Hyundai is aggressively expanding its North American footprint through a $26 billion investment strategy aimed at capturing market share in segments traditionally dominated by domestic automakers. CEO Jose Munoz details plans to increase U.S. production capacity to 1.2 million vehicles, focusing on localized manufacturing and vertical integration—including a dedicated steel mill in Louisiana—to mitigate the impact of tariffs and supply chain volatility. The strategy emphasizes flexibility between electric vehicles and hybrids to meet shifting consumer demand, alongside the introduction of the "Neolun" (referred to as Boulder) concept to enter the lucrative body-on-frame SUV and truck market. Furthermore, the Genesis luxury brand is pivoting toward high-performance competition with the new Magma line and an entry into the World Endurance Championship at Le Mans. These initiatives represent a concerted effort to transition from a value-oriented manufacturer to a leader in both heavy-duty utility and global luxury performance.
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