Hyundai Motor to freeze vehicle prices in US through early June

IANS April 5, 2025 276 views

Hyundai Motor has strategically frozen vehicle prices in the United States through early June to protect consumers from potential cost increases. The move comes in response to the Biden administration's 25% import tariffs on foreign vehicles, demonstrating the company's commitment to the American market. By maintaining stable pricing, Hyundai aims to provide certainty during uncertain economic conditions. The automaker's broader strategy includes a significant $21 billion investment in US manufacturing and technology operations through 2028.

"We want to provide them with some stability in the coming months" - Jose Munoz, Hyundai Motor CEO
Hyundai Motor to freeze vehicle prices in US through early June
Seoul, April 5: Hyundai Motor will freeze prices of all new vehicles sold in the United States through early June, a move aimed at easing consumer concerns over rising costs following Washington's imposing of 25 per cent duties on all imported vehicles, the automaker's American subsidiary said.

Key Points

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Hyundai offers price protection until June 2

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$21 billion US investment planned through 2028

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Responding to 25% import tariffs

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Supports American consumer market

Hyundai Motor America (HMA) said that any new Hyundai vehicle purchased until June 2 will be protected from Manufacturer's Suggested Retail Price (MSRP) increases regardless of changes in market conditions under the company's Customer Assurance programme, reports Yonhap news agency.

Washington's measure of imposing 25 per cent tariffs on imported cars went into effect this week, part of U.S. President Donald Trump's aggressive drive to reduce America's trade deficits and bolster domestic manufacturing.

"We know consumers are uncertain about the potential for rising prices and we want to provide them with some stability in the coming months," Jose Munoz, president and chief executive officer (CEO) of Hyundai Motor, said. "Our MSRP commitment is just one part of our multifaceted effort to provide great vehicles to American consumers."

Randy Parker, CEO of Hyundai Motor North America, said the price protection measure builds on Hyundai's March and first-quarter sales momentum and reflects the company's "legacy of supporting American consumers and investing in the U.S. market."

Hyundai Motor added that the MSRP freeze is part of its broader U.S. strategy, which also includes a US$21 billion investment plan from 2025 to 2028 aimed at expanding manufacturing and technology operations and creating more than 100,000 jobs.

The company earlier said it has no plans to raise vehicle prices in the United States for now despite Washington's 25 percent duties on automobile imports.

America is a top auto export market for South Korea. Auto shipments to the U.S. amounted to US$34.7 billion in 2024, accounting for 49.1 percent of the country's overall car exports in the year. Hyundai Motor Group and GM Korea exported around 970,000 and 410,000 units to the U.S., respectively, last year.

Amid Trump's tariff pressure, Hyundai Motor Group announced a plan last week to invest $21 billion in the U.S. through 2028.

Reader Comments

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Michael T.
Smart move by Hyundai! With all the uncertainty around tariffs, this price freeze gives consumers some much-needed stability. I was actually considering holding off on buying a new car, but this might convince me to pull the trigger sooner. 👍
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Sarah K.
Interesting strategy, but I wonder how sustainable this is long-term. The tariffs are still going to hurt their bottom line. Is this just a temporary PR move before they eventually have to raise prices? 🤔
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James L.
Just bought a Tucson last month and loving it! Glad to see Hyundai standing by their customers like this. The $21B investment in US jobs is impressive too. American workers will benefit big time from this.
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Amanda P.
While I appreciate the price freeze, I wish Hyundai would be more transparent about what happens after June 2nd. Are prices expected to jump then? Some clarity would help consumers make truly informed decisions.
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David R.
Hyundai's really stepping up! Between this and their massive US investment, they're showing more commitment to the American market than some domestic brands. My Sonata has been rock solid for 5 years - brand loyalty paying off!
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Tina M.
The timing of this announcement is everything! Right when people are worried about tariffs, Hyundai comes in with this assurance program. Marketing genius 👏 Now if only they'd extend it through the summer...

We welcome thoughtful discussions from our readers. Please keep comments respectful and on-topic.

Tags:
Hyundai Motor Vehicle Prices US Auto Market Trump Tariffs Jose Munoz Randy Parker
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