Hyundai is poised to make a serious splash in the competitive mid-size truck market. While the brand has offered the Porter pickup for decades in its home market of Korea and introduced the compact Santa Cruz model in 2021, it’s now ramping up efforts to become a major player in this segment globally.
The company’s strategy involves two distinct but simultaneous approaches: a collaboration with General Motors (GM) focused on South America and Central America, and a wholly independent project dedicated specifically for the Australian market, which will also likely serve as the foundation for a North American offering.
Hyundai Australia’s CEO, Don Romano, has already fueled excitement by calling the upcoming Aussie truck “mind-blowing.” He emphasized that it won’t simply be a rebadged GM model or a Kia Tasman with Hyundai badging — suggesting this new truck will feature distinctive engineering and design elements.
A Different Kind of Hybrid Powertrain
While specifics are still scarce, Romano dropped hints about the powertrain. He confirmed that it wouldn’t be a traditional plug-in hybrid (PHEV) but rather “a different type of hybrid,” likely hinting at an extended-range electric vehicle (EREV). In these systems, a gasoline engine acts solely as a generator to recharge the battery pack, allowing the truck to operate primarily on electric power. The benefit of this approach is longer overall driving range compared to pure BEVs and a smoother, quieter driving experience.
Hyundai has recently committed to developing EREVs, with the first model slated for release in 2027 boasting over 600 miles of combined range. These systems seem tailor-made for trucks due to their ability to efficiently power heavier loads while offering the responsiveness and refinement of electric motors.
Entering a Crowded Battlefield
Hyundai’s entry into this segment comes at a time of intense competition. Toyota has just unveiled its highly anticipated ninth-generation Hilux, and Chinese brands are aggressively expanding their presence in global markets. Romano acknowledges Hyundai’s late arrival but expresses confidence that the company can carve out its own niche by offering innovative technology and standing apart from rivals.
Hyundai’s new truck promises a potent combination of capability, range, and cutting-edge powertrain technology — elements critical to attracting buyers in this increasingly demanding market segment. Its success hinges on how effectively Hyundai leverages these assets to differentiate itself within the crowded landscape of mid-size pickups.
