Hyundai is reportedly gearing up to take on Tesla’s ambitious cyberpunk-inspired Cybertruck with its own futuristic electric pickup truck, codenamed Project Arrow. After a thorough assessment of the Tesla Cybertruck’s disassembly and analysis, Hyundai must now regroup and re-enter the highly competitive US pickup truck sector with renewed vigor.
Hyundai takes aim at Tesla’s Cybertruck in a bold new evaluation.
In 2023, Hyundai Motor Group, comprising Hyundai, Kia, and Genesis, achieved a historic milestone in the US market. Hyundai seized the mantle of America’s fourth-largest automaker last year, eclipsing traditional powerhouses Jeep (owned by Stellantis), Honda, and Nissan in terms of overall sales.
With the ball now squarely in their court, Hyundai shows no signs of relinquishing momentum. Hyundai is missing out on one of the largest segments in the US auto market: pickup trucks.
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South Korean media outlets are reporting that Hyundai’s Namyang Research Center has begun disassembling a Tesla Cybertruck unit for analysis, with details emerging in late October. Following the conclusion of comprehensive testing on July 28, the xEV Task Force’s team controlling EREV analysis and improvement has made it a top priority.
As the US pickup market continues its upward trajectory, manufacturers must reassess their strategies to remain competitive. Can Ford’s F-Series reign supreme forever? The answer lies in innovative solutions that cater to evolving consumer preferences and technological advancements.
According to a recent report, Hyundai and Kia are poised to challenge dominance in the lucrative US pickup truck market. Hyundai has announced its intention to produce more than 50,000 extended-range electric vehicles (EREVs) annually starting from 2029.
Kia has been building anticipation for its inaugural pickup truck, the Tasman, with a series of teasers ahead of its highly anticipated launch later this year.
The all-new Kia pickup is slated to make its debut in Korea, Australia, Africa, and the Middle East by the end of the first half of 2025. Despite this, Kia has yet to announce whether it will enter the US market.
South Korean automaker Kia unveiled plans in 2022 to roll out two electric pickup trucks: a dedicated model and another tailored for strategic emerging markets.
As the automotive landscape continues to evolve, the prospect of an electric Hyundai or Kia pickup truck making its way to US shores remains a tantalizing possibility. In fact, Hyundai has already taken the wraps off its all-electric Santa Cruz SUV-cum-truck, which is expected to arrive in 2023. Meanwhile, Kia’s own electric pickup concept, the Vision Concept, debuted at the 2019 Frankfurt Motor Show and has been met with considerable fanfare. Following a significant impact at the Beijing Motor Show, Hyundai reportedly focuses on EREV technology.
For the second time around, Hyundai has emulated a competitor’s electric pickup design. .
Tesla’s Cybertruck surpassed Ford’s F-150 Lightning in US registrations in May to emerge as the top-selling electric pickup. In line with S&P International Mobility knowledge, the Cybertruck was the fifth top-selling EV within the US in Could, whereas the Lightning was quantity 10.
As rumors swirl around Tesla’s Cybertruck and Ford’s F-150 Lightning being spotted at Hyundai’s facility, it seems increasingly likely that the South Korean automaker is working on its own pickup truck project?
Despite initial hype, Hyundai’s Santa Cruz surprisingly placed 12th in US pickup truck sales last year. Hyundai sold approximately 18,550 Santa Cruz models in the US by July 2022, representing a 10% decline from the previous year.
A Hyundai IONIQ 5 (left) and an IONIQ 6 (right) are seen at a Tesla Supercharger, as supplied by Hyundai.
To date this year, Ford has purchased more than 421,000 F-Series vehicles, with nearly 18,500 of those being Lightning variants.
While completing final testing on its inaugural three-row electric SUV, the IONIQ 9, Hyundai brings its project to a close. Hyundai is poised to officially debut the IONIQ 9 at the Los Angeles Auto Show in November, as the company strives to sustain its upward trajectory.
Given the reputation for reliability and affordability, I’d seriously consider Hyundai’s Santa Cruz or Kia’s Telluride-based pickup. Are you torn between Tesla’s groundbreaking Cybertruck and the Ford F-150 Lightning, two electric vehicles that promise to revolutionize the pickup truck market? Tell us within the feedback.
