Hyundai Motor aims to be brand of trust, not just value, says US dealer association chief

Third-fastest-growing mainstream brand in US over 5 years

Hybrids drive growth as September sales rise 9.8%

New Tucson's bold design set to win over customers, chief says

Jeff Rosen, chairman of the Hyundai Motor US Dealer Association. [Hyundai Motor]

Jeff Rosen, chairman of the Hyundai Motor US Dealer Association, said the automaker's goal is to be recognized as more than just a value brand. With the all-new Tucson compact SUV — Hyundai Motor's best-selling model in the United States — set to launch early next year, Rosen outlined plans to sustain the brand's growth by offering customers a wider range of vehicle segments and powertrain options.

"Hyundai Motor has been the third-fastest-growing mainstream brand in the US over the past five years," Rosen said in a written interview Friday (local time). "We want to be recognized as a modern, leading mainstream brand — one that earns its value and price through product competitiveness, the quality of the customer experience, and long-term trust."

Rosen has been active in the US automotive retail industry for more than 30 years. He serves as president and CEO of Rosen Automotive Group, a Wisconsin-based automotive retail group.

Hybrids lead the charge, accounting for 27% of total sales

The Rosen Hyundai Greenfield dealership in Wisconsin. [Hyundai Motor]

Sales figures back up the claim. Hyundai Motor and Genesis combined sold 269,541 vehicles in the third quarter, up 3.5 percent year-on-year and a record high for any single quarter. In September alone, Hyundai Motor — including Genesis — sold 85,502 vehicles, a 9.8 percent increase from the same period last year.

Hybrid models were by far the biggest growth driver. "Hybrid sales through September are up 54 percent year-on-year and now account for 27 percent of Hyundai Motor's total sales," Rosen said. "Electrified models — including hybrids and electric vehicles — make up 33 percent of all sales."

In September, Hyundai Motor sold 21,934 hybrid vehicles, up 39 percent year-on-year. For the full third quarter, hybrid sales reached 69,776 units, a 36 percent increase from the same period a year earlier. Electrified vehicles, including hybrids, accounted for 30.6 percent of total sales in the quarter.

Rosen also pointed to a stronger dealer network as a foundation for growth. "Hyundai Motor has taken a 'fewer, better' approach to its dealer network, and as a result, sales per dealer partner have increased 60 percent over the past five years," he said. "More than 500 dealers have completed store facility upgrades, and 74 percent of dealers now operate as Hyundai-exclusive stores."

Tucson sales jump 31.8% in September; 'flexibility and practicality for everyday life'

The all-new Tucson XRT Pro model (hybrid) in Redrock Orange Pearl. [Hyundai Motor]

Among individual models, the Tucson stood out. The SUV sold 23,164 units in September, up 31.8 percent year-on-year — a figure that nearly matches the all-time monthly record of 23,762 units set in November last year, even as a full model change looms. Since its 2004 launch, the Tucson has accumulated global cumulative sales of more than 10 million units over 22 years, cementing its status as one of Hyundai Motor's flagship models. The fifth-generation all-new Tucson was unveiled in New York on Thursday (local time).

"The Tucson offers the flexibility and practicality people need in their daily lives, which is why it appeals to such a broad range of customers — from younger buyers to growing families and retired couples," Rosen said. "I'm confident the all-new Tucson, with its bold and innovative design, will resonate strongly with customers who want something daring."

Rosen also expressed enthusiasm for the Santa Fe extended-range electric vehicle, or EREV, due to launch in the first half of next year. "Our first EREV model is on track for a 2027 launch and will serve as a bridge to full electrification," he said. "The Santa Fe EREV is planned for local US production, which means a stable supply chain and a strong likelihood of qualifying for federal electric vehicle tax credit requirements."

Asked about the impact of policy changes — including potential reductions to EV tax credits — on sales, Rosen said Hyundai Motor's fundamental direction would not change regardless of how policy evolves. "That is precisely why we offer pure electric vehicles alongside hybrids, plug-in hybrids and high-efficiency internal combustion engine vehicles — to meet customers where they are," he added.

"Electrification is still an important future, but the transition will not be linear," Rosen said. "By offering a wide range of choices across vehicle segments, price points, powertrains and technology, we want to help more customers find the vehicle that fits their needs."

eyre@heraldcorp.com