-extended electric vehicles (EREVs) next year, pursuing electrification while continuing to offer internal-combustion products to respond to market shifts.
Kia sharpened its North American growth plan around its SUV lineup. The automaker unveiled the new Seltos for the North American market for the first time and added a hybrid model to respond to changing local demand. The Seltos boosts fuel efficiency with a 1.6-liter hybrid powertrain and stretches its wheelbase to 2,690 mm (105.9 in) to secure class-leading interior space. Kia also upgraded digital features, including a 12.3-inch display and a generative AI–based vehicle assistant.
Kia premiered the compact electric SUV EV3 for North America, positioning it for EV mass adoption. On the long-range model with an 81.4 kWh battery, fast charging brings the battery from 10% to 80% in about 29 minutes. Kia also showed the 'PV5 WAV' concept, which accommodates wheelchair access, signaling plans to expand its purpose-built vehicle (PBV) business.
Genesis focused on strengthening its luxury credentials. The brand debuted the GV70 Graphite Edition worldwide, emphasizing a sportier design and a high-performance image. The GV70 Graphite Edition features exclusive interior and exterior treatments, 21-inch wheels and red brake calipers to increase dynamism over the standard model. Genesis also showed the G90 Wingback concept in North America for the first time and displayed a scale model of General Motors' R-001 hypercar while presenting the vision for its high-performance brand, 'Magma.'
At the auto show, Hyundai Motor Group launched a broad North American strategy: entering the pickup segment, expanding SUV and hybrid offerings, strengthening its EV lineup and elevating its luxury brands. Industry analysts say Hyundai Motor Group will likely accelerate gains in North America by combining expanded U.S. production with its electrification push.
