Hyundai Motor Company is aiming to strengthen its presence in the U.S. market with The All-New Palisade, a fully redesigned version of its flagship SUV, which was launched in South Korea this January.
Having already proven its value in the South Korean market, industry watchers are now focused on whether The All-New Palisade will also capture consumer interest in the U.S. Some believe this new model could help Hyundai overcome tariff-related hurdles and further boost its American sales.
According to industry sources on Friday, Hyundai will unveil The All-New Palisade on Media Day at the 2025 New York International Auto Show, scheduled for April 16. Hyundai Motor America described the new Palisade as bigger, better, and bolder compared to the previous model. The company plans to begin full-scale sales in the U.S. market following its debut at the auto show.
Launched in South Korea six years after the original model first appeared in November 2018, The All-New Palisade features a futuristic design and spacious interior, contributing to its strong domestic performance. Sales in South Korea surged from 1,234 units in January 2025 to 4,618 units in March, more than tripling within two months.
The newly introduced hybrid variant has become especially popular. In fact, demand for the hybrid model is so high in South Korea that customers currently face a wait time of over one year. Hyundai plans to begin delivering the new hybrid models to customers sequentially starting in the second quarter of this year.
The Palisade Hybrid is equipped with Hyundai’s next-generation hybrid system, TMED-II, offering significantly improved performance and efficiency. It delivers a combined motor output of 334 horsepower and can travel over 621 miles on a single tank of fuel, highlighting its outstanding fuel economy.
Expectations are high that The All-New Palisade will also perform well in the U.S. market. The previous model’s steadily growing sales lend weight to this outlook. U.S. sales of the Palisade rose from 89,509 units in 2023 to 110,055 units in 2024—a 23% increase.
An industry insider commented that given its strong product appeal, the new Palisade is expected to succeed in the U.S. market just as it did in Korea. However, the key challenge will be how Hyundai manages the price pressure from the 25% import tariff on foreign-made vehicles in the U.S.
