Though the tariffs will sting, the brand is pouring resources into its U.S. operations to soften the blow
Not since the peak of the COVID-19 pandemic and the global semiconductor crisis have the world’s largest automakers been forced to pivot so quickly and dramatically as they are now in response to President Trump’s newly imposed tariffs. While many might expect this to lead to sluggish auto sales in 2025, one foreign automaker is determined to defy expectations and continue its streak of record-breaking U.S. sales—tariffs or not.
Hyundai has shattered its U.S. sales records for the past four consecutive years and is optimistic that 2025 will extend that streak. Although the goal is ambitious, the company is bullish about its prospects, declaring its intention to “sell like hell” this year while remaining committed to supporting its dealer network and customer base.
“This year is going to be no different,” Hyundai Motor North America CEO Randy Parker told Auto News. “Tariffs or no tariffs, we’re going to figure it out, support our dealers and customers, and make it five years in a row.” In 2024, Hyundai sold 836,802 vehicles in the U.S., marking a 4.4% increase from the previous year.
The company has already invested $21 billion into its U.S. operations and recently debuted the second-generation Palisade at the New York Auto Show. The refreshed three-row SUV enters the market as demand continues to climb, with sales up 23% to 110,055 units in the previous year.
Additionally, Hyundai has begun production of both the Ioniq 5 and the Ioniq 9 at its new manufacturing plant in Savannah, Georgia. The automaker also plans to expand its hybrid offerings across more models in its lineup. Many of those hybrids will be built at the Georgia facility—a notable shift from the factory’s original EV-only mission. The adjustment reflects Hyundai’s recognition of rising demand for hybrids in the U.S. and its strategy to minimize the financial impact of steep import tariffs by producing more vehicles domestically.
