Hyundai to Challenge Ford Ranger and Toyota Tacoma With New Pickup
Hyundai Motor Company has officially confirmed plans to launch a full-fledged midsize pickup truck aimed at rivals like the Ford Ranger and Toyota Tacoma.
Unlike the lifestyle-focused Hyundai Santa Cruz, which uses a unibody design, the upcoming model will feature a traditional body-on-frame construction, making it more capable for serious off-road and work use.
According to Hyundai Australia COO Gavin Donaldson, the project is currently in active development, with a global market launch targeted for 2028.
Joint Global Development Underway
Engineering teams from the United States and Australia are jointly developing the new pickup. Hyundai is also considering localizing production in the US — a move that could help the company avoid potential high import tariffs introduced during the Donald Trump administration era.
Local manufacturing would also strengthen Hyundai’s position in one of the world’s most competitive pickup markets.
Body-on-Frame SUV Also in the Pipeline
Interestingly, Hyundai’s plans go beyond just a pickup truck. The company intends to use the same rugged platform to develop a full-size body-on-frame SUV.
Hyundai has clarified that the new pickup will not be a rebadged version of the Kia Tasman. Instead, it is being engineered as a completely independent product.
Tough Market Ahead
Breaking into the midsize pickup segment will not be easy. Pickup buyers are known for strong brand loyalty, and the Toyota Tacoma alone reportedly holds around 42% market share in its segment.
Still, Hyundai Motor Group appears ready for an aggressive push. Sister brand Kia may expand its own body-on-frame lineup, while the group’s luxury arm Genesis Motor is already preparing concepts for a premium off-road SUV that could rival the Land Rover Defender.
By 2028, Hyundai aims to evolve from a crossover-focused brand into a serious contender in the rugged pickup and body-on-frame SUV space. If executed well, the move could significantly reshape competition in the global midsize truck market.