Palisade's Evolution… Hyundai Unveils Strong Presence at New York Auto Show

Hyundai Motor Group launched a full-scale assault on the global market right in the heart of New York, USA.

At the '2025 New York International Auto Show' which opened on the 16th (local time) at the Jacob K. Javits Convention Center, Hyundai positioned itself not just as a participant but as "the center of the show."

On this day, Hyundai drew attention by winning two awards at the '2025 World Car Awards' and created a super booth covering 4,433 square meters, the largest in the brand's history, receiving a flurry of flashes from global media.

Targeting North America with 'The All-New Palisade'

The star of the show was undoubtedly Hyundai's flagship SUV, 'The All-New Palisade.' This model, fully redesigned after six years, is the first large SUV hybrid from Hyundai equipped with a next-generation hybrid system, boasting a luxurious exterior, a more spacious interior, and improved driving efficiency.

Jose Munoz, CEO of Hyundai Motor Global, emphasized, "Palisade represents Hyundai's 'multi powertrain strategy' from traditional internal combustion engines to hybrids and hydrogen fuel cell vehicles," stating that "putting consumer choice first is Hyundai's core value."

World Premiere of 'XRT Pro'… Full Activation of Off-Road Spirit

Hyundai did not stop there. It raised its profile by unveiling the off-road specialized version of Palisade, 'XRT Pro,' for the first time in the world. This model features an electronic AWD system, rear E-LSD, and 18-inch all-terrain tires, securing a ground clearance of 212mm, which is 25mm higher than before, significantly enhancing its off-road capabilities.

Unique design details specific to XRT Pro, such as dedicated wheels, grille, and emblems, have been added throughout the body, positioning it as a 'next-generation SUV for outdoor living' rather than a simple SUV.

Lee Sang-yeop, Vice President of Global Design at Hyundai Genesis, explained, "While the existing Palisade focused on spaciousness and luxury, XRT Pro builds upon that with strength and adventure DNA," adding that "it is a strategically designed model targeting car camping, outdoor activities, and leisure demand."

Full-Package Exhibition Including Electric Vehicles, Social Contribution, and Test Drive Experiences

Hyundai redefined itself at this year’s New York Auto Show, moving from a brand that simply makes good products to one that designs experiences.

The representative social contribution campaign of Hyundai, 'Hope on Wheels,' celebrating its 27th anniversary this year, was also prominently featured in the exhibition space. Launched in 1998 with the goal of combating childhood cancer, this campaign has accumulated donations of $277 million (approximately 392 billion KRW), and on this day, Hyundai announced plans for an additional $27 million donation.

Additionally, the EV track zone offers immersive driving experiences where attendees can test drive high-performance electric vehicles such as the Ioniq 5 N and Ioniq 9 on a set track within the booth.

Meanwhile, at the '2025 World Car Awards,' the Casper Electric (known as Instinct in North America) garnered attention by being named 'World Car of the Year.' Kia's EV3 was recognized as 'Car of the Year,' further proving Hyundai Motor Group's competitive edge in electric vehicles.

Hyundai showcased a total of 28 vehicles at this auto show, demonstrating its brand strategy compactly across segmented spaces such as the main zone, motorsports zone, and EV zone. More than just an exhibition, it was a stage for brand transformation.

Image source: Provided by Hyundai Motor, News1