The 2025 New York International Auto Show, celebrating its 125th year, is being held at the Jacob K. Javits Convention Center in New York, USA. Most of the 30 automobile companies participating in the New York Auto Show filled their booths with sport utility vehicles (SUVs). This is significant in the North American market, where approximately 15 million vehicles are sold annually, and SUVs have a large market share.

On Mar. 16, 2025, a Toyota advertisement banner hangs in the New York International Auto Show venue. /Courtesy of Kim Ji-hwan.

Next to the large advertisement banner of Hyundai Motor Group was an advertisement for Japan's Toyota, the world's largest automaker. It featured the completely revamped Toyota midsize SUV 4Runner, the pickup truck Tundra, and Tacoma, among others, captured against mountainous backdrops. It appears to emphasize the vehicles' capability to drive well on rugged terrain such as unpaved roads.

At Toyota's booth, a concept car called the Toyota Land Cruiser ROX (Recreation Open eXperience), which transforms the iconic SUV into an open-topped vehicle, was on display. Next to it was the 4Runner Surf concept car. A Toyota official noted, 'This design is for openness.'

On Mar. 16, 2025, the Land Cruiser ROX concept model is displayed at the Toyota booth of the New York International Auto Show. /Courtesy of Kim Ji-hwan.
On Mar. 16, 2025, the 4Runner Surfer concept model is displayed at the Toyota booth of the New York International Auto Show. /Courtesy of Kim Ji-hwan.

The Japanese company Nissan also focused on SUVs and off-roaders. They showcased their large SUV Armada on a rock sculpture to highlight its ability to drive in rough terrain. Additionally, the mid-size SUV Rogue was equipped with a roof rack to promote its practicality for outdoor activities.

On Mar. 16, 2025, the Nissan booth at the New York International Auto Show is seen. The Armada, the company's flagship SUV, is displayed at the main entrance. /Courtesy of Kim Ji-hwan.
On Mar. 16, 2025, the Rogue is displayed at the Nissan booth of the New York International Auto Show. /Courtesy of Kim Ji-hwan.

The Japanese company Subaru expressed a dirt texture on the booth floor and installed wood and log-shaped sculptures. Several displayed vehicles, including the mid-size SUV Forester, were equipped with boats and bicycles to emphasize practicality. Honda also showcased its mid-size SUV Passport in the front space of the exhibition.

On Mar. 16, 2025, the Subaru booth participating in the New York International Auto Show is seen. The Outback Wilderness, a mid-size SUV, is displayed at the front. /Courtesy of Kim Ji-hwan.
On Mar. 16, 2025, the Subaru booth of the New York International Auto Show is seen. /Courtesy of Kim Ji-hwan.

American companies also emphasized SUVs. Ford displayed its large SUV Expedition closest to the entrance. The Ford Bronco, representative of the brand’s off-roader models, also took up a significant part of the booth, with the 2025 Ford Bronco 'Freewheeling' package on display on the 16th, modernly reinterpreting the bold design and emotion of the 1970s.

On Mar. 16, 2025, the Ford booth participating in the New York International Auto Show is seen. The Bronco ‘Free Wheeling’ package is displayed. /Courtesy of Kim Ji-hwan.

Kia decorated its purpose-built mobility PV5 Weekender with a camping concept, and Genesis displayed the luxury off-roader SUV X Grand Equator, which was unveiled globally for the first time the day before.

On Mar. 16, 2025, the purpose-built vehicle PV5 Weekender concept model is displayed at the Kia booth of the New York International Auto Show. /Courtesy of Kim Ji-hwan.