Hyundai is continuing its push into the pickup truck market despite recent challenges, with the automaker developing a new body-on-frame model that could debut by 2027 for the 2028 model year. At the same time, company executives are not dismissing the possibility of a future luxury pickup carrying the Genesis badge.
Hyundai Continues Pursuit of the Pickup Market
The pickup truck segment has long been dominated by American and Japanese manufacturers, both in the United States and in many global markets. While some Chinese brands have entered the category, breaking into the pickup market has remained difficult for new competitors.
Hyundai Motor Group, which includes Hyundai and Kia, has struggled to establish a strong position in the segment. The Hyundai Santa Cruz was outperformed in sales by the Ford Maverick, prompting Hyundai to phase out the model. Meanwhile, the Kia Tasman has made only a limited impact in global pickup sales, with the Toyota Hilux remaining largely unaffected.
New Body-on-Frame Hyundai Pickup in Development
Despite those setbacks, Hyundai continues to view pickups as an important sales opportunity. The company is developing another pickup truck that will feature a body-on-frame design.
According to the available information, the new model could be unveiled in 2027 as a 2028 model-year vehicle.
Genesis Pickup Has Not Been Ruled Out
Hyundai is also leaving open the possibility of introducing a more premium version of the upcoming pickup under its Genesis luxury brand.
Australian publication Carsales reported that Hyundai Australia Chief Operating Officer Gavin Donaldson did not dismiss the idea when asked about a potential Genesis pickup.
“I think you don’t rule out anything, and it’s got to meet the luxury level to what it is,” Donaldson said.
He added, “If there’s an opportunity that it’s going to be able to create, build the brand, support the brand, build that luxury image, then you would look at what it is.”
Donaldson acknowledged that it remains uncertain whether such a project will move forward. He indicated that Hyundai’s priority is to establish its upcoming pickup before considering a more upscale Genesis-branded version.
Potential Collaboration and Electrified Powertrain
The future Hyundai pickup could be developed through a collaboration between Hyundai and General Motors. Another possibility is that the company could use the chassis already employed by the Kia Tasman.
Regardless of the platform ultimately selected, Hyundai is aiming to equip the future pickup with some form of electrified powertrain, either a hybrid system or a range-extender setup.
With development of the new pickup underway, Hyundai is continuing its effort to strengthen its presence in the pickup segment while keeping the door open to a potential Genesis luxury variant.
