Jobaaj Stories
Hyundai Stays Firm on U.S. Prices Despite 25% Auto Tariffs
As automakers across the globe brace for higher costs due to new U.S. tariffs, Hyundai has taken a different route. The company announced that it will not raise the prices of its cars in the U.S., even after a 25% tax was imposed on imported vehicles and parts.
This decision was shared by Hyundai’s Global COO and President of Hyundai Motor America, José Muñoz, during the Seoul Mobility Show, just as the tariffs were rolled out under the Trump administration.
“We are not looking at it in the short term, but instead in the long term. We are not going to increase prices. We need to offer a competitive product,” Muñoz stated.
Why the U.S. Market Is Critical for Hyundai
Hyundai has deep roots in the U.S. automotive market. In fact, over 20% of Hyundai’s global sales came from the U.S. in 2024, contributing significantly to its global volume of over 4.14 million units.
What’s more, more than half of Hyundai’s U.S. lineup is assembled within the country, including popular models like:
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Hyundai Tucson (top-selling model in the U.S.)
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Santa Fe
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Santa Cruz pickup
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Genesis GV70
These models are produced at Hyundai’s two major American plants:
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Hyundai Motor Manufacturing Alabama (Montgomery)
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Hyundai Metaplant America (Georgia)
Even so, many components for these vehicles are still imported from South Korea, meaning they will still be affected by the new tariffs.
Hyundai Is Investing More in America
Rather than shifting the burden to buyers, Hyundai is doubling down on its commitment to American manufacturing. The company recently announced a $6 billion investment in a new steel plant in Louisiana, helping strengthen its U.S. supply chain and reduce reliance on imports.
This long-term investment strategy aligns with Hyundai’s broader push into electric vehicles, sustainability, and local job creation.
