Hyundai fortifies top of light truck lineup with 2020 Palisade
Skip to main content
Sister Publication Links
  • Automotive News Canada
  • Automotive News Europe
  • Automotive News China
  • Automobilwoche
AN-LOGO-BLUE
Subscribe
  • Subscribe
  • Account
  • login
  • HOME
  • NEWS
    • Dealers
    • Automakers & Suppliers
    • News by Brand
    • Cars & Concepts
    • Coronavirus Coverage
    • China
    • Shift
    • Mobility Report
    • Special Reports
    • Digital Edition Archive
    • This Week's Issue
    • VW badges rtrs web.jpg
      VW Group operating profit drops by half in 2020
      Washington Auto Show postponed amid ongoing COVID-19 pandemic
      Subaru expands Feeding America donation, advertising
      Mass. dealership group to pay $1 million in unemployment scheme settlement
    • Nissan flips the switch on electric reboot
      Faraday Future moves forward with EV project, will enlist Geely's help, report says
      Audi to build EVs at new company majority owned by VW Group
      European Chamber rules out American, European export curbs as cause of chip shortage
    • Detroit Aerial Panorama during sunset
      Developing future workers to fuel growth in mobility
      Getting around in Las Vegas often involves long waits for a crowded monorail ride, below, or taking escalators up and down to cross elevated pedestrian walkways along the Strip.
      Las Vegas offers best and worst in transportation challenges
      Where is transportation headed?
      In pandemic environment, RV industry ‘roaring back'
    • Ford's Spin, Tortoise partner to launch e-scooters with remote operation capabilities
      Baidu gets Calif. nod to test driverless cars
      Lime scooters await riders
      Lime plans to add moped-sharing to scooter, bike services
      TuSimple's self-driving commerical truck
      Aeva to supply lidar sensors for TuSimple's self-driving trucks
    • Elon Musk interview
      Tesla’s Model Y, on sale since March, is a showcase of EV technologies competitors will benchmark.
      Technologies of Electrification
      Cadillac’s Lyriq EV will be unveiled Aug. 6.
      Future Product Pipeline
      A CALL TO ACTION
    • 8 rites of winter (and spring) lost to the pandemic
      GM, Ford finally get some love on Wall St.
      Stellantis is born into a new world
      Dealers call on Nissan to revive Xterra
    • Access F&I
    • Fixed Ops Journal
    • Marketing
    • Used Cars
    • Retail Technology
    • Sales
    • Best Practices
    • Dealership Buy/Sell
    • NADA
    • NADA Show
    • Automakers
    • Manufacturing
    • Suppliers
    • Regulations & Safety
    • Executives
    • Talk From The Top
    • Leading Women Network
    • Guide to Economic Development
    • PACE Awards
    • Management Briefing Seminars
    • World Congress
    • Aston Martin
    • BMW
      • Mini
      • Rolls-Royce
    • Daimler
      • Mercedes Benz
      • Smart
    • Fiat Chrysler
      • Alfa Romeo
      • Chrysler
      • Dodge
      • Ferrari
      • Fiat
      • Jeep
      • Maserati
      • Ram
    • Ford
      • Lincoln
    • General Motors
      • Buick
      • Cadillac
      • Chevrolet
      • GMC
      • Holden
    • Honda
      • Acura
    • Hyundai
      • Genesis
      • Kia
    • Mazda
    • McLaren
    • Mitsubishi
    • Nissan
      • Infiniti
    • PSA
      • Citroen
      • Opel
      • Peugeot
    • Renault
    • Subaru
    • Suzuki
    • Tata
      • Jaguar
      • Land Rover
    • Tesla
    • Toyota
      • Lexus
    • Volkswagen
      • Audi
      • Bentley
      • Bugatti
      • Lamborghini
      • Porsche
      • Seat
      • Skoda
    • Volvo
    • (Discontinued Brands)
    • Virtual reveals (Sponsored)
      • GENESIS: 2021 GV80
      • KIA: 2021 K5
      • LEXUS: 2021 IS
      • NISSAN: 2021 Rogue
      • TOYOTA: 2021 Venza and 2021 Sienna
    • Auto Shows
      • Detroit Auto Show
      • New York Auto Show
      • Los Angeles Auto Show
      • Chicago Auto Show
      • Geneva Auto Show
      • Paris Auto Show
      • Frankfurt Auto Show
      • Toronto Auto Show
      • Tokyo Auto Show
      • Shanghai Auto Show
      • Beijing Auto Show
    • Future Product Pipeline
    • Photo Galleries
    • Car Cutaways
    • Design
  • OPINION
    • Blogs
    • Cartoons
    • Keith Crain
    • Automotive Views with Jason Stein
    • Columnists
    • China Commentary
    • Editorials
    • Letters to the Editor
    • Send us a Letter
    • Forget the Ford GT; Moray Callum's biggest hit is the aluminum F-150
      Nikon turns lens on auto factory, build quality
      Bosch_information_domain_computer web.jpg
      Bosch, Continental battle to supply the brain of the connected car
      A victory lap for Detroit car design
    • view gallery
      1 photos
      As Many As The Stars
      view gallery
      1 photos
      A New GM
      view gallery
      1 photos
      The Bridge
      view gallery
      12 photos
      Leo Michael's best of 2020
    • Shifting gears away from the stick shift
      SEMA still a wonderful circus
      Penske still has plenty of races to win
      Ford's turn in the hot seat
    • January 26, 2021 | Will EVs finally find their footing?
      January 19, 2021 | Small car part causes big problem
      January 12, 2021 | Automotive industry shined in 2020
      December 8, 2020 | In a year that lacked luster, All-Stars showed how to shine
    • Jamie Butters
      Tavares knows that he's a star
      Darren Militscher
      Time for new pre-owned pricing tack
      Leo Michael
      Out with the tie, in with the teeth
      4 myths that threaten dealers
    • How Tesla, GM transformed EV market in 2020
      Is sales recovery nearing an end?
      Beijing's uphill battle to boost EV sales
      Nasdaq-like Star Board poised to become key finance platform
    • Used-car biz not getting easier, but it's better
      EV charging
      Time for U.S. to embrace the EV
      Ford's ‘Finish Strong' ad sets right tone for '21
      UAW settlement brings justice, voting rights
    • Is banning ICEs in our best interests?
      GM should share EV risk with dealers
      Ready to buy Mirai, but where to fuel?
      From Toyota store to hydrogen highway
  • DATA CENTER
  • VIDEO
    • AutoNews Now
    • First Shift
    • Special Video Reports
    • Weekend Drive
    • AutoNews Now: Feds rap FCA leaders as company agrees to plead guilty in UAW probe
      AutoNews Now: GM to use Qualcomm's cockpit, driver-assistance chips
      AutoNews Now: Volkswagen talking with suppliers about microchip compensation
      AutoNews Now: Tavares to have 38 direct reports at Stellantis
    • First Shift: Kia dropping two sedans from U.S. lineup
      First Shift: Biden vows to swap federal government's fleet with EVs
      First Shift: Nissan dealers want Xterra's return
      First Shift: Ford prices Takata recall at $610M
    • N.J. dealer helps position peers for ‘electric revolution’
      DCH Millburn Audi
      'Finding the diamond in the rough': How 2020's No. 1 dealership retains talent
      Don Johnson Motors
      'Distinctive culture' cuts turnover, carves career paths at Wis. dealership group
      Why 2020 could be a record year for buy-sells
    • Why the pickup is the auto industry's 'battleground'
      Carlos Ghosn's quest to restore his reputation
      Why Ford must execute to avoid 'deep trouble'
      Why Honda is 'locked and loaded' for 2020
  • EVENTS & AWARDS
    • Events
    • Awards
    • Congress Conversations
    • Retail Forum: NADA
    • Canada Congress
    • Europe Congress Conversations
    • Leading Women Conference
    • Fixed Ops Journal Forum
    • ANE Shift
    • Shift: Mobility at a Crossroads
    • Shift: The Future of Mobility (CES)
    • 100 Leading Women
    • 40 Under 40 Retail
    • All-Stars
    • Best Dealerships To Work For
    • PACE Program
    • Rising Stars
    • Europe Rising Stars
  • JOBS
  • AN Solutions
  • +MORE
    • Leading Women Network
    • Podcasts
    • Webinars
    • In the Driver's Seat
    • Publishing Partners
    • Classifieds
    • Companies on the Move
    • People on the Move
    • Newsletters
    • Contact Us
    • Media Kit
    • RSS Feeds
    • Shift: A Podcast About Mobility
    • Special Reports Podcasts
    • Daily Drive Podcasts
    • AAM
    • Gentex
    • Reputation.com
    • Ricardo
    • Ricardo
    • Allstate: Want more from your F&I?
    • Ally: Navigating the future of automotive retailing
    • Amazon Web Services: Any place, any time, any channel
    • Amazon Web Services: The power of the cloud
    • Amazon Web Services: Universal translator: Harnessing sensor data to build better automotive software
    • Epic Games: Transforming the auto industry with digital assets
    • FTI Consulting: Crisis as a catalyst for change
    • Google: 5 trends shaping the auto industry's approach to a new normal
    • IHS Markit: Automotive loyalty in the wake of the COVID-19 recession
    • IHS Markit: Autonomous vehicles: Automotive and transportation disruption
    • IHS Markit: COVID-19: The future mobility delusion
    • IHS Markit: The battery electric vehicle (BEV)
    • Level5: 2020 Automotive E-Commerce Report
    • Naked Lime: Bring social reputation together as part of big-picture marketing
    • Wells Fargo Auto: Switching gears from LIBOR to SOFR
    • Ally: Do It Right
    • DealerSocket
    • Deloitte: Cyber everywhere: Preparing for automotive safety in the face of cyber threats
    • Facebook: The road to a zero-friction future
    • Guide To Economic Development
    • PayPal Credit: How consumer financing helps drive sales for online auto parts retailers
MENU
Breadcrumb
  1. Home
  2. Los Angeles Auto Show
November 28, 2018 12:00 AM

Hyundai fortifies top of light truck lineup with Palisade

Vince Bond Jr.
  • Tweet
  • Share
  • Share
  • Email
  • More
    Print

    LA_AUTO_SHOW_112809989_PH_3_FOGHYTUCEHDK.jpg

    Share

    LA_AUTO_SHOW_112809989_PH_4_PRDVGYDBFJVH.jpg

    Share

    LA_AUTO_SHOW_112809989_PH_1_RGWTDSSSBCSR.jpg

    Share

    LA_AUTO_SHOW_112809989_PH_2_NNALEDANXWJW.jpg

    Share

    LA_AUTO_SHOW_112809989_PH_8_MGHHEJFZCREL.jpg

    Share

    LA_AUTO_SHOW_112809989_PH_9_UDIGLJKMYTEB.jpg

    Share

    LA_AUTO_SHOW_112809989_PH_6_OEWPWPKRAGOB.jpg

    Share

    LA_AUTO_SHOW_112809989_PH_7_CKJVOUFJOHDV.jpg

    Share

    LA_AUTO_SHOW_112809989_PH_5_FXOPFRYUEPLU.jpg

    Share

    View this post on Instagram

    A post shared by Automotive News (@automotivenews) on Nov 29, 2018 at 10:05am PST

    LOS ANGELES -- Times have changed for Hyundai.

    In the old days, when cars dominated Hyundai's lineup and were still a leading force in the industry, the automaker would have touted the near-luxury Azera sedan as its flagship vehicle, says Mike O'Brien, vice president of product, corporate and digital planning for Hyundai Motor America.

    Fast-forward to 2018.

    Utility vehicles have commandeered the market and Hyundai has a new, big-bodied standard bearer: the 2020 Palisade.

    The Palisade is the latest addition in Hyundai's ongoing effort to rework its car-heavy lineup with a batch of new, redesigned or freshened light trucks. The automaker launched the Kona, its first "cute ute," this year, and has introduced a redesigned Santa Fe and freshened Tucson. A diesel-powered Santa Fe and a Kona electric are also on the way.

    Hyundai is also expected to field a pickup truck.

    The brand's reliance on more profitable light trucks continues to grow, with crossovers accounting for 45 percent of U.S. sales this year, up from 29 percent in 2016.

    "The market has changed so much, now our flagship product should be an SUV," O'Brien said during a media preview of the Palisade this month.

    Biggest utility to date

    Hyundai's biggest utility to date, the Palisade is longer, wider and taller than the outgoing Santa Fe XL. And Hyundai has a clear hit list that includes the Toyota Highlander, Honda Pilot, Ford Explorer, Volkswagen Atlas and Mazda CX-9.

    Hyundai couldn't just throw the Santa Fe XL name on the vehicle and call it a day.

    Although it will take extra marketing legwork to build awareness around a new nameplate, Hyundai executives say a fresh label was the best way to fairly represent the product. O'Brien said the Palisade shares nothing with the Santa Fe and is considerably larger, so giving it that name would've implied that the product is less spacious than it really is.

    The Palisade name references the topographical terminology for a series of seaside cliffs, Hyundai says. But Hyundai said it also hopes the moniker evokes an emotional connection with Pacific Palisades, an affluent and scenic neighborhood in Southern California near Los Angeles.

    The Palisade, which rides on a new chassis, goes on sale next summer and will be produced in Ulsan, Korea. It's powered by an Atkinson-cycle 3.8-liter V-6 direct-injected engine that produces an estimated 291 hp at 6,000 rpm.

    It is equipped with an eight-speed automatic transmission "with a multi-plate torque converter and offers both two-wheel and four-wheel-drive configurations." Safety features include forward collision avoidance assist with pedestrian detection, blind spot collision avoidance assist, lane following assist and rear cross traffic collision avoidance assist.

    Hyundai said the Palisade's exterior was styled to stand out and exude security to appeal to "parents with growing families and active lifestyles."

    Slotting above Santa Fe

    The Palisade will be the biggest Hyundai crossover since the Veracruz was dropped in 2013. It will slot above the Santa Fe and replaces the Santa Fe XL after the 2019 model year.

    The styling was led by SangYup Lee, Hyundai Motor's vice president of design since 2016, who has said he wants to add an emotional touch to Hyundai products through designs that are just as "sexy" as Alfa Romeo.

    Lee said in a statement that the Palisade's "exterior and interior design clearly reflect its unique flagship identity with a premium, distinctive and bold road presence."

    O'Brien said that safety, design and capability will be the pillars of the Palisade. Consumers, he said, have responded well to the Palisade in product clinics. The exterior and interior designs were a hit.

    Hyundai will have a broad lineup of utility vehicles, but observers say the automaker is several years late to the party, likely because of the way the company was set up in the past.

    "Hyundai Motor missed the SUV boom. They will say that. Why they missed the SUV boom, it's a matter of debate. It wasn't because Hyundai Motor America wasn't alerting Seoul to the changing consumer habits of Americans," a former auto exec with knowledge of the inner workings of Hyundai Motor Group said recently.

    "One of the reasons they created these regional units like Hyundai Motor North America was to get the decision-making process distributed away from Seoul. Maybe Seoul wasn't hearing what Fountain Valley was telling them about SUVs."

    RECOMMENDED FOR YOU
    L.A. auto show will move to May, create spring blitz of big events
    Related Articles
    2020 Hyundai Palisade
    Letter
    to the
    Editor

     

     

    Send us a letter

    Have an opinion about this story? Click here to submit a Letter to the Editor, and we may publish it in print.

    Recommended for You
    L.A. auto show will move to May, create spring blitz of big events
    L.A. auto show will move to May, create spring blitz of big events
    6th crossover set to join Kia's U.S. lineup
    6th crossover set to join Kia's U.S. lineup
    Lincoln waits in hands-free line
    Sponsored Content: All-new 2021 Toyota Sienna – A behind the scenes look
    Sign up for free newsletters
    EMAIL ADDRESS

    Please enter a valid email address.

    Please enter your email address.

    Please verify captcha.

    Please select at least one newsletter to subscribe.

    See more newsletter options at autonews.com/newsletters.

    You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.

    Digital Edition
    Automotive News 1-25-21
    THIS WEEK'S EDITION
    See our archive
    Fixed Ops Journal
    Fixed Ops Journal 12-14-20
    Read the issue
    See our archive
    Get Free Newsletters

    Sign up and get the best of Automotive News delivered straight to your email inbox, free of charge. Choose your news – we will deliver.

    Subscribe Today

    Get 24/7 access to in-depth, authoritative coverage of the auto industry from a global team of reporters and editors covering the news that’s vital to your business.

    Subscribe Now
    Connect With Us
    • Facebook
    • Instagram
    • LinkedIn
    • Twitter

    Our mission

    The Automotive News mission is to be the primary source of industry news, data and understanding for the industry's decision-makers interested in North America.

    AN-LOGO-BLUE
    Contact Us

    1155 Gratiot Avenue
    Detroit, Michigan
    48207-2997

    (877) 812-1584

    Email us

    Automotive News
    ISSN 0005-1551 (print)
    ISSN 1557-7686 (online)

    Fixed Ops Journal
    ISSN 2576-1064 (print)
    ISSN 2576-1072 (online)

    Resources
    • About us
    • Contact Us
    • Media Kit
    • Subscribe
    • Manage your account
    • Reprints
    • Ad Choices Ad Choices
    • Sitemap
    Legal
    • Terms and Conditions
    • Privacy Policy
    • Privacy Request
    Automotive News
    Copyright © 1996-2021. Crain Communications, Inc. All Rights Reserved.
    • HOME
    • NEWS
      • Dealers
        • Access F&I
        • Fixed Ops Journal
        • Marketing
        • Used Cars
        • Retail Technology
        • Sales
        • Best Practices
        • Dealership Buy/Sell
        • NADA
        • NADA Show
      • Automakers & Suppliers
        • Automakers
        • Manufacturing
        • Suppliers
        • Regulations & Safety
        • Executives
        • Talk From The Top
        • Leading Women Network
        • Guide to Economic Development
        • PACE Awards
        • Management Briefing Seminars
        • World Congress
      • News by Brand
        • Aston Martin
        • BMW
          • Mini
          • Rolls-Royce
        • Daimler
          • Mercedes Benz
          • Smart
        • Fiat Chrysler
          • Alfa Romeo
          • Chrysler
          • Dodge
          • Ferrari
          • Fiat
          • Jeep
          • Maserati
          • Ram
        • Ford
          • Lincoln
        • General Motors
          • Buick
          • Cadillac
          • Chevrolet
          • GMC
          • Holden
        • Honda
          • Acura
        • Hyundai
          • Genesis
          • Kia
        • Mazda
        • McLaren
        • Mitsubishi
        • Nissan
          • Infiniti
        • PSA
          • Citroen
          • Opel
          • Peugeot
        • Renault
        • Subaru
        • Suzuki
        • Tata
          • Jaguar
          • Land Rover
        • Tesla
        • Toyota
          • Lexus
        • Volkswagen
          • Audi
          • Bentley
          • Bugatti
          • Lamborghini
          • Porsche
          • Seat
          • Skoda
        • Volvo
        • (Discontinued Brands)
      • Cars & Concepts
        • Virtual reveals (Sponsored)
          • GENESIS: 2021 GV80
          • KIA: 2021 K5
          • LEXUS: 2021 IS
          • NISSAN: 2021 Rogue
          • TOYOTA: 2021 Venza and 2021 Sienna
        • Auto Shows
          • Detroit Auto Show
          • New York Auto Show
          • Los Angeles Auto Show
          • Chicago Auto Show
          • Geneva Auto Show
          • Paris Auto Show
          • Frankfurt Auto Show
          • Toronto Auto Show
          • Tokyo Auto Show
          • Shanghai Auto Show
          • Beijing Auto Show
        • Future Product Pipeline
        • Photo Galleries
        • Car Cutaways
        • Design
      • Coronavirus Coverage
      • China
      • Shift
      • Mobility Report
      • Special Reports
      • Digital Edition Archive
      • This Week's Issue
    • OPINION
      • Blogs
      • Cartoons
      • Keith Crain
      • Automotive Views with Jason Stein
      • Columnists
      • China Commentary
      • Editorials
      • Letters to the Editor
      • Send us a Letter
    • DATA CENTER
    • VIDEO
      • AutoNews Now
      • First Shift
      • Special Video Reports
      • Weekend Drive
    • EVENTS & AWARDS
      • Events
        • Congress Conversations
        • Retail Forum: NADA
        • Canada Congress
        • Europe Congress Conversations
        • Leading Women Conference
        • Fixed Ops Journal Forum
        • ANE Shift
        • Shift: Mobility at a Crossroads
        • Shift: The Future of Mobility (CES)
      • Awards
        • 100 Leading Women
        • 40 Under 40 Retail
        • All-Stars
        • Best Dealerships To Work For
        • PACE Program
        • Rising Stars
        • Europe Rising Stars
    • JOBS
    • AN Solutions
    • +MORE
      • Leading Women Network
      • Podcasts
        • Shift: A Podcast About Mobility
        • Special Reports Podcasts
        • Daily Drive Podcasts
      • Webinars
      • In the Driver's Seat
        • AAM
        • Gentex
        • Reputation.com
        • Ricardo
        • Ricardo
      • Publishing Partners
        • Allstate: Want more from your F&I?
        • Ally: Navigating the future of automotive retailing
        • Amazon Web Services: Any place, any time, any channel
        • Amazon Web Services: The power of the cloud
        • Amazon Web Services: Universal translator: Harnessing sensor data to build better automotive software
        • Epic Games: Transforming the auto industry with digital assets
        • FTI Consulting: Crisis as a catalyst for change
        • Google: 5 trends shaping the auto industry's approach to a new normal
        • IHS Markit: Automotive loyalty in the wake of the COVID-19 recession
        • IHS Markit: Autonomous vehicles: Automotive and transportation disruption
        • IHS Markit: COVID-19: The future mobility delusion
        • IHS Markit: The battery electric vehicle (BEV)
        • Level5: 2020 Automotive E-Commerce Report
        • Naked Lime: Bring social reputation together as part of big-picture marketing
        • Wells Fargo Auto: Switching gears from LIBOR to SOFR
        • Ally: Do It Right
        • DealerSocket
        • Deloitte: Cyber everywhere: Preparing for automotive safety in the face of cyber threats
        • Facebook: The road to a zero-friction future
        • Guide To Economic Development
        • PayPal Credit: How consumer financing helps drive sales for online auto parts retailers
      • Classifieds
      • Companies on the Move
      • People on the Move
      • Newsletters
      • Contact Us
      • Media Kit
      • RSS Feeds