Hyundai Motor and Kia unveiled strategic models at the 2025 New York International Auto Show (New York Auto Show), the oldest automotive exhibition in the United States, as they seek to expand their market share in North America. Hyundai Motor showcased the new large Sport Utility Vehicle (SUV) Palisade, while Kia highlighted the compact sedan K4 hatchback.

Randy Parker, chief executive officer (CEO) of Hyundai Motor's North American region, introduced the Palisade at a press conference held at the New York Auto Show, which kicked off at the Jacob K. Javits Convention Center in New York on the 16th (local time). He noted, “The Palisade is a vehicle specifically designed for the United States since its initial reveal in 2018,” and added, “Sales of the Palisade are expected to surpass 110,000 units in 2024, an increase of 23% compared to the previous year, and are still on the rise this year.”

On Nov. 16 (local time), the 2025 New York International Auto Show is held at the Jacob Javits Convention Center in New York, USA. The exterior of the Palisade XRTpro model, revealed for the first time in the world by Hyundai. /Courtesy of Kim Ji-hwan.

The Palisade unveiled by Hyundai Motor that day includes a gasoline model currently on sale in South Korea and a Palisade hybrid model (Hybrid Electric Vehicle) set to be delivered starting in the second quarter. It retains the previous Palisade design while utilizing an overall length of over 5 meters to enhance interior space. The hybrid model features a next-generation hybrid system and includes a Vehicle-to-Load (V2L) function that supplies power externally for activities such as camping.

On Nov. 16 (local time), Randy Parker, Chief Executive Officer of Hyundai Motor Company North America, is announcing at the 2025 New York Auto Show. /Courtesy of Hyundai.
On Nov. 16 (local time), the 2025 New York International Auto Show is held at the Jacob Javits Convention Center in New York, USA. The side view of the new Palisade, unveiled for the first time in North America by Hyundai. /Courtesy of Kim Ji-hwan.

Lee Sang-yeop, executive vice president of global design at Genesis, said that the interior of the Palisade was designed to create a space filled with conversation, comfort, and laughter, stating, “The driver's seat is as comfortable as a sofa, and the armrest allows for a relaxed palm position, providing stability and comfort. It also features a balanced arrangement of intuitive physical buttons and dials.”

At the New York International Auto Show held on Nov. 16 (local time) at the Jacob Javits Convention Center in New York, USA, Hyundai unveils the Palisade XRT pro model. /Courtesy of Kim Ji-hwan.
At the New York International Auto Show held on Nov. 16 (local time) at the Jacob Javits Convention Center in New York, USA, the interior of the Palisade XRT pro model, unveiled by Hyundai. /Courtesy of Kim Ji-hwan.

Hyundai Motor unveiled the 'Palisade XRT Pro', maximizing off-road performance for the first time in the world. The exterior resembles the new Palisade, but the body is raised. The minimum ground clearance has been increased by 25mm compared to the previous model, and towing hooks were applied to the front and rear. Additionally, features such as electronic all-wheel drive (AWD) and an electronic limited-slip differential (E-LSD) were implemented, along with 18-inch tires capable of handling all terrains.

On Nov. 16 (local time), Kia unveils the K4 hatchback for the first time in the world at the New York International Auto Show held at the Jacob Javits Convention Center in New York, USA. /Courtesy of Kim Ji-hwan.
On Nov. 16 (local time), the side view of the K4 hatchback, revealed by Kia at the 2025 New York International Auto Show held at the Jacob Javits Convention Center in New York, USA. /Courtesy of Kim Ji-hwan.

Kia also unveiled a new model. It is the hatchback version of the compact sedan K4 launched last year. The K4 hatchback retains the convenience features and sporty design of the K4 while ensuring spacious interior space. Equipped with a maximum of 190 horsepower 1.6L turbo engine, the K4 hatchback will be available in EX, GT-Line, and GT-Line Turbo variants. It is planned to go on sale in the U.S. market in the fourth quarter of this year.

At the New York International Auto Show held on Nov. 16 (local time) at the Jacob Javits Convention Center in New York, USA, the driver’s seat view of the K4 hatchback, unveiled for the first time in the world by Kia. /Courtesy of Kim Ji-hwan.

Eric Watson, vice president of sales at Kia's U.S. branch, said, “While many competitors are avoiding compact sedans, Kia is demonstrating its strengths. Since 2018, Kia’s market share has doubled,” adding that the new K4, starting under $22,000, is a model that enhances performance and advanced technology.