Hyundai’s plan to weather the tariff storm? ’Sell like hell’

Hyundai and Genesis Motor North America CEO Randy Parker isn’t letting the tariffs throw the automaker off its game. In fact, he’s confident the company can continue its winning sales streak—under the global leadership of José Muñoz.

The details: During a fireside chat at the New York Auto Forum—Parker zeroed in on the key things he sees sustaining the company during the current times of uncertainty in the market.  

•  The company recently launched the Hyundai Assurance program—signaling to the market, car buyers, and Hyundai’s dealer body that the automaker will not raise its SRP for the next couple of months, said Parker.

• Hyundai wants to make sure that the customers understand that—even in the thick of the tariffs—it’s an ideal time to come into a dealership and buy a Hyundai vehicle.

Parker also noted that even through previous challenging times in the market—including COVID-19, the micro-chip shortage, and the CDK Global outage—Hyundai posted record sales.

Between the lines: Parker said Hyundai’s long-term game to continue to build on its momentum—amid market challenges—are already at play, including a nearly $34 billion bet on manufacturing, a robust product pipeline, and building on its innovations. 

• Over the past month, Hyundai celebrated the grand opening of its $12.6 billion new Metaplant in Georgia, then announced another $21 billion investment to build a steel mill in Louisiana towards its EV strategy.

• The launch of the all-new Palisade at the New York Auto Show—on the heels of selling 110,000 models of the flagship SUV last year—spotlights the company’s aggressive product strategy, with more in the pipeline, noted Parker. 

• Hyundai will continue to expand its innovation investments, spanning its electrification and hybrid technology to its Boston Dynamics robots to assist workers at its Georgia Metaplant. 

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