Hyundai vehicles could get more expensive this week

The price to roll off the lot in a new Hyundai is likely about to get more expensive—as the automaker considers joining a growing number of car companies raising the MSRPs on their vehicles as the auto tariffs take effect.

The details: The period for Hyundai buyers to take advantage of the company’s Customer Assurance program, keeping its car pricing intact, expires today, June 2—with the company now planning to increase the MSRP on its vehicles this week, according to a Bloomberg report.

• The South Korean automaker is now expected to increase pricing across its entire vehicle lineup for newly built models. 

• The price increase will reportedly include a 1% price hike on every model, which would amount to $400 on a $40,000 vehicle. 

• Pricing for some optional features on Hyundai vehicles like added roof rails and other imported parts are also expected to increase to avoid further hikes on base models.

Hyundai vehicles already sitting on dealership lots will not be impacted by the 1% price increase. 

Why it matters: News of Hyundai possibly increasing its pricing aligns with moves being made by several automakers that cite “market conditions” as the reasoning for the hikes, avoiding specifically blaming it on the tariffs.

Between the lines: The next two months will be a critical one for many in car sales—with several auto price hikes expected to go into effect due to the tariffs.

• Ford—which raised the price on models built in Mexico—expects to increase its vehicle pricing by as much as 1.5% in the second half of 2025, after extending its “employee pricing” through July. 

• Last week, Subaru announced that it will raise the prices on nearly all its vehicles, from $750 to $2,055 depending on the model—with the electric Solterra being the only vehicle that won’t be impacted by the increase.    

Bottom line: Although Hyundai is framing the move as part of a routine pricing review, the timing aligns with broader industry shifts, as brands like Ford and Subaru also push through price increases tied to tariff pressures. For dealerships, this creates a narrow but powerful window to market existing inventory at pre-hike prices—before higher sticker prices take hold across new arrivals.

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