Hyundai ‘The all-new NEXO’

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South Korean auto giant Hyundai Motor Group has rolled up its sleeves to boost global sales, starting with its showcases at the LA Auto Show. This follows the recent Korea-U.S. agreement to lower U.S. auto tariffs from 25 percent to 15 percent.

According to industry sources on Tuesday, Hyundai Motor Co. and Kia Corp. will showcase a large lineup of models tailored for the North American market at the LA Auto Show, which kicks off on Friday.

Hyundai Motor will highlight its high-performance brand N as it targets the EV market, while Kia will debut the fully redesigned next-generation Telluride flagship SUV for the first time globally.

Hyundai and Kia plan to strengthen their North America-exclusive eco-friendly models and their lineup of premium SUVs, centered around hybrid models.

Telluride, developed specifically for the North American market, has played a key behind-the-scenes role in helping Kia establish itself in the U.S.

Since 2019, the model has been produced at Kia’s Georgia plant, and within six years, production has doubled, marking it a spearhead for the brand’s local strategy.

The model accounted for 14 percent of Kia’s U.S. sales as of the third quarter.

Kia plans to unveil the second-generation model at the LA Auto Show, positioned to compete directly with the Ford Explorer.

Due to tariff uncertainties, Kia’s U.S. sales in the third quarter increased only 1.7 percent on year. The company aims to regain momentum by rolling out the new Telluride across North America in the first quarter next year.

Hyundai Motor America also unveiled its Crater off-road concept car on Tuesday, signaling plans to expand into the off-road market.

In China, Hyundai has introduced customized EVs designed from the development stage with input from local consumers – part of an effort to recover from the blow dealt by the 2017 THAAD dispute.

Beijing Hyundai began sales last month of ELEXIO, its first China-exclusive compact EV SUV. The company plans six customized eco-friendly models for China by 2027.

In Japan, Hyundai Motor debuted the hydrogen-electric The all-new Nexo, taking direct aim at Toyota in a market long considered difficult for foreign brands.

The company is also expanding in the Middle East, where its Saudi Arabia plant—its largest base in the region—is set to begin operations in the fourth quarter of 2026, boosting production of SUVs and electrified vehicles suited to local conditions.